Factors Affecting Consumers' Decision to Buy Bakery in Nakhon Pathom Province Factors Affecting Consumers' Decision to Buy Bakery in Nakhon Pathom Province

Abstract

Abstract

      This exploratory study, which uses questionnaires to gather data from a sample of consumers in Nakhon Pathom province, aims to (1) study consumer bakery behavior in the province; (2) examine the market mix of bakery consumers in the province; (3) examine consumers' decisions to purchase bakery in the province; and (4) compare demographic characteristics. A multi-step sampling technique was used to sample 400 participants. The mean (x), standard deviation (S.D.), t-test, one-way ANOVA, and multiple regression analysis are statistical concepts employed in the study. (1) The consumption patterns of bakery products in the Nakhon Pathom province revealed that the majority of customers opted to purchase their baked goods from a normal bakery with a storefront. 50 percent of the 200 individuals—mostly buyers of bread—are customers. 39.50% of the 158 people made the bakery their choice due to its flavor. 40% of the 162 individuals will pay for it themselves. 274 customers, or 68.50%, made purchases between 15.00 and 18.00 hours. Consumers in the province of Nakhon Pathom have generally made high-level purchases of bakeries. Consumers chose good taste, smell/color features, ideal size, and the highest level out of an average of 4.23 goods. The majority of consumers select the appropriate fit for the volume, which is very high, with an average price of $4.54. It has an average of 4.36 channels of distribution. Pick cleanliness before anything else. It has an average score of 4.49, and from a marketing perspective, many customers opt to run sales over the holiday season. In the province of Nakhon Pathom, there are 4.05 (3) customer purchase decisions each day on average. It has a 4.13 average. The findings revealed that 1) consumers in the province of Nakhon Pathom made varied selections regarding the purchase of a bakery depending on their gender, age, education level, occupation, and monthly income. 2) The factors that influence consumers' decisions to purchase bakery in the province of Nakhon Pathom, namely the product, distribution methods, and marketing promotions, have a favorable influence on consumers' decisions to purchase bakery in the province. Significant statistically at.05.

Keywords : consumption of bakeries, attitude, advertising mix, deciding to purchase a bakery