Behavior and Marketing Mix Factors Affecting the Decision to Purchase Clean Food Purchase in Bangkok
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Abstract
The research on Behavior and Marketing Mix Factors Affecting the Decision to Purchase Clean Food Purchase in Bangkok has the following purposes: (1) examine the marketing mix factors influencing purchasing decisions of clean food in Bangkok; (2) study the lifestyle factors affecting the purchase of clean food in Bangkok; and (3) examine the attitudes that affect the purchase of clean food in Bangkok. This employed a quantitative methodology, purposively administrating a set of questionnaires to 400 samples aged 22 and above residing in Bangkok for data collection. The data were analyzed using descriptive statistics and inferential statistics. The research results found that 1) the marketing mix influences the decision to buy clean food in Bangkok statistically significant at the 0.05 level, emphasizing the worthiness of the price and the quantity and benefits of clean food. 2) Lifestyle influences the decision to buy clean food in Bangkok statistically significant at the 0.05 level. Consumers think that clean food is food that is easy to make with minimal processing and easy to live on. 3) Attitude influences the decision to buy clean food in Bangkok; statistically significant at the 0.05 level, consumers who buy clean food possess an attitude of maintaining health.
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