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

Abstract

The objectives of this research were to (1) study to consumer behavior toward bakery in Nakhon Pathom Province, (2) study of consumers' opinions on the bakery's marketing mix in Nakhon Pathom Province, (3) study of consumers' decision to purchase bakery products in Nakhon Pathom Province, (4) compare of demographic characteristics with bakery purchasing decisions of consumers in Nakhon Pathom Province, and (5) study marketing mix factors affecting consumer's bakery buying decision in Nakhon Pathom Province. This research was survey research using a questionnaire to collect data from a sample of consumers in Nakhon Pathom Province, totaling 400 people by using a multi-stage random sampling method. The statistics used to analyze the data were mean ( ), standard deviation (S.D.), t-test, one-way ANOVA and multiple regression analysis. The research results showed that (1) consumers in Nakhon Pathom Province, bakery consumption behavior Most of them chose to buy bakery from a general bakery with a store front, 50 percent, choosing to buy various breads (39.50%), buying with a bakery because it tasted good, (40.50%), buying and eating by themselves, (68.50%). Time to buying with a bakery between 3:00 p.m. to 6:00 p.m. (36.75%), costs between 101-200 baht (41.50%), and use the service 1-2 times a week (50.50%). (2) Opinions towards the marketing mix of bakery of consumers in Nakhon Pathom Province was at a high level ( =4.23). (3) Buying decisions of consumers in Nakhon Pathom Province at a high level ( =4.13). The results of the hypothesis test revealed that (4) different sex, age, education, occupation and monthly income had different decision to buy bakery of consumers in Nakhon Pathom Province. Statistically significant at the .05 level. (5) Marketing mix factors affecting consumer's decision to buy bakery in Nakhon Pathom Province were product aspect. distribution channels and marketing promotion had a positive effect on the decision to buy bakery of consumers in Nakhon Pathom Province. Statistically significant at the .05 level.