FACTOR AFFECTING PURCHASE INTENTION OF PLANT-BASED PROTEIN FUNCTIONAL FOOD IN FROM OF DRY FOOD–SNACK FOR THE OLD ADULTS IN BANGKOK AND GUIDELINES FOR PRODUCT DEVELOPMENT
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Abstract
The objectives of this quantitative research were 1) to study demographic factors, marketing factors, psychological factors, and the purchase intention of the plant-based protein snack for the older adults in Bangkok, 2) to study the mean differences of the demographic factors which influence the purchase intention, 3) to study the factors affecting the purchase intention and 4) to present the guidelines to develop products for the older adults. The study used questionnaire (offline and online) as a tool to collect the data applying purposive sampling technique. The pilot study includes 30 samples and the main study collected the data from 200 older adults in Bangkok. The statistical analysis tools include descriptive statistics such as percentage, average mean, standard deviation and the inferential statistics such as t-Test, F-Test, and multiple regression. The result of the research reveals that from 200 respondents; the majority age between 65-69 (37%), are female (65%), have graduated with a bachelor’s degree (36.5%), have more than 3 members living together in the family (39.5%) and have the monthly income between 55,001-70,000 baht (24%). For the first hypothesis, the different demographic factors including age, number of family members, and the monthly income have significant influences on the purchase intention of the plant-based protein snack for the older adults in Bangkok. For the second hypothesis, four marketing factors including product, product development, place, and promotion have significant positive relationship on the purchase intention of the plant-based protein snack for the older adults in Bangkok. And for the third hypothesis, 3 psychological factors including lifestyles, attitudes on the product, and the motivation have significant positive relationship on the purchase intention of the plant-based protein snack for the older adults in Bangkok. The results are applied in presenting the guidelines to develop products for older adults.
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