Marketing Mix Factors Related to The Elderly Behavior Regarding Consumption of Suki Food in Bangkok

Abstract

The objectives of this study were : 1) to investigate the marketing mix factors influencing sukiyaki consumption among the elderly in Bangkok, 2) to explore behavior of the elderly in sukiyaki consumption, and 3) to study the relationship between marketing mix factors and the behavior of the elderly in sukiyaki consumption in Bangkok. The sample was 400 elderly people aged 60 years and over who have lived in Bangkok and consumed sukiyaki food. A questionnaire was used as a research instrument. Data were analyzed using statistics, including frequency, percentage, mean and standard deviation as well as Chi-Square for hypothesis testing.

The results of this study indicated that : 1) overall opinion of the sample towards the marketing mix factors influencing sukiyaki consumption in terms of six aspects,  namely: people, place, price, product, process, and physical evidence were at a high level while promotion was at a moderate level. 2) In terms of sukiyaki consumption behavior, the most popular ingredient in sukiyaki was fresh vegetables, followed by meat, and meat products, noodles and flour products, eggs and mushrooms, respectively. The most popular place for sukiyaki consumption was eating in a restaurant. The most commonly reasons for sukiyaki consumption were the taste, quality, freshness, various menus, and reasonable price for quality and quantity.  The most commonly frequency for sukiyaki consumption was less than once a month, followed by once a month.  An average consumption cost per time per person was 201-300 baht. Most of the sample preferred consuming sukiyaki during Saturday - Sunday from 1.01 PM - 4.00 PM. The number of people eating at one time was 4 people or more. Most of them were family members. 3) Marketing mix factors and the sukiyaki consumption behavior, it was found that product, price, place, promotion, people, process, and physical evidence were related with sukiyaki consumption behavior in terms of consumption reason, monthly frequency consumption, average consumption cost per time per person, and time of consumption with a statistical significance level of .05.