การซื้ออาหารคลีนของผู้บริโภคผ่านเฟซบุ๊ก โดยใช้ส่วนประสมทางการตลาดออนไลน์ในจังหวัดนนทบุรี

PURCHASING CLEAN FOOD OF CONSUMERS THROUGH FACEBOOK BY USING ONLINE MARKETING MIX IN NONTHABURI PROVINCE

Abstract

          The objectives of this research were to study the demographic characteristics of clean food consumers via Facebook in Nonthaburi and to study the level of importance of online marketing mix and to compare the importance of online marketing mix in purchasing clean food via Facebook Consumer in Nonthaburi. The data were classified according to demographic characteristics. This research was quantitative research. Data were collected by questionnaires. The research population was 385 consumers who purchased clean food via Facebook who lived in Nonthaburi. The data were analyzed by using statistical tools such as frequency distribution, percentage, mean, standard deviation, and hypothesis testing using a statistical t-test and One-way ANOVA (F-test).
          The results found that; (1) Most of the respondents are female aged between 21-30 years old with single status and graduated with a bachelor's degree, are private company employees with an average monthly income is between 15,001 - 30,000
baht. (2) The importance of online marketing mix for the purchase of clean food via Facebook of consumers in Nonthaburi was found that the overall and individual importance of the online marketing mix were at high level of followed by personalized
services, distribution channels, prices, marketing promotions, products, and privacy, respectively. (3) The hypothesis test revealed that different age, occupation and average monthly income had a statistically significant difference in effect on the online
marketing mix for purchasing clean food via Facebook of consumers in Nonthaburi at the 0.05.