Buying decision of clean food among working age group in ratchathewi area

Abstract

This research aims to study the demographic characteristics affecting the decision-making of the working-age group in Ratchathewi District, Bangkok, Thailand, to buy clean food and examine the marketing mix influencing their decision-making. The study population comprised 68,635 people aged between 21 and 59 years in the group mentioned above. The sample consisted of 397 people. Descriptive statistics, frequency, percentage, mean, and standard deviation (SD), and inferential statistics, i.e., independent samples t-test, one-way ANOVA, Pearson correlation coefficient analysis, and multiple regression analysis, were used to analyze the collected data. The research results illustrated that demographic factors, like the different ages and educational backgrounds, caused differences in the decision-making to buy clean food at a statistically significant level of 0.05. Moreover, the marketing mix, involving product, price, and promotion, positively impacted the overall decision-making to buy clean food. It also positively affected the decision process of the need arousal or problem recognition (ND), information search (IS), evaluation of alternatives (EA), purchasing decision (PD), and post-purchase behavior (PB). Furthermore, the place positively impacted the overall decision-making only in the PB process. Since the product, price, and promotion affected each aspect of the decisionmaking process (ND, IS, EA, PD, and PB), it was recommended that the clean food shops should pay more attention to these aspects