Factors related to health food consumption behavior of undergraduate students in Rajabhat University of Bangkok Metropolis

Abstract

The purposes of this research is to study factors related to health food consumption behavior of undergraduate students in Rajabhat university of Bangkok metropolis. This resasearch was intended to investigate 1) to study the personal factors, family factors and marketing mix factors of undergraduate students in Rajabhat University of Bangkok metropolis. 2) to study health food consumption behavior of undergraduate students in Rajabhat University of Bangkok metropolis. 3) to study the relationship between personality factors, family factors and marketing mix factors, health food consumption behavior of undergraduate students in Rajabhat University of Bangkok metropolis. By using the questionnaire collects data from 400 sampled. The data were analyzed by frequency, percentage, mean, standard deviation, Chi-square and Pearson’s Praduct Correration Coefficient define the statistical significance level .05 Most of respondents were females age between 18-20 years old, studying the first year of Food industry and service, faculty of management science, Most are residential style living houses for rent. Their monthly average incomes were in the range 3,001-5,000 Baht. Family factors most parents graduating grade 6 or 7. General contractor with a career average monthly income of a family is in the range of 20,001-30,000 Baht and the number of family members is in the range of 4-5 people Marketing mix factors found that products based on healthy food labels identify the product date clear. Health food with quality certificates and standards according to the requirements of Ministry of public health and a health food-shaped luxury with the convenient packaging and consumption. Health food consumption behavior, healthy food choices for side consider buying from “FDA” food cleanliness and neatness of the food packaging. To study the relationship between personality factors, family factors and marketing mix factors, health food consumption behavior of Undergraduate students in Rajabhat University of Bangkok metropolis. The results found that 1) For personal factors, their age and average income significantly related of health food consumption behavior. Form healthy dietary pattern 2) Disciplines and universities are significantly related to health food consumption behavior, the attitude to food health side. 3) A study of the father significantly related to health food consumption behavior,sided type of health food. 4) Dietary characteristics of the family,significantly related to health food consumption behavior, sided type of food for health: healthy food consumption patterns. Selection of food for health and food news,information,awareness health. 5) The marketing mix collateral overview of health dietary pattern,healthy food choices for sides,healthy food attitude towards the side,and cognitive health food news statistically significant at the .01