In Nakhon Ratchasima, an adjustment in durian sales strategy has been observed amidst a surge in prices and a decrease in local purchasing power, which has led to a drop in sales exceeding 50%. Vendors at a market in Mueang Nakhon Ratchasima have transitioned from selling durians by the kilogram to offering segments of the fruit, priced between 50 and 75 baht per pound. This shift aims to accommodate buyers' heightened price sensitivity.
The escalated prices have affected consumer purchasing behavior. Vendors acknowledge the shift in consumer demand. "We decided to sell durian in segments instead of whole fruits because we recognize that most customers have less purchasing power now. Additionally, some customers worry that if they buy a whole fruit, the flesh might not meet their expectations. By selling in segments, they can choose exactly what they want. Some people only want to eat one or two segments, and they can easily buy that amount. This year, we have to admit that durian sales have dropped significantly compared to last year due to the poor economy and the fact that more durian vendors have set up stalls. Therefore, every store needs to adjust their sales strategy to better meet customer needs."
The strategic pivot by durian vendors in Nakhon Ratchasima underscores their flexibility in navigating a challenging economic landscape, striving to retain clientele by offering durians in more financially accessible segments.
[ 10 baht = €0.25 ]
Source: thethaiger.com