พฤติกรรมการบริโภคอาหารคลีนของผู้บริโภคเจเนอเรชันเอ็กซ์และเจเนอเรชันวายในจังหวัดเชียงใหม่

Abstract

The objective of this research was to study clean food consumption behavior of Generation X and Generation Y consumers in Chiang Mai province. The data was collected by questionnaires from 400 consumers who have consumed clean food within one year in Chiang Mai. The consumers were divided into two groups: Generation X consumers (200 participants) and Generation Y consumers (200 participants). The data was analyzed by using descriptive statistics included frequency, percentage, mean, and inferential statistics which was comparing the mean differences in the importance of marketing mix between the two generations.

The results reviewed that the majority of consumer from both generations was female. Generation X consumers had an age range of 43-47 years, while Generation Y consumers were aged between 25-30 years. Both groups had attained a bachelor's degree as their highest level of education. Generation X consumers mostly were government/state employee positions with an average monthly income of THB 30,001 - 40,000, while Generation Y consumers mostly worked as private company employees with an average monthly income of THB 10,001 - 20,000.

The results of consumption behavior show that, fish was selected as their top protein source for generation X followed by chicken, and pork while generation Y was preferred fish, followed by pork. The most favored clean food for both generations was mixed vegetable salad. The average spending per meal on clean food for generation X consumers and Generation Y consumers were between THB 50 - 100. The reasons for purchasing clean food were nutritional value for Generation X consumers, while Generation Y consumers focused on nutrition and weight control. Both generations made purchase decisions themselves, often buying the clean food from restaurant. Generation X a clean eating-meal plans is during the day, with a frequency of buying clean food 1-2 times a week, whereas generations Y was in the evening and have a frequency of buying clean food less than 1 time per week. The main sources of information about clean food were online platforms as Facebook and Instagram, and both groups used online payment methods. Regarding marketing mix for choosing clean food of consumers in Chiangmai, taste and deliciousness (mean 4.44) were the most important factors for Generation X consumers, while cleanliness (mean 4.11) and the use of fresh ingredients, toxin-free ingredients (mean 4.11) were important for Generation Y consumers. In terms of price, both generations placed high importance on price relative to the quality of ingredients (mean 4.17 and 3.87 accordingly). Generation X consumers considered a clean, comfortable environment in stores (mean 4.08). while Generation Y consumers valued the convenience of online ordering such as the store's website, Facebook, Instagram, etc. (mean 3.91). In terms of marketing promotion, both generations focused on online advertising, communication, and online activities through platforms as Facebook, Instagram, and Line (mean 4.08 and 3.79 accordingly). When comparing the differences in the mean values of the marketing mix between two generations, it was found that there were slightly differences in sub-factors related to product, price, place, and promotion.