Factors Influencing Buying Behavior Towards Cow Liquid Milk Products of Consumer in Bangkok

Abstract

          This research aimed to study consumers 'behavior and factors influencing consumers' decision to purchase fresh ready-to-drink cow's milk. The samples were 400 samples of fresh cows and dairy cows sampled from 24 convenience stores in Bangkok. Use a questionnaire that is subject to expert review. Data were analyzed using descriptive statistics, frequency, and hypothesis testing by chi-square test. The study indicated that Most of the samples purchased 6-10 fresh cows and goats, most commonly bought from convenience stores. Mostly buy the FourMost brands. The most popular flavors are tasteless. Buy the same brand throughout the purchase of less than 100 baht per time. Marketing Factors Influencing Consumers Focus on the brand or reputation of the company. And have a free/discount The most important source of information on fresh cow's milk is television/radio. The most important source of information for the decision to purchase fresh milk was the family/brother/friend.