ปัจจัยที่ส่งผลต่อความถี่ของการซื้อสินค้าเข้าบ้านจากซุปเปอร์มาร์เก็ตและซุปเปอร์เซ็นเตอร์ของครัวเรือนในกรุงเทพมหานคร

Abstract

Qualitative and quantitative researches were used to study factors influencing consumer frequency of grocery shopping in Bangkok. 469 samples were selected, all Bangkok Metropolitan Area (BMA) residents who were the primary shoppers of their families. Economic order quantity (EOQ) and generation were taken into accounts, as well as ordered probit analysis.

Results were that travel cost, represented by travel time and employment status; inventory holding cost show as generation and education; consumption needs defined by household income, household size, number of children and teenagers; attitudes toward grocery shopping and cooking; and behavior, such as frequency of home cooking, frequency of eating ready meals and frequency  of online grocery shopping were influential. These findings are major factors in determining decision on frequency of grocery shopping at the statistical significance.