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EE489: Seminar in Industrial Economics

Why do people eat ready­to­eat meals at 7­Eleven ?:
The case of Bangkok

By
Narisa Chalermwisatpol

5704641017

May, 2018
Semester 2/2017
Faculty of Economics, Thammasat University
 Abstract

Recently, demand for ready­to­eat meals is significantly increased in Thailand,

especially among urban residents who are living with time­pressured lifestyle and heavily
depending on external supplies for their living. However, little is known about the rationale
behind this remarkably high demand for such foods. Thus, this research will examine the
factors driving the purchase intention toward ready­to­eat meals of Bangkok population
which have brought in profound variations among people. In the view of this, the following
set of factors are considered to be the major drives of such intentions. This conceptual paper
will discuss extrinsic factors and intrinsic factors as well as demographic conditions of
buyers, and their lifestyles. Primary data was sourced through a structured questionnaire
collected from 252 Bangkok respondents and was estimated based on two specifications of an
ordered probit model and probit model, respectively. According to the result, it suggested that
consumers’ purchase intentions toward RTE foods are driven mainly by distribution channels
and retail store characteristics, followed by the convenience­oriented and taste­oriented
consumer lifestyle amid the urbanization of the city. However, for income factor, when
income increases, individuals tend to be less likely to purchase ready­to­eat meals. Similar to
intrinsic factors, they insignificantly affect the probability of purchasing ready­to­eat meals
such that the values are closing to 0.
1. Introduction

In Bangkok urban area where everything is speeding up, increasing in urbanization

along with the hectic­city lifestyle are giving ready­to­eat food industries a new horizon.

During past decades, Thai people eating habits have been changed dramatically as a

ready­to­eat food1 (hereafter RTE) is introduced to the world. RTE food is becoming more

popular among teenagers, and young professionals, especially in urban areas. Marketing

strategies are heavily used to attract new customers. Base on data reported by the

Euromonitor International, in November 20172, demand for ready­to­eat meals is escalating

as convenience stores fast food dominated other fast food categories in 2016 with 11%

current value growth. Regarding the key success, 7­Eleven, the sole market leader in

convenience stores in Thailand holds 42% share of value sales3 in RTE category and

continues to lead both outlets and sales expansion by keeping on introducing new innovative

menus and special promotional campaigns throughout the year. Further, 7­Eleven continually

grasps customers' changing needs which are then reflected in the diversified assortment of

products offered in its stores. With the proliferation of RTE food industry, understanding the

factors affecting consumer intention to purchase has become an important issue for both

academics and practitioners.

Nowadays, customers are motivated by numerous factors in the selection of RTE

meals. Of interest is the set of factors involved in the selection of RTE meals that considered

important by customers which are extrinsic factors, intrinsic factors, lifestyle factors, and

demographic factors. In the context of this study, purchase intention is defined as a measure

1
RTE food, by definition, means a food that is in edible form and does not require additional
preparation (Collinsdictionary.com, 2018)
2
https://www.portal.euromonitor.com/portal/analysis/tab
3
http://www.euromonitor.com/ready­meals­in­thailand/report
of one's intention to perform a specific behavior or make the decision to buy a product, in this

case, ready­to­eat meal.

Many researchers suggested that price is the main factor influencing purchase

intention of RTE meals, few studies have explored what really drives purchase intention

besides this monetary factor. Meanwhile, according to Lee and Lou (1996), it is generally

known that when it comes to the purchase of any goods or services, both intrinsic and

extrinsic factors are taken into account in building up expectation and opinions before

consumers experience the real product. However, most of the studies on purchase intention

toward the RTE food are focus only on some of those factors and never have been profoundly

studied and tested before in Thailand.

