Marketing factor Affecting Consumers' Intention to Buy Suan Phu Yai Thong Dates in Bangkok

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Dumrongsak Suesahwatwanit
Jirayoot Chamchuenchai
Khomsan Hophunchat
Panisa Mechinda
Purinat Yamakanith

Abstract

The objectives of this research were 1) to study the demographic characteristics affecting the purchase intention of date palms of Suan Phu Yai Thong in Bangkok. 2) To study the marketing mix that affects the purchase intention of the dates of Suan Phu Yai Thong in Bangkok. and 3) To study the consumption behavior affects the purchase intention of the dates of Suan Phu Yai Thong in Bangkok. It is a mixed research which is Qualitative Research by Interview and Quantitative Research and uses an online questionnaire as a tool to collect data from a sample who consumes dates in Ayutthaya Province. A total of 212 people were used. The statistics used were percentage, mean, standard deviation. Pearson Correlation Coefficient, One-Sample t-test.


The results showed that; The consumption of healthy fruits of dates found that There was a group who used to eat but didn't like it. There were 88 people, representing 41.51%. As for why some people did not eat dates, it was found that Most of them are expensive, hard to find, have astringent taste, there are 115 people, representing 54.25%. Most of them had never been interested, but there were 76 people, representing 35.85 % Most of them like to eat, there are 136, representing 64.15%. In the part that used to eat dates Loikaew found that Most of them had never been interested, but 145 or 68.39 % had ever eaten cookies with fruit pulp. Most never had 116 or 54.72% in the part who used to eat date palm cookies found that Most of them had never eaten, but were interested in the number of 154, representing 72.64%. Most of them are hard to find, with 153 counting 72.17%. Most of them are hard to find, with 162, representing 76.41%.

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How to Cite
Suesahwatwanit, D., Chamchuenchai, J., Hophunchat, K., Mechinda, P., & Yamakanith, P. (2022). Marketing factor Affecting Consumers’ Intention to Buy Suan Phu Yai Thong Dates in Bangkok. RPU Journal of Business Administration, 1(1), 48–60. Retrieved from https://so03.tci-thaijo.org/index.php/RPUBAJOURNAL/article/view/261831
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