ทัศนคติและปัจจัยที่มีอิทธิพลต่อการตัดสินใจซื้อน้ำนมถั่วเหลือง ผสมข้าวโพดของผู้บริโภคในอำเภอเมือง จังหวัดเชียงใหม่

Abstract

The research aim to study 1) The market survey soy milk drink in Mueang District, Chiang Mai Province. 2) Study Consumer attitudes on products corn-soy milk 3) Study the factors influencing decision to corn-soy milk buying .The study collected needed data from 400 consumer. Data analysis included descriptive statistic. Description of the data collected. By percentage, average frequency, maximum, minimum, and standard deviation and logistic regression analysis. The behaviour and attitude of the education consumers. it was found that consumers, mainly female level bachelor's degree professional employees and bureaucrat age 21-35 years and the average income of 10,000-20,000 baht. Most respondents do not have health problems. There is no soy milk allergy by to exercise 1-2 times/week. soy milk products most popular brand soy milk consumption vitamilk and lactasoy to soy milk is not mixed with cereal. by consuming soy milk packaging box for about 1-2 times per week buying drink soy milk regularly at the dealer shop (7- ELEVEN) by consumers attitudes towards drinking soy milk The comments by the attitude Strongly disagree with soy milk is a product that is easy to eat, and soy milk are beneficial to the body. In the level of the comments agree with is the attitude that the soy milk can substitute for cow's milk products on the market. Soy milk contains benefit can prevent osteoporosis. disease, constipation and soy milk products brand quality and reliability A study of consumer attitudes toward a product corn-soy milk . which the researchers have made the production of corn-soy milk packaging bottle. by consumers a product tasting trials inquire about attitude taste. product characteristics prices and usefulness found that consumer attitudes that affect products corn-soy milk .The level of corn soy milk products. the taste attitudes. By flavor components the concentration of soy and corn milk. Attitudes towards the product, which is characteristic of this product packaging storage clean good quality, consumed with food components details quantity and suitability of the product. Price 15 baht per bottle attitude which looks like this: the price is right for the value received, reasonable price. Very inexpensive, when compared to the brand according to the market. The benefit of that attitude nutritional products consume this is for all ages. can be Prevention and treatment of heart disease, cancer, osteoporosis. Education about accept the products corn-soy milk. it was found that consumer acceptance of products corn-soy milk taste the concentration of milk beans and corn. The characteristics of the products are beautiful. Convenient storage for consumed a keeping quality best that can consume products have all ages a high nutrition. prevention and treatment of disease. part price consumers think high price but if there is benefit will buying consume. A study of the factors Influencing consumers’ corn-soy milk buying decision in Mueang District, Chiang Mai Province. which contains the results of analyses using the logit Suite. Factors influencing the decision to purchase a corn-soy milk that affect consumers. Is the taste and price of 15 baht per bottle. Results from the study found that the flavor intensity mixing corn-soy milk is delicious. Affect consumer purchasing decisions corn-soy milk added. price of 15 baht per bottle reasonable price with value received When consumers see the corn-soy milk price 15 baht per bottle. There are too many affordable prices you can get the value of soy milk and the milk in the bottle either 2 corn the same product affordable compared to brand name according to the market. When consumers see that corn-soy milk prices also received 15 baht per bottle taking advantage of the price of corn milk brand as the market stood at 13-16 baht to soy milk has been mixed cereals that taste is not pleasant. Prices suitable fits the quantity can indicate that corn-soy milk in price 15 baht per bottle of 200 ml in quantities in corn-soy milk then the consumer is acceptable when compared to the volume of the markets that it was volume brands may not be consumers exhausted within the same day that the consumer has the opportunity to make the decision to purchase a corn-soy milk. Results from the study can be applied in defining the marketing strategy to planning production distribution corn-soy milk meets the needs of consumers.