Thus, I found it is interesting to study on factors that drive purchase intention of

Bangkokian and expected to shed new insights into consumer research, especially in the RTE

food settings by exhibiting the relationship between each factor. Therefore, the objective of

this research is to study this subject with two hypotheses in mind. First is all sets of factors

are significant and have the positive effect toward the purchase intention. Second is external

factors and consumers’ lifestyle are the most powerful driver of consumers’ purchase

intention. Eventually, in section 2, this article will propose a supporting literature that links

extrinsic factors, intrinsic factors, demographic factors and purchase intention. In section 3,

some theoretical frameworks are specified to support this research study. In section 4, the

method of collecting data and the statistical tools are elaborated. In section 5, the results are

discussed and some final conclusions are drawn towards the end of section 6. Eventually,

section 7 will be discussed the limitations found in this research study.

2. Literature Reviews

2.1. Demographic factors

By definition, demographics factors are what make individuals different from one

another by categorizing them based on their characteristics, for example, age, gender, income,

education, and career. In general, when it comes to buying goods or services, demographic

factors are inevitably taken into account of one that affects the purchase intention to the great

extent (Kotler and Keller, 2006). For example, ‘income’ may affect willingness to pay of

consumers on what they can afford and attitude toward money that divides people into social

classes (Schiffman, and Kanuk, 2000). For ‘age’, it reflects life stages of the individual which

tend to have different preferences and needs at different stages of life. For instance, adults are

more health­oriented toward purchasing food than those young consumers.

2.2. Extrinsic motivation to purchase

Extrinsic motivation to purchase refers to external factors that influencing the

purchase intention of one in buying goods or services. In this study, the 4P’s Marketing Mix

Model by McCarthy (1960) was applied to explain the external variables.

2.2.1 Product

As stated in Dogra and Ghuman (2010), product defined as either physical products or

any kind of services that respond to consumer needs and wants. Product characteristics such

as product features, product assortment, branding and packaging also shape company's

reputation as well as its positioning, at the same time, influence consumer buying decision at

stores (Pan & Zinkhan, 2006). Further, Chaudhuri and Ligas (2009) study on product value

revealed that there is positively correlation between purchase behavior and product
characteristics. For example, RTE food consumers may concern about the functional value of

the RTE food such as packaging more than its nutrition facts.

2.2.2 Place

When it comes to convenience store, location is heart of this retail format success as it

considered to be sustainable competitive advantage that firms use to shape their offering to fit

in with consumers' busy, multiplatform lives. To the extent of this study, place refers to the set

of action toward the distribution strategy done by the company. For example, location and

accessibility of the store, open hour, and product arrangement.

2.2.3 Perceived price

Perceived price is the price which customers are willing to pay for goods and services

based on their perceptions of benefits and costs such as time and effort in acquiring goods or

services which tend to vary significantly across individual. The study on customers' purchase

intentions as a reflection of price perception by Juha Munnukka (2008) demonstrates that

there is a significant and positive relationship between purchase intention and price

perception of consumers. He also stated further that the formation of price perception is

generated based on the value that the product offers and should be defined through the "eyes"

of the consumer ("Value (marketing)", 2018).

2.2.4 Promotions

The term ‘promotion’ means the marketing message that typically consists of

advertising, publicity, sales promotions, and personal selling. Generally, the main purpose of

promotional activities is to raise product awareness in the consumers mind. For example,

firms may create an emotional link between brand and customers through advertising. When
the customer pays attention to advertising, they inevitably develop desired attitude toward the

product that link to purchase intention.

2.3 Intrinsic motivation to purchase

In the context of this research, intrinsic motivation is when individual engages in

activities purely for the sake of personal interest, here, refers to perceived quality and product

awareness.

2.3.1 Perceived quality

When it comes to perceived quality, it is not characteristic of food but rather linked

with the concept of acceptability of consumer who ultimately defines the degree of safeness

of the food. Thus, for this paper, consumer awareness on food standard and hygiene are

considered to be the key characteristics used to evaluate the quality of ready­to­eat meals. Chi

et al. (2008) concluded that the higher awareness on quality of food, customer will be more

inclined to purchase it. Also, his study emphasized that perceived product quality has a

positive impact on customers’ purchase intention.

