การจำแนกผู้บริโภควัยทำงานที่ตัดสินใจซื้อและไม่ซื้ออาหารคลีนในจังหวัดภูเก็ต

Abstract

The objectives of this study were to investigate the discriminative factors for clean food buying decision of 230 working-age consumers aged between 15-59 years in Phuket province. The sample was selected using quota sampling method and the questionnaire on clean food buying decision of working-age consumers in Phuket province was used as the research tool. The statistics used in this study consisted of frequency, percentage and mean. The data were analyzed with discriminant analysis (DA) and Wilk's Lambda values were determined. In addition, consumer classification was performed using Fisher's linear discriminant functions. The results revealed that most respondents were female (156 people) which accounting for 67.8%, both of aged between 15-29 and 30-44 years (92 people) 40%. Most respondents had bachelor's degrees (62.2%) and were single (61.7%). In addition, 36.1% of the respondents were public servants and 31.2% have monthly income in range of 10,001-20,000 Baht. The best discriminative factor for classifying consumer in clean food purchasing and Non- purchasing decision was the knowledge of clean food consumption, perceived price, value of clean food consumption, impact of media and advertising on health, and clean food accessibility, respectively. The overall accuracy rate of consumer classification was 74.36%. The results indicate that clean food operators and related agencies should provide knowledge and understanding of proper clean food consumption as it is the main issue that obviously distinguishes both groups of consumers from each other. In addition, business operations should take into account the other environmental factors such as reasonable prices, use of media and advertising, as well as the methods for more accessibility to clean food in order to increase the opportunity for consumers to make a decision to buy clean food and can also increase the value of clean food consumption.