FACTORS AFFECTING CLEAN FOOD CONSUMER’S LOYALTY IN BANGKOK METROPOLITAN

Abstract

          This research was aimed to study factors affecting consumer loyalty of clean food consumers in Bangkok Metropolitan including demographic, consumer behavior of clean food, marketing mix, and the perception of value gained from clean food consumption. The research method used the mixed methods. The population of the study is clean food consumers living in Bangkok. The sample consisted of 400 clean food consumers selected by a multi-stage sampling method. The research instruments used for data collection were questionnaires and interview. Fifteen participants were selected by convenience sampling to participate in the interview. The results of the research revealed that the main reason clean food consumers chose to eat clean food was because it provides nutritional value. The place selected for eating was a restaurant in a department store, and the frequency of buying clean food was 2 to 3 times per week, total amount of money paid was 201-300 baht. In addition, the factor affecting their selection of clean food consumption was their own. The importance of marketing mix (4P’s) is in the following order: products, distribution channels, prices and marketing promotion respectively.  Additionally, it is also found that the consumers’ perception of the value of clean food was at the highest level. That is, clean food with dietary fiber helps them in excretion the most. The consumers have also recommended clean food to those who want to eat clean food at the highest level. The result of the hypothesis testing revealed  that the age, monthly income, reasons and frequency of buying,  prices and distribution channel as well as different perception of value of clean food consumption have significantly different effects on the consumer loyalty at the 0.05 level. Suggestions from the research are as follows. In terms of product, the manufacturer should take into account the freshness of the ingredients, and the taste with exotic and attractive menus, and the products should be earth-friendly packaging with reasonable price when comparing to the price at the general stores. Also, for distribution channels, the number of clean food restaurant should be increased to cover all area. As for the marketing promotion, information, knowledge about clean food should be provided and publicized through the applications.