กลยุทธ์การตลาดสำหรับอาหารพร้อมทานประเภทแช่เย็น ในร้านสะดวกซื้อในกลุ่มผู้บริโภควัยทำงาน

Abstract

The purposes of this research were to: (1) study the purchasing behavior of chilled ready-to-eat food in convenience stores among working-age consumers using the 6W1H analytical framework, and (2) propose guidelines for developing marketing strategies for these products. This qualitative research utilized Focus Group Discussions (FGD). The sample consisted of 24 working-age consumers aged 16–60 who purchase chilled ready-to-eat food at convenience stores at least twice a week. They were divided into three groups of eight based on age: early working age (16–30 years), middle working age (31–45 years), and late working age (46–60 years). The research instrument was an interview guide based on the 6W1H consumer behavior analysis framework.
The findings revealed that working-age consumers prioritize convenience, speed, value for money, product variety, promotions, and nutritional value. However, behavior varied by age group: early working-age consumers focus on price, promotions, and value; middle working-age consumers emphasize taste, convenience, and filling portions; while late working-age consumers prioritize health and nutritional value. Additionally, consumers' awareness and purchasing decisions are influenced by social media (TikTok, Facebook, Instagram) and influencer reviews. These findings can be applied to develop marketing strategies based on the 7Ps Services Marketing Mix to enhance consumer satisfaction, boost convenience store sales, and increase competitive advantage.