2.3.2. Product awareness

In the aspect of product awareness, it is closely related to concepts of consideration

set which explains specific aspects of the consumer's purchase decision or the degree of

familiarity of consumers toward the product. To this extent, product awareness is directly

linked with purchase intention as purchasing process cannot happen unless a consumer is first

aware of the existence of the product to sufficient degree.

2.4. Lifestyle
 During this digital age, Bangkok lives have changed rapidly as disposable income

increases with less leisure time. People face the time­pressured situation and busy lifestyle.

Such that they are often associated with consumption related behaviors in which they are

experiencing. This has motivated many retail stores to introduce a variety of RTE items into

the markets to respond to those unmet demands. Supported by the study of Bhaskaran and

Hardley (2002), they suggested that present consumer lifestyle helps to increase the

consumption of functional foods as well as the fast­paced of work and social schedules are

leading ever more shortcuts in cooking and food consumption. Thus ready­to­eat food has

become the most popular type of the food­related lifestyle that answers consumer’s unmet

needs.

3. Theoretical framework

3.1 4 Ps Marketing Mix Theory

Most of the time 4Ps Marketing Mix shown in Figure 1 is used as a strategy for

marketing decision­making which comprised of Product, Price, Place, Promotion. These are

the marketing tools that use to answers consumers’ purchase intention toward a product.

Figure 1
3.2 Income elasticity of demand

In this study of purchase intention toward the RTE foods, I assumed that, in economic

terms, RTE food is considered to be fast­food inferior good4 that has a negative income

elasticity of demand. In other words, Figure 2 shows that when income increases, the demand

for RTE foods falls (Cosby, n.d.).

Figure 2

4. Methodology

In this section, explanations of the methods and models used in this analysis will be

provided. In the process of collecting data, primary data was collected through structured

questionnaires from 252 respondents which 42.5% was from male and 57.5% was from the

female. For secondary data, I collected from publication manuals, academic journals, books

and online sources. Regarding the methods of spreading the questionnaires, I decided to use

both online survey and paper­based survey on the purpose of getting diverse population. For

instance, non­tech savvy respondents may found that the online surveys are too complicated

4
http://livingeconomics.org/article.asp?docId=119
and hard to access. The target respondents are those who never purchased the RTE meals

from anywhere, and those who generally purchased RTE meals. The period of collecting

surveys was from 5 April to 28 April 2018.

The questionnaire consisted of four sections concerning about demographic

characteristics of the consumers, extrinsic factors, intrinsic factors and food­related lifestyle

of consumers, respectively (see Appendix A). Specifically, the demographic characteristics

include age, income, education levels, occupations and number of meals consumed. Extrinsic

factors include the 4P’s marketing mix (product, price, place, promotion). For intrinsic

factors, product awareness and perceived quality are taken into consideration. The last section

is about food­related lifestyles of consumers which are separated into three types;

health­orientation, taste­orientation, and convenience­orientation. The descriptions of each

variable are summarized in Table 1.

Regarding the types of question, multiple choice checkboxes were used in the first

section while five rating Likert­type scales ranging from strongly disagree (1) to strongly
agree (5) were applied for the rest of the sections. To study the purchase intention of

consumers towards RTE meals, initially, cluster sampling was adopted as the method of

collecting data. In figure 3, Bangkok city was selected to be the survey area and was divided

into 6 separate sub­areas according to the geographic boundaries; Central Bangkok, South

Bangkok, North Bangkok, East Bangkok, North Krung Thon, and South Krung Thon. In the

second stage, the survey was distributed to the target population in those six sub­areas to get

diversify income ranges; high­income, middle­income, and low­income. Lastly, the collected

primary data was applied and analyzed using the StataMP software.

