Factors Affecting the Consumption Behavior Bakery of Consumers in Bangkok

Abstract

          The objectives of this research were 1) to study the bakery consumption behavior of consumers in Bangkok, 2) to study marketing mixed factors affecting the bakery consumption behavior of consumers in Bangkok, 3) to study and compare factors influencing bakery consumption behavior of consumers in Bangkok area classified by personal status, and 4) to study the relationships between the marketing factors  and consumption behavior of consumers in Bangkok. Questionnaires were used to randomly collect datafrom 400 samples in Bangkok who consume bakery. The data were divided into 2 aspects: types of bakery; and consumption factors and marketing mixed (4P) questionnaire consisting of Products, Prices, Distribution channels and Marketing promotion.The statistics that were used to analyzed the data were frequency, percentage, mean , and standard deviation. The statistics that were used to test the hypotheses  were: t-test, one-way analysis of variance (ANOVA), scheffé’s paired comparison, and Pearson’s product moment correlation coefficient. Results were found to be significant at the level of 0.05.
          The results of this  research revealed that most of the respondents  were  female, aged 21 – 30 years, single status, with a bachelor’s degree. They reported that  on average, they  earned income less than 15,000 baht per month, spending 101 – 200 baht per time in buying bakery, eating bakery 2 – 6 days a week.  They also reported that they received information about bakery or bakery shops from  online media (social media) and they bought   bakery from department stores/supermarkets. The main reason for choosing bakery was  for  their own consumption. The most important factor in choosing bakery was  the delicious taste. The most selected  bakery brand was  Mister Donut. There were  data on bakery consumption behavior   across all aspects of consumption at the level ‘sometimes.’ Besides,  marketing mix (4P) in all aspects was found at a high level,. When studying and comparing personal status factors influencing bakery consumption behavior , it was found that different gender, status, occupation, and average monthly income had no significant difference in bakery consumption behavior . Age and educational level had significantly different bakery consumption behavior at the level of 0.05 . In terms of marketing promotion, there was a positive correlation across all aspects of bakery consumption behaviors. The price aspect was positively correlated with the consumption factors, but  there was a negative correlation with the types of bakery.