Potential of Marketing as Related to Clean Food Consumption Behavior of Teenager in Chiang Rai
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Abstract
This article is intended to study clean food consumption behavior and potential marketing that is related to clean food consumption behavior. This research is a quantitative research which used questionnaires as a research tool. The statistics used for data analysis was descriptive statistics consisting of percentage, mean and standard deviation. The statistics used for hypothesis testing was the analysis of the relationship between independent variables with Pearson correlation coefficient. The results showed that most of the teenagers who consumed clean food were males, aged between 21-24 years, who lived in a dormitory outside the university. Their health-related activities were exercise and gym workouts. In terms of clean food eating behavior, it was found that, the persons who participated in food consumption decision were their girlfriends. They normally consume in the evening by cooking their own dishes, or they bought clean food that they liked from the fitness center. They also studied clean food information through online media. The results of the relationship study showed that the distribution channels had the same correlation with the frequency of clean food intake. On the contrary, the food price had a negative correlation with to the amounts of money spent on theclean food consumption.
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