Factors that affect the buying choices of fresh food of people in the Lad Phrao, Bangkok

Abstract

          This research was aims to study the level opinions about the factors that affect the buying choices of fresh food of people in the Lad Phrao, Bangkok and compare the factors that affect the buying choices for fresh food of people in the Lad Phrao, The research sample group was 400 people in Lad Phrao, Bangkok. The tool used in data collection was a five-level scale questionnaire and analyzed by computer. The statistics used for data analysis was percentage, frequency, average, standard deviation. They test the hypothesis by use t - Test and One - Way ANOVA by define the level of statistical significance at .05.

          The results found, factors that affect the buying choices of fresh food of people in the Lad Phrao, Bangkok, mostly were female in aged between 21-30 years and the most status were married withe bachelor's degree and the most income were from 10,001-15,000 baht. The overall of buying choices of fresh food of people in the Lad Phrao, Bangkok was considered in many aspects found that the highest average scores were the cost of buying per time, next was the frequency of purchase per time, the amount of consumption per month, the reasons for choosing and the lowest average scores were form.

          For hypothesis testing, found that marital status, education level, income level were factors that affect the buying choices of  fresh food in Lad Phrao, Bangkok were different and also found that age was related with the frequency for purchase. Revenue was also associated with the expense of buying per time.