ทัศนคติ พฤติกรรม และปัจจัยที่มีผลต่อการเลือกซื้อน้ำมันมะพร้าวบริสุทธิ์ของผู้บริโภคในเขตกรุงเทพมหานคร / เครือวัลย์ ศิลปวาณิชย์ = Attitude, behavior and factors affecting the selection of virgin coconut oil of consumers in Bangkok area / Kruewon Sinlapawanich
This research is to study attitude, behavior and factors affecting the selection of Virgin Coconut Oil of consumers in Bangkok area. The research is survey research and use questionnaire to collect data from a total of 400 samples. Frequency, Percentage, Chi-Square and T-Test were employed to analyze data. SPSS program were used for data processing.This research was found that most consumers were females, 41-50 years old, high school/certificate vocational level, being entrepreneur and the monthly income level below 15,000 Baht. The important reason for purchasing was the product enriches health. The important reason for not purchasing was suspected in benefit of the product. In view of the attitude, it was found that the buyers have much positive attitude compared to the people. The main factors mostly affecting the product selection are the safety. The results of hypothesis testing were following: 1.The characteristic of consumers in the term of sex, age, education level, occupation and income had statistical significant correlated with the buying experience. 2.Experience from buying had statistical significant influenced with attitude of consumers toward products. 3.Experience from buying had statistical significant influenced giving importance with marketing mixes in term of price and place.