FACTORS AFFECTING CONSUMERS’ DECISIONS TO USE AIR FRYERS IN THAILAND
Keywords:
Air Fryer, Usage Decision, Logit Model, Consumer Behavior, Marketing MixAbstract
This study aimed to examine the factors affecting consumers’ decision to use air fryers in Thailand. A quantitative research approach was employed, and data were collected through an online questionnaire from 498 respondents. The data were analyzed using a logit model because the dependent variable was binary, indicating whether respondents currently use an air fryer or not. The results showed that the factors significantly affecting the decision to use an air fryer at the 0.10 significance level were age, employment status, monthly income, an education level below a bachelor’s degree, type of residence, available space for cooking appliances, eating and cooking behaviours, and product factors related to appearance or design. In contrast, price, distribution channel, and promotion factors were not statistically significant. The findings suggest that the decision to use an air fryer is more closely related to purchasing power, household context, cooking behaviour, and product suitability for everyday use than to short-term marketing incentives. Therefore, entrepreneurs should focus on product design, a size appropriate for household kitchen space, ease of use, and communication of practical product value to consumers who regularly cook at home
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