Figure 3

The objective of analyzing data is to find the probability of something happening,

known as the probability model. As in my research, the regressand Y is qualitative, and

regressors X’s are both qualitative and quantitative. In regards to this study, I choose to

estimate the result using both ordered probit model and probit model such that they allow us

to examine the probability of each factor attributed by the consumers as a function of the
purchase intention toward RTE meals. Thus, to analyze the two hypotheses mentioned above,

I estimate two specifications of two models separately.

For Specification 1, I used Ordered Probit Regression since the categories for the

dependent variable, here is the number of RTE meals purchased in a day by individuals, is

ranking. In other words, when it is coded as 0, 1, 2, and 3 the difference between the first and

second outcome is not the same as between the second and third.

Specification 1: Ordered probit regression

P r( Y = j ) = X ji β j + I ji δ j + E ji γ j + L ji η j + ε i i = 1,...,252 , j = 1,...,4

Where:

Pr (Y=j) is the probability of consumer purchasing RTE meals, where j = 0 when individuals

never buy RTE food, j = 1 when individuals buy only one meal, j = 2 when individuals buy

two meals, j = 3 when individuals buy three meals. X ji is the vector of demographic

variables including age, income, gender, careers, and years of education. Depending on the

structure of the data, some components of the demographic variables can be captured by

dummy variables. Career is controlled as a dummy variable; including the businessman,

office worker, public worker, student, and freelance. For gender variable, female respondent

is coded as 1 and 0 if otherwise. While I ji is the vector of intrinsic variables including

perceived quality and product awareness. E ji is the vector of extrinsic variables including

product, price, place, and promotion. L ji is the vector of lifestyle variables including

health­oriented consumers, taste­oriented consumers, and convenience­oriented consumers.

As extrinsic factors, intrinsic factors and lifestyle factors are considered to be ordinal

variables rating by five Likert­type scales, thus for the simplicity, I categorize the answers
into five levels: 1 = strongly disagree, 2 = disagree, 3 = neutral, 4 = agree, and 5 = strongly

agree.

The coefficient β j shows the difference probability of demographic factors affecting

purchase intention. To be more explicit, if the coefficient estimate is positive, this implies that

demographic factors have the higher probability of affecting the purchase intention of

consumers, vice versa.

The coefficient δ j shows the difference probability of intrinsic factors affecting

purchase intention. If the coefficient estimate is positive, this implies that personal enjoyment

and one’s perception toward RTE meals have the high probability of influencing purchase

intention, vice versa.

The coefficient γ j shows the difference probability of extrinsic factors affecting

purchase intention. If the coefficient estimate is positive, this implies that external factors

have the high probability of influencing purchase intention, vice versa.

The coefficient η j shows the difference probability of lifestyle factors affecting

purchase intention. If the coefficient estimate is positive, this implies that lifestyle of the

individual has the high probability of influencing purchase intention, vice versa. Within the

equation, ε i represents error term.

For specification 2, I aim to further explore only the extrinsic variables and lifestyle

factors whether their effects are more powerful than all variables combined. In addition, the

dependent variable also changed to be ‘Eat_RTE’. Hence, for this specification, it would be
more suitable to use the probit model as the dependent variable would give binary outcomes

where predicted probabilities are limited between 0 and 1.

Specification 2:

Pr(Y = k) = E ji γ j + L ji η j + ε i i = 1,...,252, k = 0,1

Where:

Let Y k be Eat_RTE; whether individuals have eaten RTE meals or not. Pr is the probability

that Y k = 1, if the individual has eaten RTE meals and 0 if does not, and taking respondent

who never eats RTE meals as the reference group ( Y k = 0).

For both specifications, I compute the marginal effects to explain how each unit

increase in the independent variables increases or decreases the probability of consumer

purchasing RTE meals. By having introduced data source, data description, methodology, the

model specifications and estimations, I can now present the findings.

