Factors influencing the decision making to purchase Thai Desserts of People residing in Bangkok Metropolitan Areas.

Abstract

          The objectives of this study were fourfold: 1) to investigate general factors influencing the decision-making to purchase Thai desserts of people residing in Bangkok metropolitan areas; 2) to ascertain the making mix (4Ps) influencing the decision-making to purchase Thai desserts of people residing in Bangkok metropolitan areas; 3) to examine the cultural factors affecting the decision making to purchase Thai desserts of people residing in Bangkok metropolitan areas; and 4 to determine the psychological factors affecting the decision making to purchase Thai desserts of people residing in Bangkok metropolitan areas.                  The study was quantitative. The study population comprised all the Bangkokians who used to purchase Thai desserts; the study sample consisted of 400 Bangkokians who had experienced purchasing Thai desserts. The sample was selected through simple random sampling techniques. The study tool was a set of self-administered questionnaires containing questions having a 5-point rating scale. The statistical techniques used for the data analysis were frequency, mean, standard deviation, and the chi-square test.                                                         Research findings. It was found that the difference in educational levels and occupations of the purchase affected the purchasing behavior of the people residing in Bangkok metropolitan areas, notably the purchasing of Thai desserts at a time, Thai dessert purchasing selection, and the purchasing expense; the difference was statistically significant at the.05 level. Overall, the marketing mix, cultural, and psychological factors significantly affected the decision-making to purchase Thai desserts. ( = 4.48, 4.49, and 4.00, respectively.) Furthermore, the marketing mix affected Thai dessert purchasing behavior as to the frequency of purchasing Thai desserts in Bangkok metropolitan areas. The effect was statistically significant at the .05 level, whereas the cultural and psychological factors failed to adversely affect the Thai dessert purchasing behavior of people living in Bangkok metropolitan areas.