Point of purchase towards buying decision of frozen food in Bangkok

Abstract

This research aims to 1) understand population characteristics that influence consumer decision making in purchasing frozen food products 2) to understand types of point-of-sale advertising that influence consumer decision making in purchasing the frozen food products and 3) to understand the interrelationship between the population characteristics, and the point of purchase advertising that influences decision making. There were 400 respondents in this research that were chosen by using the purposive random sampling method. A questionnaire was used to collect data. The collected data was then analyzed by using statistics, including distribution, frequency, percentage, mean, and standard deviation. Moreover, ANCOVA (One - Way ANOVA) and Pearson correlation coefficient were used for the hypothesis testing. The results indicated that most respondents are female between 21 – 30 years old. They are single, have an undergraduate education level, and work at private or government - owned companies. Their income per month is between 20,001 – 30,000 baht. Their opinions towards overall point-of-sale advertising are average. The overall point of purchase advertising includes advertising media that ranges from the most to the least including: product demonstration, advertising banners, packaging, and product displays, respectively. The respondents' decision making in purchasing the frozen food product is average, including problem recognition, evaluation of alternatives, post-purchase behavior, purchase decision, and information search, respectively. The hypothesis testing found that; 1) The population characteristics refer to demographics including gender, age, education level, and average income per month. Whereas the point of purchase advertising refers to advertising banners, types of packaging, product display, and product demonstration. This paper attempted to find out whether or not, and how, each type of point of purchase advertising has influenced the respondents in purchasing frozen food products within Bangkok. The hypothesis testing showed that the population characteristics have no influence on purchasing the frozen food products in Bangkok. 2) However, when controlling the covariate variables (from item 1), the results differed. It was found that different marital status and occupation has an influence on decision making in purchasing the frozen food products in Bangkok. The hypothesis testing found that population characteristics, including gender, age, education level, and income per month, have differently influenced purchasing decision process at the point of purchase advertising, including product banners, product display, and product demonstration. However, packaging has no influence on purchasing decision of frozen food products. 3) After controlling the covariate variables (from item 1), it was found that the marital status and occupation have no statistical significance towards the purchasing decision process. Whereas the independent variables and the covariate variables have in fact influenced the purchasing decision process.