Factors Affecting Purchasing Behavior for Cheese Products in Bangkok

Abstract

This article aims to study factors affecting purchasing behavior for cheese products. This research is a quantitative data analysis. The instrument for collecting data is a questionnaire. The methods to analyze data are Descriptive statistics, Likert Scale and Binary Logistic Regression Model. The data was collected in Bangkok from a sample of 400 people who had purchased cheese products in the past 6 months. The result of the study found that for the personal factors of the sample, most of the samples are female, aged between 21-30 years old, single, and their occupation are employees of private companies. The monthly, income is between 20,001-30,000 baht and have a bachelor's degree or equivalent. For the behavior of the sample, the average cost of buying cheese products is 530.51 baht per person per month. Most of them have a frequency of buying cheese products 1-2 times a month. The study on the factors of the marketing mix found that consumers place importance on factor products, prices, and distribution channels at a high level. In terms of promotion, consumers place importance on promotion at a moderate level. The data using a Binary Logistic Regression model found that the factors affecting the frequency of buying cheese products are product marketing mix factors and personal factors on average monthly income, those with an average monthly income more than 20,000 baht tends to have an increased frequency of buying cheese products once a month or more. Therefore, entrepreneurs should use marketing mix strategies to develop products to meet the needs of target consumers. Emphasize on product taste development strategies and maintain the quality of the product by using various technologies such as the use of packaging technology to gain more consumer confidence.