dc.description.abstract | This research aims to 1) understand population characteristics that
influence consumer decision making in purchasing frozen food products 2) to
understand types of point-of-sale advertising that influence consumer decision
making in purchasing the frozen food products and 3) to understand the
interrelationship between the population characteristics, and the point of purchase
advertising that influences decision making. There were 400 respondents in this
research that were chosen by using the purposive random sampling method. A
questionnaire was used to collect data. The collected data was then analyzed by
using statistics, including distribution, frequency, percentage, mean, and standard
deviation. Moreover, ANCOVA (One - Way ANOVA) and Pearson correlation coefficient
were used for the hypothesis testing.
The results indicated that most respondents are female between 21 – 30
years old. They are single, have an undergraduate education level, and work at
private or government - owned companies. Their income per month is between
20,001 – 30,000 baht. Their opinions towards overall point-of-sale advertising are
average. The overall point of purchase advertising includes advertising media that
ranges from the most to the least including: product demonstration, advertising
banners, packaging, and product displays, respectively. The respondents' decision
making in purchasing the frozen food product is average, including problem
recognition, evaluation of alternatives, post-purchase behavior, purchase decision,
and information search, respectively.
The hypothesis testing found that;
1) The population characteristics refer to demographics including gender,
age, education level, and average income per month. Whereas the point of purchase
advertising refers to advertising banners, types of packaging, product display, and
product demonstration. This paper attempted to find out whether or not, and how,
each type of point of purchase advertising has influenced the respondents in
purchasing frozen food products within Bangkok. The hypothesis testing showed that
the population characteristics have no influence on purchasing the frozen food
products in Bangkok.
2) However, when controlling the covariate variables (from item 1), the
results differed. It was found that different marital status and occupation has an
influence on decision making in purchasing the frozen food products in Bangkok. The
hypothesis testing found that population characteristics, including gender, age,
education level, and income per month, have differently influenced purchasing
decision process at the point of purchase advertising, including product banners,
product display, and product demonstration. However, packaging has no influence
on purchasing decision of frozen food products.
3) After controlling the covariate variables (from item 1), it was found that
the marital status and occupation have no statistical significance towards the
purchasing decision process. Whereas the independent variables and the covariate
variables have in fact influenced the purchasing decision process. | en_US |