ส่วนประสมการตลาดที่มีผลต่อผู้บริโภคในจังหวัดเชียงใหม่ในการซื้ออาหารคีโตเจนิค

Abstract

This study aimed to examine the impact of the marketing mix on consumers in the area, particularly in their decision-making process regarding the acquisition of ketogenic foods. The study population was defined as individuals who resided in Chiang Mai and had previously purchased ketogenic diets, utilizing convenience sampling. The researcher determined a sample size comprising 385 individuals. A questionnaire was developed based on information gleaned from existing theory and pertinent research. The data analysis examined general information regarding respondents and their experiences in acquiring ketogenic food by employing descriptive statistics, such as frequency, percentage, and average. Furthermore, an analysis of the marketing mix factors influencing the purchase of ketogenic food was conducted using T-Test statistics and One-Way ANOVA. The study uncovered significant variations in the impact of the marketing mix across variables such as gender, age, and educational level. Additionally, it examined the average cost per time and the purpose of eating. The demonstrating statistical significance at a confidence level of 0.05, a total of 15 factors were identified. No significant gender-based differences were observed across all factors. Concerning age, significant differences were identified in three factors: strategic placement of ketogenic foods in storefronts for easy location, introduction of quality ketogenic foods or new products to consumers, and provision of delivery services. Regarding educational level, the two factors showed significant differences include the affordability of other brands of ketogenic diets and the availability of online channels for purchasing ketogenic foods. Concerning the average cost per time, six factors exhibited significant differences, including the availability of various types of ketogenic food products (e.g., freshly prepared food, ready-to-eat food, snacks, bakery products, beverages, condiments) through distribution channels. Furthermore, ketogenic foods were obtained through channels such as restaurant pages on social media (Facebook, Instagram, Line), websites, Lazada, and Shopee. Discounts during festivals, opportunities for online reviews, and endorsements by credible medical personnel were also provided. In the eating purpose section, significant differences emerged in five sub-factors, including the clear presentation of information on the ingredients of the ketogenic diet, such as single nuts, cheese, butter (with margarine being prohibited), and lard. Online channels featured easily accessible categories of ketogenic foods for purchase. The availability of 24-hour online ordering, coupled with delivery services, was noted. Positive outcomes from the ketogenic diet, such as improved health and decreased body weight, were emphasized.