Miss Marketing Mix Factors That Affect Healthy Food Consumption Behavior in The Form of Clean Food of People in Songkhla Municipality, Songkhla Province Healthy food consumption behavior, clean food pattern of the people

Abstract

The objectives of this article are 1) to study personal factors 2) behavior and 3) compare marketing mix factors with healthy food consumption behavior in the form of clean food. It is quantitative research. The sample group studied was 400 people in Songkhla Municipality, Songkhla Province.  A random selection method was used. The tools used in the research are Questionnaire: Data were analyzed using frequency distribution statistics. Percentages and F-test values. The results of the research found that people in Songkhla Municipality, Songkhla Province. who used to eat healthy food in the form of clean food Most are female, aged 26-35 years. Bachelor's degree or equivalent education, Single status, Occupation of company employee, believe in Buddhism and monthly income 10,001-20,000 baht. Reason for eating To control weight, eat 3-4 times/week. Cost per time 101 – 200 baht. Buy at the department store as much as possible. You yourself decide to use the service. and eat most of the evening and marketing mix factors and behavior of consumers of healthy food in the form of clean food, found that Distribution location Marketing promotion, personnel, service process and environmental aspects Physically, it is related to healthy food consumption behavior in the form of clean food. Statistically significant at the 0.05 level. Benefits received from research To provide information to clean restaurant operators in Songkhla Municipality, Songkhla Province, to plan strategies for producing clean, healthy food to meet consumer needs.