พฤติกรรมผู้บริโภคในกรุงเทพมหานครในการซื้อปลากระป๋อง

Abstract

The purpose of this independent study was to study the behavior of consumers in Bangkok toward purchasing of canned fish. The questionnaire was used to collect data from 400 consumers who lived in Bangkok and had bought canned fish. The samples were selected by using quota and convenience sampling method. The collected data was analyzed by descriptive statistics, frequency and percentage. For general data, it was found that the majority of the questionnaire respondents were female, 21 – 25 years old, with the highest level of education of Bachelor’s degree. The majority of the respondents worked for companies or private employers. They earned an average of 15,001 – 20,000 baht per month. Most respondents were single. The number of their family member was 3 – 4 persons. The average family income was 30,001 – 40,000 baht. From the study of the consumers’ behavior, it was found that the brand that they had bought was Sam Mae Krua (Three Lady Cooks). The brand they still bought was also Sam Mae Krua (Three Lady Cooks). The brand they bought the most often was Sam Mae Krua (Three Lady Cooks). The main consideration upon buying was the brand. The reason for buying the particular brand was the delicious taste. The main menu they prepared with canned fish was Yum Pla Ka Pong (canned fish with chilli and herbs).The most influential person on buying decision was the respondents themselves. The occasion for buying was for everyday meal. The frequency of buying was not more than once per month and they bought 1 – 3 units per purchase. The most popular place for buying canned fish was 7 – Eleven. The consumers sought information before buying by comparing products before buying. Their post-purchase behavior was buying the brand they had bought before. The marketing mix factors that affected purchasing of canned fish were ranked at the high level. The sub factors that the respondents ranked as the high level of importance were as follows. For product, it was the FDA label .For price, the price matched product quality. For place, it was the standard of cleanliness at the convenience store. And for promotion, there was discount.