FACTORS INFLUENCING THE PURCHASE DECISION OF KETOGENIC FOOD’S CONSUMERS IN BANGKOK

Abstract

This research aimed to 1. Study the factors affecting on consumer’s decision to purchase of Ketogenic in Bangkok. 2. Study the Marketing mix factors influencing on consumer’s decision to purchase of Ketogenic food in Bangkok. 3. Study the Motivation factors influencing on consumer’s decision to purchase of Ketogenic food in Bangkok. The population was consumers who purchased Ketogenic food between January 2021 to January 2022. There were 400 samples. Descriptive analysis was used to analyze the general demographic information including percentage, mean and standard deviation. Hypothesis testing to achieve the research objectives was done using the independent sample t-Test, one way ANOVA (F-test), pearson’s correlation coefficient and multiple linear regression analysis.   

The findings revealed that the most respondents were male with age range 26 - 30 years, status single, education in bachelor’s degree, the majority were private company employees with average incomes 40,000 – 49,999 Baht/Month. Hypothesis testing found that ages, education, marital status, occupation and income affecting on consumer’s decision to purchase of Ketogenic food in Bangkok with statistic significant at 0.05. In the marketing mix factors, it was found that Product, Price and Place factors with statistic significant at 0.01. In addition, motivation factors; Safety needs and Social needs influencing on consumer’s decision to purchase of Ketogenic food in Bangkok with statistic significant at 0.05 and influencing factor had effective percent at 54.70