Point of Purchase towards Buying Decision of Frozen Food in Bangkok

Abstract

                  The objectives of this research were :  1) To understand the demographic characteristics influencing consumers' decision to buy frozen foods.  2) To know the type of advertising at the point of sale that influences consumers' decision to buy frozen foods.  3) To understand the relationship of population and advertising at the point of sale to the decision-making process The sample groups of 400 passengers were selected by using a random sample (Purposive Random Sampling). Questionnaires were used to collect research data and were analyzed by using descriptive statistic, which frequency, percentage, mean, and standard deviation were used for data explanation while inferential statistic, ACOVA (One-Way ANOVA) and Pearson correlation coefficient.

                  The results reveal that factors of most of the respondents were female, aged 21-30 years old, single, graduated with bachelor’s degree, companies private employees/state enterprise employees, and earn a monthly income less 12,001-30,000 baht. The opinions on advertising at point of sale were at a moderate level. Sort the media type by descending order as follows: Product Demo Type Banner Plate Type Type of package / package available and type of product placement. The opinion on decision to buy frozen food was at a moderate level. By ordering the decision to buy from the least to the problem of awareness. Alternative Assessment Behavior after Buying decision and the search field.

The results of hypothesis testing showed

1) The demographic characteristics include gender, age, education and monthly income, along with advertising at the point of sale, including the type of billboards. Packaging type or package Layout type Different types of product demonstrations influence the decision to buy frozen foods. In Bangkok The hypothesis test results show that demographic characteristics include gender, age, education and monthly income. Influence of purchasing decision on frozen food in Bangkok was not significantly different.

2) But shared variables When controlling the cohort variable (# 1), the demographic characteristics were sex, age, education level. And average monthly income Along with advertising at the point of sale is the type of billboards. Packaging type or package Layout type And product demonstration categories Population characteristics include different status and occupation. The results of the hypothesis testing showed that the demographic characteristics were sex, age, education level. And average monthly income Influence on the decision making process varies, along with advertising at billboards. Layout type And product demonstration categories Influence the purchase decision process differently, except for point-of-sale, package type or packaging. Influence the decision to buy frozen food. not different

3) When controlling the common variables (item 1), it was found that the status and occupation did not influence the decision making process significantly. Independent variables and variables together have influenced the decision-making process