Intrinsic and extrinsic factors affecting consumer purchase intention for ready-to-eat food in Bangkok and its vicinity.

Abstract

This research was aimed to study the intrinsic factors in term of convenience, health consciousness, product taste, product quality, and extrinsic factors in terms of price, product advertisement, product availability that led to purchase intention of ready-to-eat (RTE) food of consumers in Bangkok and its vicinity. The closed-end questionnaires were applied to gather data from 250 consumers in Bangkok and its vicinity. The results indicated that the majority of respondents were 20-40 years old with equal percentage of male and female population. The research revealed that convenience was the most affecting intrinsic factor for the purchase intention of consumers, followed by the extrinsic factor in terms of product availability and product advertisement respectively. The remaining factors including price, product quality, health consciousness, and taste did not affect the purchase intention of consumers in Bangkok for RTE food.