ความต้องการและปัญหาของผู้บริโภคเจเนอเรชันเอกซ์ในอำเภอเมืองเชียงใหม่ต่อการซื้อผลิตภัณฑ์ถั่วเอดามาเมะแช่แข็ง

Abstract

This research aims to study the needs and problems of generation x consumers in Mueang Chiang Mai district towards purchasing frozen edamame products. This research was described as mixed method. Data was collected using questionnaire and in-depth interview. The questionnaire was distributed 300 consumers of generation X in Mueang Chiang Mai district by using a convenience sampling method. The statistical method applied in this research were frequency, percentage, mean, t-test and One-way ANOVA at the significant level of 0.05. The results found that most of the respondents were female, having marital status, aged 54 - 58 years old, with an educational background in bachelor's degree, Living in a single house. Favorite leisure activity is watching entertainment media, the most type of snack selected is fresh fruit which the value in selecting snacks is delicious, buy snacks at convenience stores. The results of the study of opinions on marketing mix affecting respondents towards frozen green soybean products showed that the respondents gave the highest degree of appropriateness in each factor as follows: The product factor is that the package of frozen green soybean should have a consumption recommendation. The price factor is that the price should be the same as other brands that are sold. The distribution channel factor is that if purchasing through online channels, it should be delivered to the buyer within 1 day. The marketing promotion factor is that the product should be stored in a freezer to make it look fresh. Findings of information about the problem or concern that there will be a problem during the research process of purchasing and consumption of frozen green soybean found that the respondents had problems or concerns when seeking information about frozen green soybean is not knowing where to buy them. The problem or concern during purchasing frozen green soybean is the small number of distribution channels. The problem or concern during consumption of frozen green soybean is unclean hands.