Factors influencing consumption of CP ready meals of people in Bangkapi Area

Abstract

The purposes of this research were to study (1) General of consumers CP ready meals in Bangkapi area and (2) The influence of place, marketing promotion, sale, price involvement to consumers CP ready meals. This study were conducted by applying quantitative approach, questionnaire used to collect data from 300 of people over 20 years old in Bangkapi area by Cochran sampling techniques, simple random sampling. The data was analyzed, using descriptive statistics and path analysis. The results indicated that (1) Almost of consumers CP ready meals in Bangkapi area people had female, average 41-60 years old, married, bachelor's degree, occupation in private sector, average 35,001-45,000 Baht per month, relatively high satisfied with CP ready meals although the variety of food had the most reason to choose CP ready meals and (2) Price had the direct influence to consumption CP ready meals but place had the most indirect and total influence to consumption CP ready meals. The findings indicate that price and place had the factors influencing to consumers CP ready meals, had suggestions to the owners of CP fresh mart 6 branches in Bangkapi area (1) Make a price tag for consumers to clearly see the price, use numbers that easy to read and had widely used throughout and (2) make neatly product by type of product, to put the product in the right place, especially the products with good sales and promotion items that should be in the point where the consumer can clearly see in the eye with easy access to the product.