FACTORS INFLUENCING THE BUYING DECISION OF HEALTHY BAKERY IN BANGKOK

Abstract

The purposes of this study were to investigate the factors influencing the buying decision of healthy bakery in Bangkok by collecting data from 400 customers who purchase healthy. The analysis of personal data uses descriptive statistics together with testing the hypothesis by comparative analysis of the difference between the mean of the 2 sample groups based on t-Test Independent Sample. Analysis of the variance, or comparison of mean differences between three or more samples, is an F-test Independent Sample, Pearson’s Product Moment Correlation Coefficient, and Multiple Regression Analysis. The findings revealed that the most respondents were mostly single females aged 28-32 years. The average education level was the bachelor’s degree level. They were employees of private companies with an income of 20,001-30,000 baht per month. The hypothesis testing results showed that personal factors did not affect purchase decisions of healthy bakery to customers in Bangkok. The marketing mixed factors that influenced the customers’ decisions to buy healthy bakery included product and price. However, Motivation such as safety and social factors influencing on buying healthy bakery in Bangkok significantly, influencing factor was effective at 37%.