Purchasing Behavior on the Frozen food of the Students at Kasetsart University, Kamphaeng saen Campus

Abstract

          Nowadays, eating patterns are changing as people’s current lifestyle is becoming more rush and competitive, both for study and work, forcing people in society to rush and compete with the limitation of time. This makes instant food and ready-to-eat food increasingly popular due to its convenience and speed. In addition, there are various food styles for selection and easily accessible at various convenience stores. This research aims to 1) study the behavior of frozen food purchasing of Kasetsart University students. 2) To find the relativity between individual factors and frozen food buying behavior 3) To study the level of important factors of marketing mix affecting purchasing behavior of frozen food for students at Kasetsart University Kamphaeng Saen Campus. The questionnaire was used to collect and analyze the data using descriptive statistics, distribution of frequency, percentage, mean, and chi-square test.

          From the results of the study, it was found that (1) the purchasing behavior of frozen food among the students at Kasetsart University, Kamphaeng Saen Campus, analyzed from the data of the questionnaire, most of them are female. Aged between 20-21 years, studying at the third-year level at the Faculty of Arts and Science. With monthly income between 5,001 - 10,000 baht. The frequency to buy for breakfast is 1 time per week. The reason is it’s easy to find and near their dormitories. The place to buy is a convenience store. The cost per time is less than 50 baht. The type of food purchased is a boxed meal. The recognition of frozen food is from seeing it at the convenience stores’ freezer and buy it in a rush hour. Furthermore, the person who influenced the purchase was found to be themselves. (2) Individual factor of gender was most closely related to purchasing behavior of frozen food. Most of the respondents are emphasized on the four marketing mixes: product, price, place, and promotion at a high level.