ปัจจัยที่มีอิทธิพลต่อการซื้อสตรอว์เบอร์รีไทยของผู้บริโภคในกรุงเทพมหานคร

Abstract

The objectives of this independent study were to investigate consumers’ purchase behavior of Thai strawberries in Bangkok Metropolis, to study consumers’ purchase attitudes of Thai strawberries in Bangkok Metropolis, and to explore marketing factors affecting consumers’ purchase of Thai strawberries in Bangkok Metropolis. The sample was 400 consumers. Descriptive statistics were used to measure consumers’ market attitudes through a Likert scale. Chi-square was used as statistics to analyze the relationship between consumers’ marketing attitude and consumers’ purchase behavior of Thai strawberries. The results of this study indicated as follows: in terms of consumers’ purchase behavior of Thai strawberries, most of the respondents were females, with a BMI less than 18.5, aged between 20 and 29 years old, graduated with a bachelor's degree and worked as employees, and earned monthly income below 15,000 baht. In terms of consumers’ purchase behavior of fresh Thai strawberries, most of the respondents purchased fresh Thai strawberries for themselves. The reason of purchase was to consume fresh Thai strawberries. The frequency of purchase was once-twice a year. The purchase volume was 500 grams each time. The cost of purchase was approximately 101 - 500 baht each time. The most popular place to purchase was fresh market. They preferred purchasing fresh Thai strawberries once seen. In terms of the characteristics of the selected fresh Thai strawberries, most of the respondents preferred selecting fruits with a size of about five-baht coin, entire red fruits with heart share, sweet and sour taste, crispy outside, juicy inside attribute. They preferred purchasing Thai Royal 80 varieties. An influential person for purchase decision was friends/colleagues. The main source of information was from family/relatives. Before making a purchase decision, they searched for more information about strawberry certification standards such as organic, toxic-free certification, etc. They focused on the price before purchasing. After purchasing, most of them recommended others to purchase fresh Thai strawberries. When four marketing mix factors were considered, product, price, place, and promotion were at the high level. A factor with the highest mean was product with a mean of 4.03 and the lowest mean factor was place with a mean of 3.81. Marketing factors significantly affected consumers’ purchase behavior of strawberries in Bangkok Metropolis. Attitude towards product in terms of increased storage life by packaging was related with purchase frequency and volume with a statistical significance level. In terms of attitude towards price, reasonable price for quality was related with purchase selection, frequency, and volume with a statistical significance level. In terms of price, variety of price levels to match with product quality was related with purchase selection, frequency, volume, and size of fruits with a statistical significance level. In terms of place, ease-of-purchase was related with purchase selection, frequency, volume, and size of fruits with a statistical significance level. Attitude towards convenient location near house was related with purchase selection with a statistical significance level. In terms of promotion, freshness guarantee was related with purchase selection with a statistical significance level. Safety guarantee was related with purchase selection, frequency, and volume with a statistical significance level.