MARKETING-MIX FACTORS AFFECTING CONSUMPTION BEHAVIOR OF RAW BANANA POWDER: SUAN FUNG KHAJON BRAND IN BANGKOK AND METROPOLITAN AREA
Keywords:Marketing Mix, Raw Banana Powder, Consumer Behavior, Consumption Behavior
The objectives of this research were to study 1) the demographic characteristics of consumers of Suan Fung Khajon raw banana powder products in Bangkok and the Metropolitan Region, 2) the factors of the marketing mix that affect the consumption behavior of Suan Fung Khajon raw banana powder products in the Bangkok Metropolitan Region, and 3) the relationship between demographic characteristics and consumption behavior of Suan Fung Khajon raw banana powder products in the Bangkok Metropolitan Region. This study used a quantitative research method by using an online questionnaire with 240 participants and a convenient sampling method. The results showed that most of them were female (76.25%), under the age of 24, Gen Z (37.92%), had a bachelor's degree or equivalent (69.58%), were students (47.391%), and had an average family income. 18,000 baht per month or less (47.80%) The majority of those who purchased raw banana powder accounted for 60.15%. Most consumers prefer to buy from pharmacies (149 people), representing 62.08%, respectively. Results of the relationship between education, age, and income and purchase objectives found that education, age, and income and purchasing channels were not correlated. According to the test results on the relationship between gender and purchasing goals, there was a statistically significant link between gender and purchasing channels.
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