พฤติกรรมผู้บริโภคในอำเภอเมืองสุรินทร์ต่อผลิตภัณฑ์หัวผักกาด

Abstract

This independent study aimed to study the consumer behavior in Mueang Surin district regarding sweet radish product. Four hundred questionnaires were responded by the sample group. Most of the respondents were 20-29-year-old females, single, undergraduate degree, self-employed and more than 25,000 Baht of monthly income. Consumer behaviour study revealed that the majority of respondents purchased Sampeung Brand due to its delicious taste and brand loyalty. The most influential for making decision of purchasing was oneself and parents, respectively. Regarding purchasing time and place, the frequency of purchasing was less than once a month, and on the evening weekend (16.01-19.00, Saturday-Sunday), was a preferable purchasing time. Furthermore, the local savouring stores were favoured among consumers because of the product varieties. An purchasing payment per time was less than or equal to 100 Baht. According to the hypothesis of Chi-Square, the study presented that both male and female respondents had a statistically significant impact on place and frequency purchasing. The age ranges had the significantly impact on purchasing decision (P<0.05). Correspondingly, the average monthly income had the significantly effect on brand preference, consuming behavior, place and frequency purchasing (P<0.05). Sensory testing of Sampeung brand showed that hedonic score of crispiness was moderately like (7.0±1.1) while odor and color were slightly like. For consumer perception, the comparative study of brand A (Sampueng brand) and brand B (the other brand) demonstrated that, consumers preferred brand A rather than brand B for color, odor, taste and crispiness. Just about right test for improving the Sampeung quality also showed the sweetness and the crispiness were appropriated, even though the color, odor, and saltiness should be slightly reduced. Considering the study on the marketing mix, consumers emphasized on a reasonable package design, price and a convenience of purchasing place such as 7-eleven. For a marketing promotion strategy, price reducing, poster advertisement, salesperson and public relations through exhibitions should be focused and applied.