Factors affecting the decisionto purchaseclean food of Generation Y in Muang District UdonThani Province

Abstract

The objectives of this research were 1) 1) to study the buying behavior of clean food Generation Y 2) to study the purchasing decision of Generation Y clean food. and 3) to study the factors of marketing mix that affect the purchase decision of clean food of Generation Y in Muang District UdonThani Province The sample group used in this research was Gen Y consumers in Muang district. UdonThani Province There were 400 people who consumed clean food. The instrument used in this research was a 5-level estimation scale questionnaire with a confidence value of 0.91. The statistics used in the data analysis were percentage, mean, standard deviation and multiple regression analysis. The results of findings were as follows: 1) Generation Y's clean food shopping behavior in Muang District UdonThani Province found that most of them were female, aged between 26-35 years, marital status, graduated with a bachelor's degree occupation: civil servant/state enterprise employee and has average monthly income 15,001-30,000 baht most consumer choice behaviors give reasons for choosing clean food that it is beneficial for health and get a high nutritional value, mostly like vegetable salads fruits that are consumed are eaten at home and eaten with family. The type of clean food that you buy most often. is fresh, non-toxic where to buy clean food most often supermarket eat twice a week/week. There is a cost per time of 201-300 baht per time, which is the person who participates in the consumptiondecided to buy and eat their favorite side dishes. 2)The decision to buy clean food from Generation Y in Muang District UdonThani Province It was at a high level with the highest mean, followed by alternative assessment and information search. 3)Marketing mix factors affect the purchase decision of clean food of Generation Y with statistical significance at the 0.05 level when considering independent variables affecting the purchase decision of clean food is the best The price factor, followed by the product factor and marketing promotion factors, respectively, which can be written as a regression equation as follows:

Y = 0.367+ (0.356X₂) + (0.340X₁) + (0.254X₄) + (0.232X₇) + (0.126X₆) +

                (0.124X₃) + (0.096X₅)