THE STUDY OF CONSUMPTION BEHAVIOR FOR CHILLED FOOD PRODUCTS SOLD IN MODERN TRADE STORES

Abstract

          This research aims to study consumer behavior of chilled food product consumption and the influence factors affected the purchase decision of chilled food product in modern trade business in Bangkok using survey methodology. Data collection was performed by the multi-stage sampling using the questionnaire. The respondents were 400. The statistical analysis were frequency, percentage, mean, standard deviation, t-test, one-way variable analysis, and paired mean comparison. The result showed that the most of respondents were single female in the ages of 25-34 years. Their occupations were company employees. The purchasing behavior of chilled food products were carried out in the supermarkets and convenience stores everyday during 4.01-6.00 pm with spent 31-60 Baht. In addition, the significance factor of the purchasing decision was the overall marketing mixed and the most importance factors were the distribution, product, promotion, and price respectively.     

          From the assumption test of demographic characteristics influenced the marketing mixed of chilled food products in the modern trade business, the different average monthly incomes involved the marketing mixed factors in terms of product. Genders, age, and average monthly income influenced the marketing mixed factors in terms of distribution place. Age and occupation affected the marketing mixed factors in terms of promotion significantly at the 95% of confidence level. However, gender, age, average monthly incomes, occupation, and education level did not affect the marketing mixed factors in terms of price.