FACTORS INFLUENCING CONSUMERS’ DECISION TO BUY FRESH VEGETABLES FROM CONVENIENCE STORES IN BANGKOK

Abstract

Research study on Factors influencing consumers' decision to buy fresh vegetables from convenience stores in Bangkok The objective of this study was to study the personal factors affecting the purchasing decision of consumers from different convenience stores in Bangkok. and to study the factors influencing consumers' decision to buy fresh vegetables from convenience stores in Bangkok Data were collected from 400 customers who bought fresh vegetables from convenience stores in Bangkok. A questionnaire was used as a research tool. As a research tool Demographic analysis using descriptive statics. By finding the percentage, mean, standard deviation, and testing the hypothesis by comparing the difference between the mean of the two sample groups t-Test Independent Sample. The variance or comparison of mean difference between 3 groups or more samples was tested for hypothesis. F-test Independent Sample Pearson’s Product Moment Correlation Coefficient and Multiple Regression Analysis

The findings revealed that the most respondents were female with age 41-45 years, have a median family income 10,001-20,000 baht, Single, bachelor's degree education and has a career as a company employee The hypothesis testing results showed that Personal factors such as income influenced consumers' decision to buy fresh vegetables from convenience stores in Bangkok. In terms of factors influencing consumers' decision to buy fresh vegetables from convenience stores in Bangkok namely Product Place Promotion Awareness, Quality and Benefits with statistic significant at 0.05 and influencing factor was effective at 67.50%