| dc.description.abstract | This research was aimed to identify personal factors and consumers’ needs of
the marketing mix as well as to study of the strategy development of instant clean foods
business in Bangkok Metro Metropolis. To obtain the data, a questionnaire was
designed to gather the information from the 400 samples in the study selected by
convenience sampling in five out of 50 districts from 50 districts. In-depth interviews
were also arranged among five respondents. The statistical analysis was completed by
percentage, mean, and SD. The hypothesis was tested by the t-test, F-test, and Oneway
ANOVA. To test differences in pairs, LSD was applied at the level of statistical
significance at the 0.05. This research employed mixed research method: the
quantitative research looked into the quantitative data obtained from the respondents
who consumed instant clean foods. Qualitative research relied on the data from the indepth
interviews of the clean food business operators. Concerning the marketing mix,
the targets groups, and marketing strategies, the research revealed most respondents
were single female, who aged 21-30 years old with bachelor’s degrees. The average
incomes were 10,000 - 20,000 baht. Their needs related to the marketing mix were the
importance of products relevant with freshness and cleanness. They highly focused on
food prices and made a wide variety of payments (cash, credit card, online, etc.) The
consumers also paid attention to distribution channels at a high level (store sale,
convenience stores, various online channels, etc.) and convenient to buy from various
reasons such as stores that were close to work, schools, and shopping malls. The
consumers also paid high focus on the clean food promotion. | en_US |
