The Influence of Behaviour in Consuming Thai Desserts of the People Who Live in Bangkok

Authors

  • ภูริชา กรพุฒินันท์
  • ชุติมาวดี ทองจีน

Keywords:

Behaviour of people consuming Thai desserts, Lifestyle, Attitude, Marketing mix, Bangkok

Abstract

This research study aimed to explore attitudes, lifestyle, and marketing mix factors which affect to Thai people behaviours in Bangkok through Thai desserts consumption. The sample group is a group of people with the ages older than 16 years who live in Bangkok, both male and female, for 400 samples. The results of behavior in consuming Thai desserts found that the cost of buying Thai desserts per time, mostly pay 151 – 200 baths. The most popular type of Thai desserts is cooked with agitation and cooked by frying. Most favourite Thai dessert is sticky rice-custard. Lifestyle, attitude, and marketing mix factors are important in high level. The hypotheses testing conclude that lifestyle, attitude towards Thai dessert, and the marketing mix factor have positive influence on consumer behaviour in consuming Thai desserts. Lifestyle affects to consumer behaviour in consuming Thai desserts 20.10
percents. Attitude towards Thai dessert can explain the influence consumption behaviour of Thai dessert 21.20 percents. For marketing mix of Thai desserts, distribution influence consumption behaviour of Thai’s dessert in the highest and follow by price, and product so it affect to consumption behaviour of Thai desserts 48.40 percents. Based on the hypotheses testing and research results conclude that lifestyle, attitude towards Thai desserts, and marketing mix factor have positive influence on consumer behaviour of Thai desserts.

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Published

2019-09-04

How to Cite

กรพุฒินันท์ ภ., & ทองจีน ช. (2019). The Influence of Behaviour in Consuming Thai Desserts of the People Who Live in Bangkok. Research and Development Journal Suan Sunandha Rajabhat University, 8(2), 81. Retrieved from https://so05.tci-thaijo.org/index.php/irdssru/article/view/214464