MARKETING MIX FACTORS AFFECT BUYING DECISION OF BAKERY PRODUCT FROM MODERN CONVENIENCE STORES IN BANGKOK

Abstract

This research has the purposes 1) to study the opinion levels relating to the marketing mix factors which affect buying decision of bakery products form modern convenience stores in Bangkok. 2) to study buying behavior of bakery products from modern convenience stores in Bangkok. 3) to compare the opinion levels relating to the marketing mix factors affect buying decision of bakery products form modern convenience stores in Bangkok classified by the personal factors. 4) to compare the opinion levels relating to the marketing mix factors affect buying behavior of bakery products form modern convenience stores in Bangkok classified by the personal factors. By using sampling group of 386 people in Bangkok area, the data was collected by a questionnaire. Statistical values of frequency, percentage, mean, standard deviation, t-test and one-way ANOVA analysis are also applied. The study result showed that most respondents were female, more than 30-45 years of age, in private company having monthly income of 15,001-20,000 baht on average and bachelor degree. They choose to buy bakery products because the shop is near to their houses/workplaces as it was convenience. The bakery type they bought was bread and buying period was around 06.01-12.00. Buying frequency is 2-3 times a week and spending 50 baht or lower for each purchase. The influential persons for the buying decision are themselves. The level of comments on the marketing mix, including 4 aspects, is the distribution channel. Product prices were at a high level, and marketing promotion had a moderate level. Consumers with different personal factors and behaviors in the purchase of bakery products had different opinions about the marketing mix factors affect buying decision of bakery products from modern convenience stores in Bangkok is different.