A Study of Bangkok Buyers’ Behaviors and Significance Level of Factors Affecting Their Decision to Buy Infant Diet Supplements

Abstract

The purpose of this study was to investigate Bangkok buyers’ behavior and the significance level of factors affecting their decision to buy infant diet supplements. The respondents were 400 people with the age of 25 upwards, residing in Bangkok. Questionnaires were used to collect the data. Frequency, percentage, arithmetic mean, standard deviation, Chi-square, t-test, ANOVA, and LSD were employed to analyze the data via computer software. The investigation of the significance level of factors affecting the decision to buy such supplements indicated as a whole, by-aspects, and by-items that the informants rated them at a high level. The comparison of the significance level of factors affecting the decision to buy infant diet supplements in relation to sex revealed some differences as a whole, in 3 aspects and 12 items. As for age, differences were found in 2 items. Regarding educational background, no differences were found as a whole, but differences were found in 3 aspects and 9 items. In addition, the comparison of factors related to monthly income showed differences in 1 aspect and 4 items. The statistical significance level of this study was set at .05.