PURCHASING INTENTION OF READY-TO-COOK (RTC) PRODUCTS FOR SHOPPING ONLINE CHANNEL IN BANGKOK AREA

Abstract

Internet innovation and the changing lifestyles of people in Bangkok resulted in the convenience of buying food through online media. At the same time, the Ready-To-Cook (RTC) products are becoming popular among people in Bangkok. It is interesting to learn and understand more about consumer behaviors that decide to buy RTC products through online shopping channels. I explored six key variables to conduct our survey in the Bangkok area by using a Google online survey. The quantitative study recruited 91 respondents who live in the Bangkok area and have experience buying the RTC product. The results of linear regression analysis shown word of mouth (WOM), is the most affected to customer satisfaction and customer satisfaction is affected by purchasing intention. The independent T-Test analysis found a relationship between gender and perceived quality factor which Female has more confidence in than Male. However, the age, income and occupation of respondents affect each variable, as shown in ANOVA statistical analysis. Lastly, I gave entrepreneurs recommendations to increase the potential sales in the future and understand about changed customer behavior from online development based on our findings.