COMMUNICATION FACTORS AFFECTING PURCHASE DECISION BEHAVIORS AT TOPS MARKET AMONG CONSUMERS IN BANGKOK DURING COVID-19 PANDEMIC

Abstract

The objectives of this research were to 1) understand general background of consumers in Bangkok categorized by gender, age, education and monthly income, 2) analyze their exposure to traditional news, Tops Market’s specialized media, in store media, personal media, and digital media, 3) compare purchase decision behavior of consumers based on their demographic characteristics, 4) analyze factors of marketing mix on purchase decision behavior of consumers at Tops market in Bangkok during the pandemic. A quantitative research methodology was employed. The sample was 400 consumers aged 18 years and over with prior purchase experience at Tops market in Bangkok during January-November 2021. Multistage sampling was used to select the sample. For research instrument and data, the researcher collected data from self-report questionnaires, and data were analyzed by descriptive statistics to determine frequency and percentage, mean and standard deviation. The research hypothesis testing was conducted by testing the gender mean difference, One-way ANOVA among the different age groups, education background, and average monthly income and Simple Regression Analysis. The majority of the sample group are female above 50 years old with undergraduate level education and average monthly income of 20,000 baht. Media types that influence their purchase decision include specialized media, in-store media, personal media, and digital media. Different age groups have different purchasing behavior, and Price and People or Employee influence the samples’ purchase decision.