5. Finding and analyzing results

Table 2 shows descriptive statistics of 252 observations, which are the mean value of

each independent variable. The result from the survey indicated that majority of the

respondent are later adolescence5. Furthermore, 145 observations are from female

respondents while 107 observations are from male respondents. And, 131 out 252

respondents has income range below 15,000 baht. Moreover, 177 out 252 respondents earn an

academic bachelor's degree. Corresponding to this, 154 out of 252 respondents are the student

(see Appendix B for more demographic survey result). However, for dependent variables, it

5
Later Adolescence is between the ages of 19 to 24 years ("Preferred Terms for Life Stages/Age
Groups", n.d.).
would be more appropriate to summarize them in term of the percent frequency showing in

Table 3.

For inferential analysis of Specification 1 presented in Table 4, it shows the marginal

effects (standard deviation in the parentheses) of the ordered probit estimation for the sets of

independent variables regarding the number of meals purchased in each day by individuals.
Firstly, the marginal effect of income variable indicates that if income increases by one baht,

individuals have about 0.0115% and 0.0274% more likely to be in the categories of ‘never eat

the RTE meals’ and ‘eat only one meal per day’, respectively, and about 0.0165% and

0.0225% less likely to be in the group of individuals who buy ‘two meals per day’ and ‘three

meals per day’, respectively, with 10 percent significance level.

For the marginal effect of businessman variable, this variable affects purchase

intention of RTE meals significantly that a change in the value of businessman variable from

zero to one positively changes the probability of purchase intention of one in buying RTE
meals by 43 percentage points with statistically significant at 5 percent significance level. At

the same time, businessman also has the negative lower probability of buying ‘two meals per

day’, and ‘three meals per day’ for 27 percentage points, and 21 percentage points,

respectively, at 1 percent significance level. The result demonstrated that businessman is

negative significant for ‘buying RTE meals’ more than ‘not buying RTE meals’. For the

extrinsic set of variables6, regarding the marginal effect of product variable, when concerning

the product characteristics of RTE meals, individual who buys one meal of RTE foods per

day is 2 percentage points less likely to purchase the RTE meals. In contrast to those who

purchase two and three meals per day, they are 1 percentage points and 2 percentage points

more likely to purchase the RTE foods when product characteristic increases by 1 unit at 10

percent significance level. For the marginal effect of place, it has a negative significant

relationship by 1% and 3% less likely to be in the group of people who never buy RTE meals

and only buy one meal per day at 10 percent significance level. However, the result refers that

place variable also has a positive significant relationship toward individuals who purchase

RTE meals two and three meals per day by 1.9% and 2.6%, respectively. This means that the

higher degree of the accessibility such as location and open hour of the store positively

affected the purchase intentions of those who frequently purchase the RTE meals.

For price variable, when the price increases by 1 baht, individuals will be more likely

to purchase RTE meals by about 1% for those who ‘never purchase RTE meals’ and 2% for

those ‘who purchase only one meal per day’. In contrast for those who frequently buy RTE

meals, they will be less like to purchase RTE meals when income increases. However, it is

not statistically significant, as well as the promotion variable does. For the marginal effect of

6
For the extrinsic variables excluding price, Stata ‘pca’ command was used to estimate principal
components of the model
sets of intrinsic variables and lifestyle variables, they insignificantly affect the probability of

having RTE meals and not having any RTE meals such that the values are closing to 0.

According to specification 2 presented in Table 5 using probit estimation and showing

the marginal effects (standard errors within parentheses), for the place variable marginal

effect, rise in the degree of accessibility of the store and the open hour increase the

probability that Y k = 1 by 5 percentage points at 1 percent significance level. This reflects

further that location strategy, as well as quick services and long open hours, are essential to

convenience stores competitive strategy. In contrast, for the price, product and promotion

variables, the increase in one unit of such variables decreases the chance that Y k = 1 for 1.8

percentage points, 1.3 percentage points, and 0.9 percentage points, respectively. However,

they are also not statistically significant.

