LIFESTYLE AND MARKETING MIX AFFECTING RETENTION BUYING DECISION OF HEALTHY FOOD FROM MODERN RETAIL STORES IN NONTHABURI

Authors

  • Pramemika Sirivisakevong Food Business Management, Panyapiwat Institute of Management

Keywords:

Lifestyle, Marketing mix, Purchasing decision process, healthy food

Abstract

       The objectives of this research were (1) to study customer lifestyle affecting retention buying decision of healthy food from modern retail stores of consumers in Nonthaburi province; and (2) to study marketing mix factors affecting retention buying decision of healthy food from modern retail stores of consumers in Nonthaburi province.

       This research was a quantitative research. A questionnaire was used as a tool to collect data from 400 consumers who used to purchase a healthy food from modern retail stores. The data were analyzed by using the frequency distribution, percentage, mean and standard deviation; while hypotheses were tested by using multiple regression analysis at the .05 significance level.

       The research findings revealed that the majority of questionnaire respondents had opinions towards the overall life style at the high level, with the most importance given to the interesting aspect, the activity aspect, and the opinion aspect, respectively. Their opinions toward the marketing mix factors as a whole were at the high level. When specific marketing mix factors were considered, it was found that the factor of selling place received the highest opinion, followed by the factors of price, product, and promotion, respectively. Most consumers had opinions towards the process of retention buying decision as a whole of healthy food from modern retail stores at the high level. When specific aspects of the buying decision were considered, it was found that the specific aspect of buying decision received the highest opinion, followed by the aspects of post-buying behavior, alternative evaluation, realization of overall problem, and the search for overall data, respectively.

       As for results of hypotheses testing, it was found that the specific aspects of the consumer’s lifestyle of activity, interest, and opinion significantly affected the retention buying decision of healthy food from modern retail stores in Nonthaburi province at the .05 level of statistical significance. Also, the marketing mix factors of product, price, place and promotion significantly affected the retention buying decision of healthy food from modern retail stores in Nonthaburi province at the .05 level of statistical significance.

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Published

2024-06-26