| dc.description.abstract | This research has objectives 1) to study about personal factors of bakery buyers; 2) to study about behavior of selection to buy bakery of consumers; 3) to study about marketing factors affecting behavior of selecting to buy bakery of consumers; 4) to study regarding relations between personal factors and behavior of selecting to buy bakery of consumers and 5) to study the relations between marketing mix factors and behavior of selection to buy bakery of consumers in Mueang Nonthaburi District, Nonthaburi Province. Sample group contained buyers of bakery in Mueang Nonthaburi District, Nonthaburi Province, numbering 400 buyers. Research tools are questionnaires. Statistics used in analysis of data comprised frequency, percentage, mean, standard deviation and chi-square. The researcher analyzed the statistic information by using computer programs.
The research result found that : 1) most consumers were female, aged below 20 years, education was in Bachelor's Degree; most were school students and university students, having average income per month for 10,001-20,000 Baht; 2) behavior of selection to buy bakery of consumers in Mueang Nonthaburi District, Nonthaburi Province, it was found that most consumers selected to buy bakery from beverage and bakery shop. Type of bakery selected to buy was bread. The reasons to use bakery shop service were that bakery was delicious. Opportunity to select for buying bakery was to consume by themselves. The period for selecting to buy was 15.00-18.00 hours. Expense in buying bakery, in average per time for 51-100 Baht. Frequency in using bakery shop service was 1-2 weeks per time; 3) the factor of marketing towards selection to buy bakery of consumers. In the overview, the evaluation result was in much decision. When each aspect was considered, it was found that in the aspect of products and in the aspect of service providing process, the result was in the most level and the aspect of distribution, price and marketing promotion, were in much level; 4) relations between personal factors and behavior of selection to buy bakery of consumers in Mueang Nonthaburi District, Nonthaburi Province, it was found that gender, age, education level, occupation and average income per month, had relations, having statistical significance at level of .05 and 5) relations between marketing mix factors and behavior of selection to buy bakery of consumers in Mueang Nonthaburi District, Nonthaburi Province, it was found that the aspect of product, price, distribution, marketing promotion and aspect of service providing process, had relations with statistical significance at level of .05. | en_US |
