การเปรียบเทียบปัจจัยที่มีผลต่อการเลือกซื้อขนมตะวันตกกับขนมไทยของผู้บริโภค ในอำเภอเมือง จังหวัดเชียงใหม่

Abstract

The purposes of the study were to analyze the behaviors of buying Western dessert and Thai Dessert and secondly, factors that affected buying behaviors in Chiang Mai district, Chiang Mai province. 400 open-ended questionnaires were used as a tool to collect data. The statistics used for data analysis were frequency, percentage, mean, standard deviation, and Chi - Square. The data showed that the majority of respondents were female, age between 15-25 years old and they were single. The respondents’ education was undergraduate students. Their average monthly income was less than 5,000 baht. There were 3-4 in the household. The findings found that most consumers bought western dessert at western coffee shop. They usually bought different kinds of bread for themselves during the hours of 3.00-6.00 pm. The cost of buying was about 51-100 baht and they usually visited there 1-2 times a week. They knew about the shops because of recommendation. In case of buying Thai dessert, most people bought Thai dessert from the market. Thong Yot (egg yolk fudge balls cooked in syrup), Thong Yip (egg yolk-based golden flower), Foi Thong (golden threads), Met Khanun (bean-paste) and fruits in syrup were famous for consumers. They bought Thai dessert because they were delicious. They bought Thai dessert for themselves during the hours of 3.00-6.00 pm. The cost of buying was about 50 baht and they usually visited there once a week. They knew about Thai dessert because of recommendation. In terms of comparison of buying Western dessert and Thai dessert in Chiang Mai, it could be divided into 2 factors. The first factor was personal factors. It found that age, marital status and occupation were associated with costs of buying. Education is associated with the buying period and advertising. Salary was related to costs of buying and advertising. The second factor was marketing factor. It was found that products were related to period of the buying and the promotion was associated with advertising to get the consumers to know products in Chiang Mai.