Factors affecting consumer buying behavior and purchasing decision at healthy grocery stores in Bangkok.

Abstract

In an aging society, people have changed their attitude, lifestyle and behavior with the goal to become healthier and increase longevity. This trend creates an opportunity for the healthy food products market. People prefer natural and healthier products, which has been reflected with an increase in demand for organic and naturally healthy products in the last few years. This research aims to study factors that affect consumer buying behavior and purchasing decision at healthy grocery stores in Bangkok by using quantitative method. The online questionnaire is used to gather data from 242 respondents who has bought products from healthy grocery store in Bangkok and the resulting data was analyzed by using SPSS program. The majority of respondents are female, 31-40 years old. Mostly they graduated Master’s degree with average income range more than 60,000 THB per month working as private company officers and exercise 2 - 3 times a week. The respondents most like to buy vegetable, fruit and juice with average spending 101-500 THB for health benefits. They prefer finding information via internet and social media. The research focused on five key factors that affect consumer buying behavior and purchasing decision which are product, service quality, price, store ambiance and environment and distribution channel. The results show that only distribution channel affects consumer buying behavior. For purchasing decision, there are three factors that affect which are distribution channel, product and service quality.