Factors Affecting Consumers’ Decision to Purchase Consumer Products in Supermarket in Bangkok

Abstract

This research aims to study the consumer behavior in making purchase decisions for consumer products in supermarkets in Bangkok. The study used demographic factors, consumer behavior analysis, marketing mix, and purchase decision as factors. This is a quantitative research in a survey form. Data was collected using online questionnaires via Google Form and QR Code, and paper questionnaires. The sample group consisted of 400 consumers who had purchased consumer products in supermarkets in Bangkok, aged 25-65 years. The research results revealed various factors that influence the purchase decision of consumer products in supermarkets in Bangkok. In summary, consumers tend to choose products that offer convenient distribution channels, leading to an increase in online purchases. They also compare product quality and price before making a purchase decision. Business operators can use the information from this research to develop marketing strategies that create satisfaction and meet consumer needs, resulting in increased sales and competitiveness.