ปัจจัยที่ส่งผลต่อพฤติกรรมผู้บริโภคสำหรับผลิตภัณฑ์ทำความสะอาดในครัวเรือนที่ เป็นมิตรต่อสิ่งแวดล้อมในเขตภาคกลางของประเทศไทย

บทคัดย่อ

ABSTRACT

     The objectives of this research were 1) to study consumer behavior for environmentally friendly household cleaning products in the central region of Thailand 2) to study the importance of factors in marketing mix which consisting of product, price, distribution locations and marketing promotion 3) to compare the demographic characteristics affecting consumer behavior for environmentally friendly household cleaning products in the central region of Thailand and 4) to analyze the factors of the marketing mix which consisting of products , price, location, marketing promotion that affects consumer behavior for environmentally friendly household cleaning products in the central region of Thailand by using random sample to apply with Yamane formula (Yamane, 1973) for 400 participants. The statistics used in the data analysis were frequency, percentage, mean, standard deviation and the statistics used to test the hypothesis are Independent Sample t-test and One-way ANOVA.

      As the results of the data analysis, it was found that the majority of respondents were female 64.2%, aged 31-40 years 55.2%,  single 53.9%, , 49.0% had a bachelor's degree, 56.2% were a private company employee/employee, 81.9% had average monthly income of more than 25,000 baht, 56.5% of the respondents choose to buy dish cleaning products, 62.7% buy for normal use, 79.5% decide to buy products because of themselves, 85.8% buy from super market department stores, 50.3% chose to buy the product on an uncertain day, 54.1% choose to buy once a month and 48.4%. had a purchase amount of 101 – 200 baht per time.

As the results of the data analysis, it was found that occupational demographic characteristics were significantly different at the 0.05 level. Consumer behavior of environmentally friendly household cleaning products in the central region of Thailand. In terms of purchase frequency per month and the amount of purchase differed due to the related occupation. It was found that the customers who were housewives/butlers will have highly demand for environmentally friendly household cleaning products. Purchase frequency per month and purchase amount clearly different from civil servant careers private company employees. Because of housewife and butler are the career that is related to the use of household cleaning products more than any other occupations. Marketing mix factor that consists of product aspect, price, distribution location had no effect on consumer behavior for environmentally friendly household cleaning products in the central region of Thailand. In terms of purchase frequency, it will even more depend on individual customer’s usage. Factors related to marketing mix If the customer has a large amount of monthly usage, there will be high purchase frequency accordingly. Marketing mix factor product and price affects consumer behavior for environmentally friendly household cleaning products in the central region of Thailand. In terms of amount of purchase per time, this is because the price of environmentally friendly household cleaning products in the central region of Thailand is a factor that affects the amount of each purchase. if the product price is high, the purchase amount must be as high as well.

Keywords:  consumer behavior, cleaning products