Marketing mix factors related to the elderly behavior regarding consumption of suki food in bangkok

Abstract

The objectives of this study were 1 ) to investigate the marketing mix factors influencing sukiyaki consumption among the elderly in Bangkok, 2) to explore the consumer behavior of the elderly in sukiyaki consumption, and 3 ) to study the relationship between marketing mix factors and the behavior of the elderly in sukiyaki consumption in Bangkok. The sample was 400 elderly people aged 6 0 years and over who living in Bangkok and consumed sukiyaki as food. A questionnaire was used as a research instrument. Statistics used in data analysis were frequency, percentage, mean, standard deviation and hypothesis testing using Chi-Square. The results found that 1) overall opinion of the sample group was at a high level, in terms of opinion on service staffs, distribution channels, product price, service process and physical environment except for marketing promotion, there was at moderate opinion. 2) In terms of sukiyaki consumption behavior, the most popular ingredients in sukiyaki were fresh vegetables, meat and meat products, noodles and starchy foods, eggs, and mushrooms. The sample group liked to consume in sukiyaki restaurants. The reasons for sukiyaki consumption were the taste, quality, freshness, various menus, and the price of the food was reasonable with the quantity and quality. The frequency of consuming sukiyaki was less than once a month, followed by once a month. The average food cost was between 201-300 bath per person. Most sukiyaki consumption time was on weekends between 13.01-16.00. Most of the consumption consisted of family members and the number of people eating was 4 or more. 3) Marketing mix factors included product factors, price, distribution channels, marketing promotion, service staffs, service process, and the physical environment found to be related to Suki food consumption behavior in terms of the reason for consumption, the frequencies used in food consumption per month, the average consumption cost per time per person, and the time spent in food intake with statistical significance at the .05 level.