Marketing Mix and Public Relations Factors Influencing the Purchase Decision Healthy Bakery of Consumers in Bangkok Metropolitan Region

Abstract

The objective of this study was to investigate the Marketing Mix and Public Relations Factors influencing the consumers’ purchasing decisions for healthy bakery products in the Bangkok Metropolitan Area and its vicinity. A questionnaire was utilized as a tool for data collection, surveying a total of 400 respondents by creating an online survey through Google Forms. Data collected were then analyzed though the statistics including frequency, percentages, means, and standard deviations.

The research findings revealed that the majority of consumers of healthy bakery products were female, aged between 31 and 40 years. Most were employed in private companies, held a bachelor's degree, and had an average monthly income of 35,000 baht and above. They primarily resided in Bangkok. The type of bakery product most favored by consumers was bread. The primary reason for selecting healthy bakery products was weight control, and the intention for purchasing these products was for personal consumption. The typical quantity purchased per occasion was 1 to 3 pieces, with expenditures exceeding 200 baht per purchase. Most respondents purchased healthy bakery products 1 to 2 times per week, usually opting to purchase from dedicated bakery shops. Furthermore, most consumers were aware of health-oriented bakeries through social media.

When the Marketing Mix factors influencing the consumers’ purchasing decisions for healthy bakery products in the Bangkok Metropolitan Area were considered, a factor with the highest influence was product, price, physical evidence, people, process, promotion, and place, respectively. In terms of the Public Relations factors influencing these purchasing decisions, a factor with the highest influence was new media, followed by personal media, print media, and activity media, respectively.