Consumer behavior and factors related to purchasing decisions Jelly products from coffee cherry peels in Chiang Mai Province

Abstract

            Research on Consumer behavior and factors related to purchasing decisions Jelly products from coffee cherry peels. It is correlational research. The objective is to study the consumer behavior. Study of personal factors, consumer behavior and marketing mix factors that are related to the decisions to purchase Jelly products from coffee cherry peels. Moreover, study the factors influencing the intention to purchase food products made from coffee cherry peels. It is correlational research.  The sample group consisted of 400 participants who had previously consumed jelly in Chiang Mai. Data analysis uses descriptive statistics such as frequency, percentage, mean, and standard deviation. In addition, reference tests, including chi-square and independent two-group t-tests.

The research results found that most respondents were male, aged 26-35 years, and had a bachelor's degree. Occupation: Employees of a private company have a monthly income of 40,000-50,000 baht. Most have food products made from coffee 2-3 times a week and eat jelly once a week. There is a cost to buy jelly. Per time per person, an average of 31-40 baht. Most respondents choose to buy from online stores. Furthermore, the desired property of jelly is to reduce sugar. Most of them have hobbies: listening to music, watching series, and seeking healthy food. 48.25% of respondents chose coffee jelly as an appetizer. Most want to try new products. The average popularity scores of jelly flavors were at a high level. And the average of the opinion scores on the marketing mix factors of price, Product, Promotion, and Place. The results of the hypothesis testing found that the frequency of eating food products made from coffee and marketing mix factor the promotion have a significant relationship with the decision to eat jelly products made from coffee cherry peels at the .05 level.