The Composition of Marketing Factors and Behavior to Buy a Package of Healthy Rice Products by Consumers in Bangkok

Abstract

This research aimed to study the behavior of consumers in Bangkok to buy a package
of healthy rice products by and to study the composition of marketing factors to buy a package
healthy rice products. The researcher used the method of mixed methods research 1) The
quantitative study from 400 samples by simple random. The questionnaire was a tool designed for
the collection of quantitative data. The statistics used in this research consisted of percentages,
mean, standard deviation, and factor analysis. 2) The qualitative study was collected by the deep
interview with 10 key informants using purposive sampling. Interviewing format is a tool designed
for researching and the collection of data for content analysis. The research results consisted of
1) The results of quantitative research using the factor’s analysis showed that there were 3 groups
of psychological factors, 3 groups of brand awareness factors, and 2 groups of Marketing Mix
factors. The variation of variables accounted for 68.615, 72.286 and 50.051 percent. 2) The results
of qualitative research of the opinion of entrepreneurs about psychological factors showed that
consumers believed that healthy rice had health benefits. They sought diversity type of rice. Brand
awareness factors explained that consumers were interested in brand names and recognized the
brand name. Marketing mix factors showed that consumer focused about rice properties. The price
must be reasonable for the quality and quantity. Distribution channels must be available throughout,
not in short supply, along with the marketing promotion such as promotions and booths events.