ปัจจัยที่ส่งผลต่อการซื้อขนมไทยพื้นบ้านของผู้บริโภคในเขตกรุงเทพมหานคร

Abstract

This research was a quantitative study with the following objectives: (1) to examine the levels of marketing mix perception, health consciousness, and purchase intention toward traditional Thai desserts among consumers in Bangkok; (2) to analyze the influence of marketing mix factors—namely product, price, place, and promotion—together with health consciousness on purchase intention of traditional Thai desserts; and (3) to compare purchase intention of traditional Thai desserts across different age groups and income levels. The sample consisted of 257 consumers in Bangkok, obtained through purposive sampling combined with convenience sampling. The research instrument was a 33-item questionnaire comprising 26 five-point Likert-scale items and 7 demographic questions, which was assessed for content validity and reliability. The statistics used for data analysis were Multiple Linear Regression and One-Way ANOVA.
The results revealed that the marketing mix factors of price, promotion, and product had statistically significant positive effects on purchase intention of traditional Thai desserts, with price being the most influential factor, while place did not have a statistically significant effect. Health consciousness had a statistically significant positive effect on purchase intention of traditional Thai desserts, reflecting that health-conscious consumers tend to have a higher intention to purchase traditional Thai desserts. In addition, the comparison results showed that consumers in different age groups had significantly different purchase intentions toward traditional Thai desserts, with the younger consumer group showing lower purchase intention than other age groups, while income level did not produce a statistically significant difference in purchase intention. These findings extend the body of knowledge on consumer behavior in the context of Thai cultural products and can be applied as guidelines for developing marketing strategies to promote consumption and sustainably enhance the competitiveness of traditional Thai desserts.