Buying Behaviors Of Gummy Jelly In Bangkok

Abstract

These Objectives of this research were (1) to compare buying behavior of gummy jelly In Bangkok classified by personal factors, and (2) to study opinion levels of marketing stimuli factors influencing buying behavior of gummy jelly in Bangkok. There were 400 respondents in this study. Multi-stage Sampling was used to select the samples. Questionnaire was used for data collection. Percentage, mean, standard deviation (S.D.), and inferential statistics, namely, T-test, One-Way analysis of variance and Multiple regression analysis were applied. Result showed that different sex, education, monthly income, status, and religion had significant difference on buying behaviors of gummy jelly. Moreover, opinion levels of marketing stimuli factor on product factor influenced buying behaviors of gummy jelly both in terms of frequency and volume at the 0.01 level of significance