Factor Influencing Consumer Purchase Decision for Packaged Organic Foods in Bangkok

Abstract

The objectives of this research were to survey consumer behavior in their purchase of organic food, and to study relationship between marketing mix factors, including product, price, place, promotion, people, process, and physical evidence, and psychological factors. Demographic characteristics including, gender, age, education, religion, occupation, and monthly income of consumer in Bangkok were considered in analysis of results. This study was a survey research. Samples were 400 consumers, who used to buy organic food, questionnaire technique was used in collecting data, and statistical analysis tools in use included frequency distribution, mean, standard deviation, and multiple regression.

Results revealed that most of respondents were female, single, with ages in the range of 21-30 years old, holding bachelor’s degrees, Buddhist, business employees, and earning below 10,000 baht. Results from the Hypothesis test revealed marketing mix factors, including promotion, psychological factors on benefits awareness and value perception had influences on consumer purchase decision of packaged organic food at 0.05 level of significance.