พฤติกรรมผู้บริโภคในกรุงเทพมหานครและปริมณฑลต่อการ ตัดสินใจซื้อเมล็ดพันธุ์ผักแบบซอง

Abstract

The purpose of this independent study was to study the behavior of consumers in Bangkok and vicinity towards purchasing individual-packed vegetable seeds. The questionnaire was used to collect data, and descriptive statistics as frequency, percentage and mean were used to analyze the data. The study revealed that most of the respondents were single women, age between 31 – 40 years, educated at bachelor degree level, were employed by private companies with a salary between 15,001 to 35,000 Baht, and lived in detached house. Individual-packed vegetable seeds that the respondents chose was morning glory from Chia Tia Company. The amount of purchasing the vegetables seeds was 3 – 5 packages per time, which was approximately 16 – 50 baht. The reason for purchasing individual-packed vegetable seeds was to grow and eat vegetable without any residue. The reason for purchasing from the present source was comfort. The person affecting decision to purchase was members in the family. The respondents purchased the vegetable seeds only one time within 3 months, and would often go purchasing on Saturday. Moreover, the respondents purchased the vegetables seeds for eating and doing hobby, and usually went to purchase seeds from chemical and agricultural equipment stores at Sanam Luang 2 (Taweewattana District). The respondents received information regarding vegetables seeds from friends and relatives, and searched information regarding growing seeds from internet. The criteria for selecting vegetables seeds was vegetable types. The respondents would select the seeds by themselves, and would grow the seed in the pot or container. Also, the respondents would grow the seeds not more than one week after purchasing, and would get high satisfaction. The marketing mixes affecting the decision to purchase individual-packed vegetable seeds in Bangkok and vicinity were as followed: Product sub-factor, influencing the respondents, was mostly in high level. Exception, the sub-factor the beauty of product’s container, influencing the respondents, was in medium level. Price sub-factor influencing the respondents was mostly in medium level. Exception, the sub-factor regarding having price tag was in high level. Place sub-factor influencing the respondents was mostly in high level. Exception, the sub-factors regarding Promotion sub-factor influencing the respondents was mostly in medium level. Exception, the sub-factors regarding creating plant’s manual and magazine, and the hospitality and knowledge of the staffs were in high level.