The Effect of Value Perception and Satisfaction with Packaging on the Decision of Purchasing Ready-to-eat Product at Convenience Stores in Bangkok

Abstract

          The objectives of the research are 1) to study personal factors that influence purchasing decisions 2) to study factors in the perception of value that influence purchasing decisions 3) to study consumer satisfaction with packaging regarding the Decision to buy ready-to-eat food in Bangkok area’s convenience store. This research used a quantitative research methodology.The researcher developed a questionnaire as a tool to collect data on consumers who had eaten ready-to-eat food products in convenience stores in Bangkok. The questionnaire was collected from 483 samples. From the hypothesis testing results in terms of perceived value factors influencing purchasing decisions, it was found that the environmental value perception factor had the most influence on consumers’ purchasing decisions, followed by the price value perception factor. From the hypothesis testing results in terms of satisfaction factors influencing purchasing decisions, it was found that the safety satisfaction factor had the most influence on consumers’ purchasing decisions, followed by satisfaction with ease of use, satisfaction with product protection, satisfaction with sales promotion, and satisfaction with packaging types.