Factor influencing Thai People in Bangkok area to purchase chili paste.

Abstract

This paper focuses on factors influencing people in Bangkok area to purchase chilli paste. In turn the findings would help to drive chilli paste market to be more positive and lucrative direction in both local and global markets. The research uses quantitative method which collects primary data from questionnaire and SPSS tools to conclude the findings. The research suggested that 3 main factors that influences people to purchase chili paste, which are product, price and promotion. All of which plays important roles in correlation to stimulate the intention to purchase of chilli paste.