The Behavior decision making Consumer Study to Buying of the Hydroponic Vegetable

Abstract

This independent study aimed to study the marketing factors affecting the purchasing of hydroponic vegetable such as product, price and promotion classified by customer personal characteristic. Such as sex, age and behavior consumer Research population of this study were customer of Bangkok. Sample size were 160. Data were collected by using a survey questionnaire and conduct data analyze by computer to find frequencies percentage, means and Standard deviation.  Result: The respondent of this study were 160 persons most of them were female…… persons. Age between 26-35 years most respondents graduated in bachelor’s degree. Occupation of most respondents are employee monthly income between 10,001- 15,000-baht overall consumer opinion on behavior consumer affecting the purchasing of hydroponic vegetable in Supermarket. Consumer are comfortable because hydroponic vegetable indicate on Saturday- Sunday, especial Chinese kale because they want to take care their health. Consumer almost buy Chinese kale in amount of 101-200 baht. The most important factors are product price and place respectively. The knowledge gained from research on consumer knowledge and purchasing behavior of pesticide-free vegetables in Bangkok revealed the following benefits of consuming pesticide-free vegetables: High safety: Reduces the risk of chemical accumulation in the body; Good for health: Provides full nutritional value; Reduces allergies: Reduces the chance of allergic reactions to chemical residues; Good for the environment: Helps reduce chemical contamination in soil and water.