The Study of Factors Affecting the Purchasing of Healthy Food Among Working Age Groups Rajamangala University of Technology Phra Nakhon

Abstract

The objectives of this research are to study 1) the importance of factors of the marketing mix in purchasing healthy food, 2) the level of importance of factors in purchasing healthy food among working-age consumers of Chotiwet Center, and 3) the factors of the marketing mix that affects the purchasing healthy food among working-age consumers of the Chotiwet Center. It is quantitative research. An online questionnaire was collected from a sample of 103 purposively randomised. Statistics include mean, percentage, standard deviation, and multiple regression analysis. The research found that most respondents were female, aged 36-45 years, had a bachelor's degree, and had an income of 15,001 - 30,000 baht. Factors in the marketing mix (4Ps) found that consumers in the working age group of Chotiwet Center give importance to marketing factors in purchasing healthy food, arranged in order from price, distribution channel, product side, and sales promotion. The importance level of factors in purchasing healthy food is in order of delicious taste, followed by the convenience of consumption/ease of buying, and price of healthy food. Moreover, the trend towards healthy food, such as vegetable smoothies, was the last. It was found that all aspects of marketing mix factors, including product, price, distribution channels, and sales promotion, affect the choice of healthy food among consumers in this age group with statistical significance at the .05 level.