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Student’s Name:
Ms. Duangtida Thosuwan
Independent Study Title: Factors Affecting Behaviors of Vegetarian Food
Consumers at the Vegetarian Club of Thailand Shop,
Jatujak Branch
Advisors:
Associate Professor Sirivan Serirat
Assistant Professor Arunrung Wongkungwan
Degree:
Master of Business Administration (Marketing)
Key Words:
Knowledge / Factor / Values / Consumer Behavior
The purposes of this research were to study factors affecting behaviors of
vegetarian food consumers at the Vegetarian Club of Thailand Shop, Jatujak Branch;
to compare vegetarian food consumption behaviors of consumers classified by gender,
age, occupation, educational level, and monthly income; to analyze the relationship
between vegetarian food consumption behaviors and consumer’s knowledge on
vegetarian food, the relationships between vegetarian food consumption behaviors
and the factors of product, service, and location, and the relationship between
vegetarian food consumption and consumer’s values on vegetarian food consumption
in comparison with ordinary food.
The employed research sample consisted of 400 vegetarian food consumers at
the Vegetarian Club of Thailand Shop, Jatujak Branch. The employed data collecting
instrument was a questionnaire. Statistics for data analysis were the percentage, mean,
standard deviation, t-test, one-way analysis of variance, and Pearson product moment
correlation. The data were processed by the SPSS for Windows Program, Version
11.5.
Research findings were as follows:
1. The majority of customers were females, with the age interval of 28 – 39
years, with bachelor’s degree educational level, with occupation of government
official/state enterprise employee, and with monthly income of 22,400 baht or lower.
2. Consumers’ averaged frequency for taking vegetarian food was 1.73 times
per week; their averaged expenditure on vegetarian food was 57.88 baht per time per
person; their duration for consuming vegetarian food was four years or longer; they
had no personal disease; they were interested in the food by themselves; they took the
food for health reasons; they came to take the food on holidays; and the most
interesting dish was the Chinese noodle.
3. Consumers with different ages differed significantly at the .01 level on
their averaged frequency for taking vegetarian food (time per week).
4. Consumers with different educational levels differed significantly at the .05
level on their averaged expenditure on vegetarian food.
5. Consumers with different occupations differed significantly at the .01 level
on their averaged frequency for taking vegetarian food (time per week).
6. Consumers with different monthly incomes differed significantly at the .01
level on their averaged expenditure on vegetarian food.
7. The service factor correlated significantly at the .05 level with the averaged
frequency for taking the vegetarian food (time per week). The correlation was direct
and at the low level.
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8. The location factor correlated significantly at the .01 level with the averaged
frequency for taking the vegetarian food (time per week). The correlation was direct
and at the low level.
9. The consumers’ values on vegetarian food consumption in comparison with
ordinary food correlated significantly at the .01 level with the averaged frequency for
taking vegetarian food (time per week). The correlation was direct and at the low
level.
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