 In the aspect of lifestyle factors, for the marginal effect of the ‘healthy’ variable,

health­oriented consumers insignificantly affect to the probability of ‘having RTE meals’ and

‘not having any RTE meals’ such that the values are closing to 0. Contrary to the convenience

variable and taste variable, being convenience­oriented consumers or taste­oriented

consumers additively increases the probability of purchase intention toward the RTE meals

by 1.9 percentage points at 1 percent significance level and 2.7 percentage points at 5 percent

significance level, respectively.

6. Discussion and conclusion

The main contribution of this research is to shade the new insights into consumer

research, especially in RTE food setting by investigating the sets of factors affecting on the

purchase intention of individuals; demographic factors, extrinsic factors, intrinsic factors, and

lifestyle factors.

Recall the first hypothesis of the study, the result contradicts the first hypothesis in

the way that not all variables are significant and positively affect the purchase intentions. For

example, regarding the income factor, the result is in line with the theoretical framework that

as RTE meal is considered to be inferior good when income increases up to a point, people

tend to buy less of the RTE meals. Also, it corresponds to the result that businessman is less

likely to purchase the RTE meals as this group of people is considered to be middle to a

high­income group. This shows that RTE meals are associated with low to the middle level of

income consumers with the busy lifestyle.

On the other hand, for extrinsic factors, ‘place’ shows positive significant effect

toward the consumers’ purchase intentions as well as the product characteristics. One of the

possible reasons is that ‘product’ and ‘place’ are components that satisfy the consumer's
needs for convenience and speed. For example, RTE meals may design its packaging and

product to ease the behavior of people with the hectic lifestyle. For the price of RTE meals, it

does not appear to be a factor that drives purchase intention. This may due to the objective of

buying RTE meals is to buy its functional value such as usage benefit.

However, the result supports the second hypothesis that extrinsic factors and lifestyle

factors are the main drivers of consumers’ purchase intention. The result suggests that

location is the factor which is of utmost importance and plays a crucial role in consumer

food­shopping choice. Hence, these further underline that location decision and distribution

strategies are key successes of convenience stores. Apart from that, the result reveals that the

biggest purchase motivator for RTE foods is convenience­oriented consumers, followed by

taste­oriented consumers.

In conclusion, by knowing the insights from the result, it implies that manufacturers

should concentrate their competitive strategies on selecting prime spots that suit to

convenience lifestyle consumers as well as taste­oriented lifestyle consumers. For instance,

the prime location must be the location that consumer perceives is reasonable and convenient

for buying. In addition, long open hour, and variety choice of foods seems essential as well.

7. Limitations

On the process of the study, some limitations are found as follow. Firstly, some of the

respondents may not be able to evaluate intrinsic cues based on specific knowledge such as

awareness on food standard and hygiene and therefore must resort to extrinsic cues and

lifestyle factors as well as demographic factors that requiring less specific knowledge.
Moreover, I also faced time constraint in collecting the sample size which led to the small

sample size that may create an inaccurate assessment.

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 Appendix

Appendix A: Questionnaire

Why do people eat ready­to­eat meals at 7­Eleven?

The case of Bangkok

แบบสอบถามเ อการ ย

เ อง จ ย อการเ อก บประทานอาหาร เ จ ปพ อม บประทานของ บ โภค านสะดวก อ

7­Eleven
กร กษาในก งเทพมหานคร

วน 1
จ ยเฉพาะ คคล :: Socio­demographic factors

1. เพศ (Please indicate your gender)

a. เพศห ง (Female)
b. เพศชาย (Male)
c. ไ ระ (Prefer not to say)

2. อา (Age)

3. รายไ อเ อน (Income per month)

a. อยก า 15000 บาท
b. 15001 ­ 30000 บาท
c. 30001 ­ 45000 บาท
d. 45001 ­ 60000 บาท
e. งก า 60000 บาท

