SERVICE MARKETING MIX FACTORS AFFECTING DECISION TO PURCHASE FROZEN FOOD PRODUCTS OF GENERATION Z CUSTOMERS IN THAILAND RETAIL STORE
Article Sidebar
Main Article Content
Abstract
This research aims to: 1) Examine the purchasing behavior of Generation Z consumers toward ready-to-eat boxed rice products; 2) Study opinions regarding the service marketing mix and purchasing decisions; and 3) Identify service marketing mix factors that significantly influence their decisions. This study employed a quantitative research method. The sample consisted of 384 Generation Z consumers who had purchased ready-to-eat boxed rice products from retail stores in Thailand. A questionnaire was employed as the research instrument. Data were analyzed using frequency, percentage, mean, standard deviation, and multiple regression analysis. The results revealed that: 1) Most respondents purchased ready-to-eat boxed rice products or frozen ready meals approximately 1-5 times per month. Each purchase averaged between 50-100 baht, mostly occurring between 06:00 and 12:00 hrs. The most preferred packaging was the white box, with stir-fried basil with rice (pad kra pao) being the most popular menu. Most respondents made purchasing decisions independently, mainly at 7-Eleven stores, with choices often influenced by convenience of location-such as along regular travel routes or near workplaces or educational institutions. 2) The overall levels of opinions on both the service marketing mix and purchasing decisions were rated as high. Among the service marketing mix factors, Place received the highest average score, followed by Process, Physical Evidence, Product, People, Price, and Promotion, respectively. 3) The results from multiple regression analysis showed that Promotion and Place had a statistically significant positive influence on Generation Z consumers’ purchasing decisions, while the other components showed no significant effect. The findings of this study serve as a practical guideline for retail businesses in formulating marketing strategies that are well-aligned with the needs and behaviors of Generation Z consumers in the target market.
Article Details
References
กฤษดา เชียรวัฒนสุข และคณะ. (2566). ปัจจัยส่วนประสมทางการตลาดบริการที่มีอิทธิพลต่อการตัดสินใจเลือกซื้อผลิตภัณฑ์เกษตรชุมชนตราดอยคำ. วารสารวิทยาการจัดการ มหาวิทยาลัยราชภัฎนครปฐม, 10(2), 184-199.
ฑิตยา ตันเจริญ และธาตรี ใต้ฟ้าพูล. (2562). อิทธิพลของสีบรรจุภัณฑ์ที่มีผลต่อการตัดสินใจซื้อข้าวกล่องพร้อมรับประทาน. วารสารนิเทศศาสตร์ มสธ, 9(2), 1-17.
พิชศาล พันวัฒนา. (2561). พฤติกรรมการบริโภคอาหารของคนเมืองวัยทำงานในกรุงเทพมหานคร. วารสารสำนักงานป้องกันควบคุมโรคที่ 7 ขอนแก่น, 26(2), 93-103.
ศูนย์วิจัยกสิกรไทย. (2565). แนวโน้มธุรกิจ/อุตสาหกรรมปี 2566-2568: ธุรกิจร้านค้าปลีกสมัยใหม่. กรุงเทพมหานคร: ธนาคารกสิกรไทย.
Armstrong, G. & Kotler, P. (2009). Marketing: An introduction. (9th ed.). Upper Saddle River. New Jersey: Prentice Hall.
Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of Marketing, 56(2), 57-71.
Booms, B. H. & Bitner, M. J. (1981). Marketing strategies and organization structures for service firms. Chicago: American Marketing Association.
Cochran, W. G. (1977). Sampling Techniques. (3rd ed.). New York: Wiley.
Francis, T. & Hoefel, F. (2018). ‘True Gen’: Generation Z and its implications for companies. McKinsey & Company. Retrieved March 10, 2025, from https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies
Fromm, J. & Garton, C. (2013). Marketing to millennials: Reach the largest and most influential generation of consumers ever. New York: AMACOM.
Hair, J. F. et al. (2006). Multivariate data analysis. (6th ed.). Upper Saddle River: Pearson Education.
Kotler, P. & Keller, K. L. (2016). Marketing Management. (15th ed.). Harlow: Pearson Education Limited.
Kotler, P. (1983). Marketing Management: Analysis, Planning, and Control. (5th ed.). Englewood Cliffs: Prentice-Hall.
Kotler, P. (1994). Marketing Management: Analysis, Planning, Implementation, and Control. (8th ed.). Englewood Cliffs: Prentice-Hall.
Lawshe, C. H. (1975). A quantitative approach to content validity. Personnel Psychology, 28(4), 563-575.
Lovelock, C. & Wirtz, J. (2016). Services Marketing: People, Technology, Strategy. (8th ed.). Singapore: World Scientific.
Nunnally, J. C. & Bernstein, I. H. (1994). Psychometric theory. (3rd ed.). New York: McGraw-Hill.
Schiffman, L. G. & Kanuk, L. L. (2010). Consumer Behavior. (10th ed.). New Jersey: Pearson Prentice Hall.
Simangunsong, E. (2018). Generation-Z buying behaviour in Indonesia: Opportunities for retail businesses. MIX: Jurnal Ilmiah Manajemen, 8(2), 243-253.
Solomon, M. R. (2009). Consumer behavior: Buying, having, and being. (8th ed.). New Jersey: Pearson Education.
Zeithaml, V. A. et al. (2009). Services Marketing: Integrating Customer Focus Across the Firm. (5th ed.). New York: McGraw-Hill.
