1. RSUIR at Rangsit University
2. RSU Digital Collection
3. คณะบริหารธุรกิจ BUSINESS ADMINISTRATION
4. BA-MM-M-IDP

Title:	ปัจจัยที่มีผลต่อการตัดสินใจซื้ออาหารสำเร็จรูปแช่แข็งจากร้านสะดวกซื้อของผู้บริโภคในเขตกรุงเทพมหานคร
Other Titles:	Factors influencing decision of frozen food purchasing from the convenience stores in Bangkok metropolitian area
Authors:	วิโรจน์ ตระกูลสุขสันต์
metadata.dc.contributor.advisor:	อิทธิกร ขำเดช
Keywords:	อาหารสำเร็จรูปแช่แข็ง;พฤติกรรมผู้บริโภค
Issue Date:	2555
Publisher:	หลักสูตรบริหารธุรกิจมหาบัณฑิต สาขาวิชาการตลาด คณะบริหารธุรกิจ
metadata.dc.description.other-abstract:	The purpose of this independent study is to study factors influencing the decision making of customer in purchasing frozen food from the convenience stores in Bangkok area. The following objectives 1) To study different personal factors that affect buying decision making of customer in purchasing frozen food from the convenience stores 2) To study customer behavior related to buying decision making of customer in purchasing frozen food from the convenience stores. 3) To study different marketing mix that affect buying decision making of customer in purchasing frozen food from the convenience stores. To bring research sample using random samples from a total experienced from the convenience stores in buying frozen food at the convenience stores in Bangkok of 400 questionnaires used as a tool to collect data. And data analyses with computer program finished with descriptive statistic describe the frequency values (Frequency) percentage (Percentage) average (Mean) and standard deviation values (Standard Deviation) and hypothesis testing. Reference statistics using ANOVA to evaluate T-test and Ftest value Sig correlation and measure the distribution of error values. To analyze the relationship of different variables and with 0.05 significance level research appears as follows. Findings involve personal data and buying decision making of customer in purchasing frozen food of the most respondents are aged 20-30 years old, single and Bachelor degree. Most of them are private enterprise employees with revenue of over 20,001 – 30,000 Baht. ง Hypothesis 1. Individual factors show that the different gender, age, marital status, career education level and incomes per mouth made different decision making affect the purchasing decision making of customer in purchasing frozen food from the convenience stores. Hypothesis 2. Behavior factor: product, distribution, promotion, type of food to buy, place of buying, frequency of buying, volume of buying and time of purchase related to the purchasing decision making of customer in purchasing frozen food from the convenience stores. Hypothesis 3. Marketing mix factor show that the different product place promotion to related the purchasing decision making of customer in purchasing frozen food from the convenience stores but except factor of price don’t related the purchasing decision making of customer in marketing mix factor for purchasing frozen.
metadata.dc.description.degree-name:	บริหารธุรกิจมหาบัณฑิต
metadata.dc.description.degree-level:	ปริญญาโท
metadata.dc.contributor.degree-discipline:	หลักสูตรบริหารธุรกิจมหาบัณฑิต แขนงวิชาการตลาด
URI:	https://rsuir-library.rsu.ac.th/handle/123456789/3067
metadata.dc.type:	Other
Appears in Collections:	BA-MM-M-IDP

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