Factors affecting the purchasing behavior of healthy food among the population in Ngio Rai Subdistrict, In Buri District, Sing Buri Province

Abstract

This research aims (1) to study the purchasing behavior of healthy food of the population in Ngio Rai Sub-district, In Buri District, Sing Buri Province. The sample group in this research is the population living in Ngio Rai Sub-district, In Buri District, Sing Buri Province who consume healthy food, totaling 400 people. A questionnaire was used as a tool for data collection. The statistics used for analysis were frequency, percentage, mean, and standard deviation. The hypothesis was tested using multiple regression analysis.

The research results can be summarized as follows: (1) Overall, the purchasing behavior of healthy food is highly important to the buyers, with the most important being post-purchase behavior. (2) Personal factors of healthy food buyers, most of whom are female, totaling 300 people, aged 31-39 years, single, with a bachelor's degree, working as employees in private companies, with an average monthly income of 15,001-30,000 baht, and a BMI of 18.5-22.9. (3) Consumer behavior of healthy food buyers, most of whom consume food for Natural health with complete 5 food groups. The reason for consumption is because I want to be healthy. The frequency of consumption is 1-2 times per week. The time of consumption is uncertain. The cost per purchase is 50-100 baht. Choose to buy food from general restaurants. And the person who is the motivation for consumption is myself (4). Test results