CMU Intellectual Repository: ปัจจัยส่วนประสมการตลาดที่มีผลต่อการตัดสินใจซื้ออาหารกล่องสำเร็จรูปแช่แข็งของผู้บริโภคในกรุงเทพมหานคร = Marketing mix factors affecting consumers buying decision

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Independent Study Title Marketing Mix Factors Affecting Consumers Buying Decision of Frozen Ready-to-Eat Meals in Bangkok

Author Mr. Uthai Sainiyom

Degree Master of Business Administration Independent Study Advisory Committee

Associate Professor Boonsawart Prugsiganont Chairperson

Lecturer Ek Bunchua Member

ABSTRACT

This independent study aimed to study the marketing mix factors affecting consumers buying decision of frozen ready-to-eat meals in Bangkok. The data were collected from 300 respondents by using questionnaires, Descriptive statistics consisting of frequency, percentage and mean, were used to analyze the data.

The study found that majority of the respondents were female, aged between 26-35 years old, having bachelor degree of educational level, having monthly income not more than 10,000 baht. Prantalay brand is the most popular to be bought,The important reason to buy is easy to find on the market, buying by their owned decision. The places to buy are department stores and supermarkets, The money spent on buying is not more than 100 baht and the average frequency of buying is not more than 2 times per weeks. The raw material used in cooking is shrimp.

From the study, the marketing mix factors affecting consumers buying decision of frozen ready-to-eat meals in Bangkok, it was found that the marketing mix factors affecting purchasing decision were overall rated average at high level which can be arranged in respective order as follows: factor on product, factor on price, factor on place and factor on promotion respectively.

When considered the details of minor factors which have highest mean value it can be concluded as follows:

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Factor on product: the questionnaire responders emphasized on cleanliness as priority.

Factor on prices: the questionnaire responders emphasized on having clear label pasted as priority.

Factor on place: the questionnaire responders emphasized on convenience to find the place to buy as priority.

Factor on promotion: the questionnaire responders emphasized on advertisement on various media as priority