FACTORS INFLUENCING CONSUMERS TO SELECT BAKERY GOODS IN BANGKOK

Abstract

The onset of Covid-19 has boosted consumers' health awareness, accelerating the already existing trend toward healthier food options, including baked goods. Most consumers may prefer low-calorie foods due to concerns about their health. However, the consumer's purchase perception differs from person to person on whether bakery products can meet their satisfaction or not. This thematic paper aims to study the key determinants influencing consumers to select bakery goods in Bangkok and recommend that further entrepreneurs who want to own bakery shops in Bangkok consider important factors related to customer satisfaction and repurchase intention. This research used a quantitative method to collect questionnaires through an online Google form. The data was assorted and screened to 455 respondents as completed data appropriate to use as an input into the SPSS program for analysis. The research results showed that 'Taste' is the only factor with significant positive regression weights that could indicate the most impact on customers' satisfaction, leading to customer repurchase intention.