A decision making process for buying Yoghurt of consumer in Bangkok

Abstract

The purposes of this research were 1. To study a decision making process for buying Yoghurt of consumer in Bangkok, 2. To study a decision making process for buying Yoghurt of consumer in Bangkok classified by personal factors, 3. To study the marketing mix that affects the decision making process for buying Yoghurt of consumer in Bangkok.

The sample group was 400 people of consumer in Bangkok who buy Yoghurt. All data were collected by questionnaire. The data collected were analyzed by using the frequency, percentage, mean and standard deviation. The hypotheses was tested by Independent Sample (t-test), One-Way ANOVA (F-test). In case of its had statistical significant different testing, we use will a pair of variables by LSD and Multiple Regression.

The results showed that Consumers in Bangkok who buy Yoghurt are mostly females aged between 21-35 years old. Have a career as an employee / company with a monthly income of 10,001 - 30,000 baht and a single status. The results of hypothesis testing showed that Consumers in Bangkok metropolitan areas with different personal, except different careers factors made no difference in decision making process. Marketing Mix factors which are Product, Price, Place, and Promotion affect to the decision making process of consumer buying Yoghurt from consumers in Bangkok.