Determinant Factors Affecting Decision to Buy Ready-to-Eat and Ready-to-Cook Products in Bangkok, Thailand
The main purpose of this study was to review the effects of factors on decision to buy ready-to-eat and ready-to-cook products in Bangkok, Thailand. Thailand’s street food was ranked number one in the world. However, apart from the excellent taste of Thai street food, there are some concerns upon food safety issues and the authors wanted to investigate on the reasons behind the decision making process to buy ready-to-eat and ready-to-cook food of Thai people in Bangkok, Thailand. There are four major elements likely affecting buying decision of people in Bangkok. Knowledge and perception of people toward food safety and nutrition facts of ready-to-eat and ready-to cook products may determine their willingness to buy. Their attitudes on time, quality, convenience, and safety aspects were likely to be a major factor determining their decision to buy ready-to-eat and ready-to-cook food. Moreover, some environmental elements such as sale promotion, influences of friends and family were likely to be related to a high level of impacts on their decision to buy. Last but not least, their internal factors such as gender, age, experiences, and income were likely to be associated with their decision to buy. Furthermore, it is interesting to further evaluate the interaction effects between each factor as independent moderating variables affecting Thai people’s decision to buy ready-to-eat and ready-to-cook products in Bangkok.
Index terms - Factors affecting decision to buy, Ready-to-eat and ready-to-cook products and Bangkok Thailand