Factors affecting to customers’ decision in using bakery shops in bangkhen district , Bangkok

Abstract

The objectives of this study is to 1) study the behaviors of consumption of baked goods in Bangkhen district, Bangkok and 2) study factors of decision making of consumers on services. We have sample of 400 subjects and used statistical methods consist of frequency, proportion, mean, standard deviation, t-test and F-test. From the results, we found that most of the consumers are female of age between 20 – 30. Most of our samples are students and have income less than 10,000 baht per month. For the results on behaviors, we found that most purchases are for self-consumption. Cakes are the most popular baked goods. There’re 1 – 3 quantity of goods per purchase and cost around 70 -150 baht. The frequency that samples go to bakery is 1 – 4 times a week from Monday to Friday and around 15.01 – 19.00. Samples mostly got information of bakery from personal communication. The results show that price is the most important factors influence on consideration of consumers, given ( = 4.46) of mean. While other important factors are products ( = 4.37), convenience ( = 4.10), brand loyalism ( = 4.05), commercial ( = 3.99), brand’s quality ( = 3.96) and brand ( = 3.85). There’s no difference on the influence of gender on consumption but there’s a significant difference between price and brand’s quality, and between ages, and between convenience and commercial.