Product Marketing Mix Factors Influencing the Purchasing Decisions for Healthy Bakery Products among Early Middle-Aged Consumers in Chonburi Province
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Abstract
This research aimed to 1) compare the purchasing decisions regarding healthy bakery products based on demographic factors and consumer purchasing behaviors, and 2) to analyze the influence of product-related marketing mix factors (Physical Attributes, Functional Attributes, Emotional Attributes, and Social Attributes) on the purchasing decisions of early middle-aged consumers in Chonburi Province. This quantitative study utilized a questionnaire to collect data from 210 respondents through convenience sampling. Descriptive statistics were used to describe the data, and hypotheses were tested using t-tests, one-way analysis of variance, and multiple regression analysis.
The results revealed that most consumers were female, aged 30-34 years, single, holding a bachelor’s degree, working in private companies, and earning an average monthly income of 20,000-35,000 baht, and Gender significantly affected purchasing decisions regarding healthy bakery products at the .05 level. In terms of purchasing behavior, most consumers purchased healthy bakery products from cafés, restaurants, and bakery shops, with bread being the most frequently purchased item, mainly for self-consumption at a frequency of 1-3 times per week and an average spending of 101-300 baht per purchase, while social media was the primary source of influence and price–quality balance was the key consideration factor, and Product type, Spending per purchase, and Sources of purchase information significantly affected purchasing decisions at the .01 level, and In terms of product-related marketing mix factors, consumers rated all four factors at a high level. Functional attributes had the highest mean score ( = 4.35, S.D. = .666), followed by physical (
= 4.25, S.D. = .725), emotional
( = 4.19, S.D. = .693), and social attributes (
= 3.83, S.D. = .909). The hypothesis testing indicated that functional (
= .349) and social attributes (
= .273) significantly affected purchasing decisions at the .01 level, while emotional attributes (
= .232) significantly affected purchasing decisions at the .05 level. All four factors jointly explained 51.9% of the variance in purchasing decisions (Adj. R² = .519).
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