THE FACTORS AFFECTING THE DECISION OF CONSUMPTION AND PURCHASE OF PLANT-BASED MEAT PRODUCTS OF PEOPLE IN BANGKOK AND PERIMETER

Kanoknart Jimjapo, Pennapa Roolak, Sumalee sangpag, Sathapath Kilaso

ABSTRACT:

This article aims to 1) To study the factors of marketing mix affecting the decision of consumption and purchase of Plant-based meat products of people in Bangkok and Perimeter. 2) To study the differences in demography that affect the decision of consumption and purchase of Plant-based meat products of people in Bangkok and Perimeter. and 3) To study the consumption behavior and purchase of Plant-based meat products of people in Bangkok and Perimeter. In this study, the researcher used quantitative research. The aim is to study factors affecting the decision of consumption and purchase of Plant-based meat products of the people in Bangkok and Perimeter. Which is surveyed by online questionnaires The scope of the research was a sample population of 400 people in Bangkok and Perimeter who had consumption and purchase behavior of plant-based meat products and the statistics used for data analysis were One-Way ANOVA, Factor Analysis and Multiple Regression. The results of the research revealed that most of the respondents were female. In the age range of 21 years - 29 years. Have a bachelor's degree. Career students and students The average monthly income is in the range of 5,001 - 10,000 baht, according to the study of the relationship between demographics and purchasing decision, it was found that different demographic factors did not affect the decision of consumption and purchase of Plant-based meat products of the people in Bangkok and Perimeter And from the analysis of the factors of marketing mix, it was found that there was a price factor. It is a factor affecting the decision of consumption and purchase of Plant-based meat products of the people in Bangkok and Perimeter. Statistically significant at 0.05

KEYWORDS: Plant-Based Meat, Purchase Decision, Marketing Mix Factors

DOI: 10.62788/b9W7n6P3dL

PUBLISHED IN: ICMIESS 2023 Conference Proceedings

DATE OF CONFERENCE: 1st - 2nd MAY 2023

CONFERENCE LOCATION: OKINAWA, JAPAN

PUBLISHER: EDUCATION STUDIO (THAILAND) CO., LTD.

ELECTRONIC ISBN: 978-616-7901-68-8

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