Factors affecting purchase decisions of early aged consumers to buy healthy bakery products from convenience stores in Bangkok

Abstract

The purposes of this research were to investigate the factors affecting purchase decisions of Early Aged Consumers to buy healthy bakery products from convenience stores in Bangkok. The data were collected from consumers with good health and 60-69 years old, who have bought healthy bakeries in Bangkok. To collect samples with accuracy, the sample size was calculated using Cochran's formula and was 385 persons. Therefore, we gathered data from 400 persons and used questionnaires as a research tool. The data were analyzed by Descriptive Statistics, percentages, averages, and standard deviation were reported. The hypothesis was tested by analyzing Pearson’s Correlation Coefficient and Multiple Regression Analysis. The results show that most respondents were female with 65 - 69 years old. Their education background was diploma or vocational certificate, and they were retirees. In addition, descendants took care the expenses. The results of the hypothesis testing demonstrate that marketing significant factors influencing the purchasing decision of healthy bakeries among the Early Aged Consumers from convenience stores in Bangkok were as follow: products, marketing promotion, and distribution channels (p < 0.001). To predict the factors affecting on the purchasing decision of healthy bakeries among the Early Aged Consumers from convenience stores in Bangkok, Y = 0.748 + 0.298 (products) + 0.185 (distribution channels) + 0.336 (marketing promotion). Effect size was equal to 61.40 percentage. The significantly psychological factors influencing the purchasing decision of healthy bakeries among the Early Aged Consumers from convenience stores in Bangkok were as follow: safety requirements and social demand (p < 0.001). To predict the influence on the purchasing decision of healthy bakeries among the Early Aged Consumers from convenience stores in Bangkok is Y = 1.432 + 0.490 (safety requirements) + 0.348 (social demand), whereas effect size was equal to 62.90 percentage.