Factors Affecting the Decision to Buy Clean Food in Mueang District, Phitsanulok Province
Keywords:
Service marketing mix, Purchase decision, Consumer behavior, Clean foodAbstract
This research aims to study 1) service marketing mix factors (7P’s), consumers buying behavior and the decision to buy clean food in Mueang district, Phitsanulok province, and 2) the service marketing mix (7P’s) affecting the decision to buy clean food in Mueang district, Phitsanulok province. The sample groups are consumers and those interested in consuming clean food in Mueang district. The samples were 400 people aged 20 years and over, analyzed by using descriptive statistics such as frequency, percentage, mean and the statistics inference using the multiple regression analysis.
The researcher found that most of the respondents (236 people) are female aged between 20-29 years, gained a bachelor's degree for 270 people, 115 people are students, most of them have income of 10,000-20,000 Baht/Month. For consumer behavior, they want to be healthy and strong, eating clean food around 3-4 times a week, eating time is dinner and the cost per meal is 100-200 Baht. From the multiple regression analysis, it found that service marketing mix factors (7P’s) influenced the decision to buy clean food in Mueang district, Phitsanulok province by 54% at 0.01 significant level. The service marketing mix has a significant effect on the decision to buy clean food, with consumers paying attention about benefits of consumption and publicity through Social Media in order to make the well known store. Consumers understand that clean food doesn't contain vegetables only, but known what the benefit are. Includes purchasing through online system and delivery. Consumers interested in suitable pricing and has a variety of food menus allowing them to select and come to eat every day. Consumer behavior affects the decision to use clean food restaurant at the significant level of 0.05.
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