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dc.contributor.authorNutnok, Kanthisaen_US
dc.contributor.authorกัญฐิสา นุตนกen_US
dc.date.accessioned2023-05-01T08:26:23Z
dc.date.available2023-05-01T08:26:23Z
dc.date.issued2023-05-01
dc.identifier.urihttp://repository.rmutp.ac.th/handle/123456789/4083
dc.descriptionการค้นคว้าอิสระ (บธ.ม.) -- มหาวิทยาลัยเทคโนโลยีราชมงคลพระนคร, 2564en_US
dc.description.abstractThis research aims to study the demographic characteristics affecting the decision-making of the working-age group in Ratchathewi District, Bangkok, Thailand, to buy clean food and examine the marketing mix influencing their decision-making. The study population comprised 68,635 people aged between 21 and 59 years in the group mentioned above. The sample consisted of 397 people. Descriptive statistics, frequency, percentage, mean, and standard deviation (SD), and inferential statistics, i.e., independent samples t-test, one-way ANOVA, Pearson correlation coefficient analysis, and multiple regression analysis, were used to analyze the collected data. The research results illustrated that demographic factors, like the different ages and educational backgrounds, caused differences in the decision-making to buy clean food at a statistically significant level of 0.05. Moreover, the marketing mix, involving product, price, and promotion, positively impacted the overall decision-making to buy clean food. It also positively affected the decision process of the need arousal or problem recognition (ND), information search (IS), evaluation of alternatives (EA), purchasing decision (PD), and post-purchase behavior (PB). Furthermore, the place positively impacted the overall decision-making only in the PB process. Since the product, price, and promotion affected each aspect of the decisionmaking process (ND, IS, EA, PD, and PB), it was recommended that the clean food shops should pay more attention to these aspectsen_US
dc.description.sponsorshipRajamangala University of Technology Phra Nakhonen_US
dc.language.isothen_US
dc.subjectHealthy fooden_US
dc.subjectอาหารเพื่อสุขภาพen_US
dc.subjectDecision makingาen_US
dc.subjectการตัดสินใจen_US
dc.subjectShoppingen_US
dc.subjectการซื้อสินค้en_US
dc.titleBuying decision of clean food among working age group in ratchathewi areaen_US
dc.title.alternativeการตัดสินใจซื้ออาหารคลีน ของกลุ่มวัยทำงาน ในเขตราชเทวี กรุงเทพมหานครen_US
dc.typeIndependent Studyen_US
dc.contributor.emailauthorarit@rmutp.ac.then_US


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