FACTORS AFFECTING PURCHASE INTENTION OF BANANA POWDER MIXED WITH STEVIA IN BANGKOK AND PATHUM THANI PROVINCE

Abstract

The objectives of this research were to study 1) demographic characteristics affecting purchase intention of instant banana powder mixed with stevia and 2) marketing strategies affecting purchase intention of instant banana powder mixed with stevia among consumers in Pathum Thani Province. It is quantitative research using online questionnaire. The total sample size was 209 selected by purposive sampling. The statistics employed were Percentage, Mean, Standard Deviation, One–Sample t-test, Independent Samples t-test. The results showed that demographic characteristics of people who like to eat instant banana powder live in Bangkok, Pathum Thani and surrounding provinces. Most of them are female (62.07%), under 24 years old (47.78%) and single (48.77%). They have their family income are 18,001-50,000 baht (42.80%). With regards to hypothesis testing, the results indicated that demographic characteristics did not affect consumers' purchasing intention of instant banana powder mixed with stevia. The reason could be the fact that banana power is a commodity product. Thus, all consumers regardless of their gender want for their health. Furthermore, demographic characteristics (income) did not affect consumers’ intention to buy because the price of instant banana powder is affordable for both high and low income consumers.