dc.description.abstract | This 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 aspects | en_US |