CONSUMPTION AND PURCHASING BEHAVIORS OF BROWN RICE CONSUMER IN PATHUMTHANI PROVINCE

Abstract

The objective of this research were to 1) study the significant level of purchasing behaviors and consume of brown rice consumer      2) study relationship between personal data and significant level of purchasing behaviors and consume of brown rice consumer in Pathumtani province. Sample size was 385 respondents and questionnaires were used as the instruments for gathering data with IOC = .89 and cronbach’s Alpha Coefficient = .79. The data were analyzed by frequency, percentage, mean and standard deviation, and Chi-Square. The study results showed that:

The majority of respondents were female, age between 31-40 year’s old, average income  10,001-20,000 Baht, educational status were bachelor degree, working as government officers; state enterprise, private company and there were at least 2 persons in the family.

The majority of respondents related to purchasing behavior and consume of brown rice consumer were: daily consume , concentrate pale brown rice, purchased from supermarket, perceived data from internet, purchase according to advice of relative, purchased every two months, size one kilogram and purchase brown rice in order to get good health.

Hypothesis testing showed that there were relationship between purchasing behaviors and consume of brown rice consumer and personal data including: gender, age, average income per month, and number of member in family. But there were no relationship between education status and marriage status with purchasing behaviors and consume of brown rice consumer at statistical significant level of .05