Factors Affecting Frozen Food Consumption Behavior of Working Age Population in Pathumwan District, Bangkok

Abstract

The objectives of this research were (1) to investigate frozen food consumption behavior and study the marketing mix factors of frozen food among working age population in Pathumwan District, Bangkok,  (3) Comparison of personal factors with frozen food consumption behavior of working groups in Pathumwan District, Bangkok, and (4) to study the factors affecting frozen food consumption behavior among working age population in Pathumwan District, Bangkok. This was a quantitative research. A questionnaire was used as a research instrument to collect data from a sample of 397 working age people obtained by using  a Multi-stage Sampling. The statistics used in the research were mean ( ), standard deviation (S.D.), t-test, one-way ANOVA and Multiple Regression. The results showed that (1) frozen food consumption behavior among working age groups in Pathumwan District, Bangkok was at a high level ( =3.54); (2) The marketing mix factor of frozen food among working age group in Pathumwan District, Bangkok was at high level ( =3.73), product was a was at high level ( =3.72), price was at high level ( =3.69), place was at high level ( =3.84), promotion was at high level ( =3.74). The hypothesis testing found that (1) different personal factors classified by sex, age, occupation and monthly income resulted in the difference in frozen food consumption behavior among working age groups in Pathumwan, Bangkok with statistical significance at .05  level; (2) The marketing mix factors in terms of product, price and  promotion had a statistically significant positive effect on frozen food consumption behavior among working age groups in Pathumwan, Bangkok at statistical significance of .05 level.