THE MARKETING MIX FACTORS AFFECTED PURCHASE DECISION OF MILLENIAL GROUP CONSUMERS TO BUY HEALTHY BOX LUNCH IN BANGKOK DISTRICT

Abstract

The objective of this research is (1). studying the difference of personal factors and
behavioral science towards the decision to buy healthy box lunch of Millenials groups in Bangkok
District. And (2). study the marketing mix factors affected the decision to buy a healthy box lunch
for the Millennial Group in Bangkok. This research is Quantitative. Data were collected by using
400 questionnaires. Data was analyzed by percentage, average, standard deviation, t-test, Oneway
Anova by quota sampling methods.
The result of the research are (1). Most of the samples were 267 females (66.80%), aged
between 28-32 years, 84 persons (21.00%), single status 233 people (58.30%), 94 employees
(23.50%) were Income 15,001-20,000 baht, 97 persons (24.30%) and (2). Personal factors of
different ages are decided to buy healthy box lunches for different millennial groups in Bangkok
with statistical significance at the level of 0.05. (3). In behavioral science factors Reasons for eating
and different attitudes, different decision to buy healthy box food for the Millennial groups in
Bangkok with statistical significance at the level of 0.05 and (4). Marketing mix factors toward the
decision to buy healthy box food for the Millennial Group in Bangkok. With statistical significance
at the level of 0.05.