The The Consumption Behavior of Consumers Interested in Buying Packaged Rice Chips from The Baan Hed Khwan Wan Farm Community Enterprise
Keywords:
Purchasing decision, Community Enterprise, Consumption BehaviorAbstract
The objectives of this research were (1) to examine the consumption behavior of consumers interested in buying packaged rice chips and (2) to compare the purchasing decision-making behavior for packaged rice chip products from the Baan Hed Khwan Wan Farm community enterprise, classified by demographic factors. The study employs a survey research method, using questionnaires to collect data from 323 sample consumers. The study results indicated that: (1) the consumers primarily purchase packaged rice chip products for personal consumption, typically consuming them 2-4 times per week, with a spending range of 20-30 THB per purchase. They often purchase products through various channels depending on the occasion, the place of their destination, or their convenience. They usually buy from the same seller regularly as a midday snack at home alone. The key influencer in their purchasing decision is themselves, with the main reasons for purchasing the product being its good taste and high quality. (2) The comparison of purchasing decisions categorized by demographic factors showed that gender, age, and occupation do not significantly affect purchasing decisions. However, the income per month factor significantly impacts purchasing decisions, with statistical significance at the. 05 level. The research findings can be used by community enterprise operators and people interested in starting a business, particularly in the food industry, to design business strategies that match consumer demands and marketing strategy development.
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