Marketing and Socio-Psychological Factors Influencing Consumption Bakery Product in Thailand-Reference-Cited by-同舟云学术

Marketing and Socio-Psychological Factors Influencing Consumption Bakery Product in Thailand

Published:2022-04-01 Issue:1 Volume:17 Page:256-271
ISSN:2344-5416
Container-title:Studies in Business and Economics
language:en
Short-container-title:

Author:

Pornnapa Thanapotivirat¹,Tharnupat Jithpakdeepornrat¹

Affiliation:

1. Rajamangala University of Technology Thanayaburi , Pathum Thani , Thailand

Abstract

Abstract The aim of research was to study consumer buying behavior for bakery products in Thailand and to investigated the effect of marketing and socio-psychogical factor on the consumption bakery product in Thailand. Population of the research was the consumer who consume the barkery within 400 samples. The researchers obtained questionaire in Pathumwan District, Sathorn District, Silom District, Bang Rak District, which is an economic district and has a variety of snack shops and bakery shops. The data analyze was applied by percentage, mean, and standard deviation. To test the research hypotheses, Multiple Regression statistics was used. The results showed that marketing and socio-psychogical factor influenced consumer behaviors for bakery products in Thailand within significant at the 0.05 level.

Publisher

Walter de Gruyter GmbH

Subject

Economics, Econometrics and Finance (miscellaneous),Business, Management and Accounting (miscellaneous),Social Psychology

Link

https://www.sciendo.com/pdf/10.2478/sbe-2022-0017

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