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• W3214286035 abstract "At present, clean food has gained popularity and continuously increased in demand, which is caused by the current health consciousness of consumers who aim to reduce the risk of various diseases. As a result, the clean food business tends to grow more, thus allowing the competition among the entrepreneurs to create products to meet consumer needs. The purpose of this study was to examine behaviour of consumers who buy an online clean food and marketing mix affecting decision to buy an online clean food. This research employed a mixed research method: the quantitative research looked into the quantitative data obtained from the respondents through the online questionnaire. For the analytical method, the researcher designed a survey for 2 groups of sample comprising 400 samples of consumers who regularly buy and consume clean food online by themselves with the frequency of at least once a week for a period of one year or more in Bangkok, and 6 samples of clean food online entrepreneurs. Descriptive statistics, for example, frequency and percentage, were used to describe the comparison of personal factors of respondents, the behaviour of buying decision on clean food online of people in Bangkok, and marketing mix affecting the decision to buy an online clean food. Moreover, the average was used to describe the character of the data and made a ranking of the critical factors that affected the buying decision on clean food online of people in Bangkok. However, the qualitative research relied on the data from the in-depth interviews of clean food online entrepreneurs by using the content analysis to analyse. Results of the questionnaire and interviews were analysed through the principle of the marketing mix; product, price, place and promotion, and the decision to buy an online clean food. The results of the study were to propose factors that influence the decision to buy clean food online, which will help entrepreneurs to use the information to plan, adjust, or develop the business further. The result indicated that the majority of respondents were aged 30-39 years old with a bachelor s degree. They were business owners and earned an average monthly income not exceeding 40,000 Baht. In addition, factors that influence the decision to buy clean food online of Bangkok people were the quality of ingredient (average=4.39), followed by the taste of clean food (average=4.33) and reasonable price (average=4.27), respectively." @default.
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• W3214286035 date "2018-01-01" @default.
• W3214286035 modified "2023-09-26" @default.
• W3214286035 title "Factors affecting the buying decision for clean food online business" @default.
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