Three Factors Affecting Elderly Consumers’ Decision-Making on Buying Food Materials: A Case of the Fresh Market in Putthamonthon District

Abstract

Abstract

       This research aimed to study three factors--demographic, marketing, and behavior—that affect elderly consumers’ decision-making on buying food materials in the fresh market in Putthamonthon District, Nakhon Pathom Province, Thailand. The researchers used a survey questionnaire to collect data from 400 residents in Putthamonthon District, selected by Taro Yamane method. The data were analyzed by descriptive statistics and a chi-square test for the relationship between the obtained variables. The results revealed that (1) the consumers were concerned with food material quality in terms of freshness, cleanliness and safety, and (2) other factors--price, place and promotion--were also important. The demographic factors influenced purchasing behavior, especially the relationship between the family income factor and the behavior factor.

   Keywords: Marketing factor, decision-making, food materials, fresh market, the elderly