Consumer Behaviors Patterns in Deciding to Purchase Plant-Based Milk Products in Nong Khaem District, Bangkok

Abstract

This research aimed to 1. To study and analyze the personal factors of consumers who drink plant-based milk products in Nong Khaem District, Bangkok. 2. To study consumer behavior in buying plant-based milk products in Nong Khaem District, Bangkok. The population and sample of the population in Nong Khaem District, Bangkok. The sample consisted of consumers who bought plant-based milk products at supermarkets in Nong Khaem District, divided into 4 locations: Foodland Phet Kasem, Big C Supercenter Phet Kasem 1, Big C Supercenter, and Makro Phet Kasem, 100 people per location, totaling 400 people. Taro Yamane's calculation formula was used. The instruments used were questionnaires. The statistics used for data analysis included percentage, mean, standard deviation, T-test, F-test, One Way ANOVA, and LSD test. It was found that differences in personal factors, such as gender, age, and education, had different effects on consumer behavior towards drinking plant-based milk products in Nong Khaem District, Bangkok, at a significant level. 0.05 Marketing mix has a relationship with consumers' decision to purchase plant milk products in Nong Khaem District, Bangkok, at a significance level of 0.05.