Factors Affecting Senior Citizens’ Buying Decision of Ready-to-eat Foods in Convenience Store, Joho Sub-district, Mueang District, Nakhonratchasima

Abstract

The purposes of this research were to study factors affecting buying decision and categorize
consumer behavior in purchasing ready-to-eat foods of Senior Citizens in Sub-district Joho, Mueang
District, Nakhonratchasima.The questionnaires were used as a research tool in order to collect the
data from senior citizens who have been selected by purposive sampling method. The data were
analyzed by factor analysis and cluster analysis statistical method.
The result of the study found that factors affecting consumers’ buying decision in the
selection of ready-to-eat foods in convenience store of senior citizen had 11 factors. The most
important factor was the value. The next one was pricing, readiness of distribution, comfortable,
facilities, service providers, the physical of location, product, process to service, promotion and the
pricing standard, respectively.Moreover, there were 4 categories of consumer behavior in purchasing
ready-to-eat foods which were(1) consumers who concerning convenience the physical of location
and product (2) consumers who concerning pricing and facilities (3) consumers who concerning
promotion, pricing and service process (4) consumers who concerning readiness of distribution and
service.