THE INFLUENCE OF PSYCHOLOGICAL AND SOCIAL FACTORS ON THE PURCHASE DECISIONS OF BAKED BAKERY PRODUCTS AMONG WORKING-AGE INDIVIDUALS (AGED 25 TO 54) IN SUPERMARKETS IN THE BANGKOK METROPOLITAN REGION
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Abstract
The purpose of this research was to study the psychological factors and social factors that influence the level of decision to purchase fresh-baked bakery products among workers, aged 25 to 54 years, in supermarkets in Bangkok metropolitan region during the COVID-19 epidemic. A questionnaire was used as the instrument to collect data from 400 female and male consumers who had experience in buying fresh-baked bakery products in supermarkets in Bangkok metropolitan region. Statistics used in data analysis included the percentage, mean, standard deviation, and multiple linear regression analysis.
The results of the study revealed four significant psychological and social factors that influenced the level of the decision to purchase fresh-baked bakery products in supermarkets during the COVID-19 pandemic in the Bangkok metropolitan region. These comprised the psychological factors of motivation (x₁) (P-Value = 0.000), perception (x₂) (P-Value = 0.003), learning (x₃) (P-Value = 0.000), and the social factors of reference groups (x₆) (P-Value =0.001) with the .05 significant level; while the factors that were not significant at the .05 level were the psychological factor of attitude (x₄) and the social factor of family (x₅). The multiple linear regression equation is shown below: = -12.36 + 3.035x₁ + 1.838x₂ + 1.475x₃ + 0.914x₆ The results showed that most of the respondents were females representing 74.50 percent with the average age of 32 years and 6 months, with standard deviation of 6.418 years; while the sample group had the average income of 33,276.54 baht per month, with standard deviation of 29,187.56 baht per month.
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