Consumers’ Behaviors in Making a Decision to Buy Fresh Vegetables Online
Keywords:
Buying Behavior, Online Fresh VegetablesAbstract
The purpose of this research is to study the decision behavior of buying vegetables online. A quantitative method was employed to collect data from 400 samples. An online questionnaire was used in this research. It was found that most of the samples were female, aged 20 - 29 years and most of their occupations were students. Overall, in terms of the marketing mix used to buy fresh vegetables, it was found that buyers’ satisfaction was at the highest level for the reason aspect, followed by the place aspect, the product aspect, and price aspect, the emotion aspect, and promotion aspect, respectively.
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3. Kiatratsamee, C. (2015). Factors affecting the purchase of products via online applications of consumers in Bangkok and suburbs. Independent Study of the Degree of Master of Business Administration Program. Bangkok: Thammasat University. (in Thai)
4. Kotler, P. (2000). Marketing management: Analyzing consumer marketing and Buyer behavior (The Millennium). New Jersey: Prentice Hall.
5. Manopramote, W. (2013). Factors influencing purchasing decisions via social media (Instagram) of the population in Bangkok. Independent Study of the Degree of Master of Business Administration Program. Bangkok: Bangkok University. (in Thai)
6. Office of the Permanent Secretary, Ministry of Commerce. (2017). Trade statistics of Thailand in 2017. [Online]. Retrieved March 27, 2017, from: http://www.thaibizrussia.com/ru/rules/detail.php?cate=slide-home&id=21196 (in Thai)
7. Schiffman, L. G., and Kanuk, L. L. (1994). Consumer behavior. 5th ed. Englewood Cliffs, N.J.: Prentice-Hall.
8. Serirat, S and others. (1998). Marketing strategy and marketing management. Bangkok:
9. Duangkamon, cited in Kotler, P. (1999). Principles of Marketing. Upper Saddle River, N.J.: Prentice Hall. (in Thai)
10. SME business. (2016). Interesting techniques for trading businesses and making money. [Online]. Retrieved March 27, 2017, from: https://www.kaiaridee.com (in Thai)
11. Thoth Social Co., Ltd. (2016). Summary of Social Media User Statistics in Thailand from Thailand Zocial Awards 2016. [Online]. Retrieved March 27, 2017, from: https://www.it24hrs.com/2016/stat-social-media-thai-populations (in Thai)
12. Walters. (1978). Adaptive Management of Renewable Resources. New York: Mc Graw - Hill.
13. Wiwatcharoenwong, C. (2010). Online marketing mix. [Online]. Retrieved March 27, 2017, from: http://spssthesis.blogspot.sg (in Thai)
14. Wongnichachakun, W. (2007). Marketing promotion management. Publisher: Bangkok University. (in Thai)
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Published
2017-01-05
How to Cite
Jansen, N., Pungsiricharoen, B. ., Peukpong, A. ., Kerdprathum, M. ., & Koprasert, K. . (2017). Consumers’ Behaviors in Making a Decision to Buy Fresh Vegetables Online. Journal of Innovation and Management, 2(-), 105–114. Retrieved from https://so03.tci-thaijo.org/index.php/journalcim/article/view/223279
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Academic Articles