4. ระ บการ กษา (Educational level)

a. ประถม กษา
b. ธยม กษาตอน น
c. ธยม กษาตอนปลาย
d. ป ญญาต
e. งก าป ญญาต

5. อา พ (Occupation)
a. กเ ยน/ ก กษา (Student)
b. าขาย/ ร จ วน ว (Businessman)
c. พ กงานบ ทเอกชน (Office worker)
d. าราชการและพ กงาน ฐ สาห จ (Public worker)
e. ฟ แลน (Freelance)
f. นๆ

6. านเคย ออาหาร เ จ ปพ อม บประทาน 7­Eleven ห อไ

 a. เคย
b. ไ เคย

7. าน ออาหารจาก 7­Eleven มา บประทานเ น อห กใน อใด าง (ตอบไ มากก า 1 อ)

a. อเ า
b. อกลาง น
c. อเ น
d. ไ เคยทาน

วน 2: Five­Type Likert scale

Questionnaire design: Five­Type Likert scale

Scale Meaning

1 อย ด (Strongly disagree)

2 อย (Disagree)

3 ปานกลาง (Neuttal)

4 มาก (Agree)

5 มาก ด (Strongly agree)

จ ยภายนอก :: านผ ต ณ

1. เห ผล เ อก ออาหาร เ จ ปพ อม บประทาน 7­Eleven เพราะ (มาก ด ­ อย ด)

a. ความหลากหลายของเม อาหาร (Varieties of menu) เ น เม อาหารค น
b. รสชา ของอาหาร (Taste)
c. สารอาหารและโภชนาการครบ วน (Nutrition level)
d. อาหาร ณภาพ และไ มาตราฐาน เ น อย.
e. ห าตาของอาหาร (Appearance)
f. บรร ณ ของอาหารพ อม บประทาน ความสวยงาม คงทน และ าย อการ บ
ประทาน

จ ยภายนอก :: านราคา

1. ราคา ผล อการเ อก ออาหาร เ จ ปพ อม บประทาน

จ ยภายนอก :: านการ ด ห าย

1. เห ผล เ อก ออาหาร เ จ ปพ อม บประทาน 7­Eleven เพราะ

a. สถาน งของ านอ ในแห ง มชน และ สามารถหา อไ าย
b. าน ความสะดวก รวดเ วใน การใ บ การ
c. านเ ดใ บ การ 24 วโมง
d. าน การ ดวางผ ต ณ เ นหมวดห
จ ยภายนอก :: านการ งเส มการตลาด

1. เห ผล เ อก ออาหาร เ จ ปพ อม บประทาน 7­Eleven เพราะ

a. โปรโม น แลก อ ด ม
b. ท เศษ (เ น Samsung Galaxy Gift)
c. สะสมแสตม แลกของพ เ ยม
d. าน การ ด าย ห อ การประชา ม น าน อ างๆ
e. าน ด ตรสะสมแ ม เ อ บ วนลดในการ ออาหาร เ น 7­Card และ True Card

วน 3: Five­Type Likert scale

จ ยภายใน :: าน ณ าในตรา น า

1. การตระห ก บ งการ อ ของ น า (Product Awareness)

a. านทราบ าอาหารอาหาร เ จ ปพ อม บประทาน อ อยากหลากหลาย ประเภท
เ น าว ด ดกระเพรา กกะโร ไ าง ไ ทอด ห ทอด และ นๆ
b. าน บ าอาหารอาหาร เ จ ปพ อม บประทาน รสชา กปาก และตรง บ
ความ องการของ าน

2. การ บ ณภาพ (Perceived Quality)

a. านทราบ าอาหาร เ จ ปพ อม บประทาน การใ ต บ ความสะอาด
มาตรฐาน
b. านทราบ าอาหารอาหาร เ จ ปพ อม บประทาน การควบ ม ณภาพในการผ ต
ของ ผ ตอ าง อเ อง
c. าน บ าห วยงาน เ ยว อง เ น มอก. ห อ อย. ไ เ ามาตรวจสอบ ณภาพของ
อาหาร เ จ ปพ อม บประทาน อ างส เสมอ

วน 4 Five­Type Likert scale

จ ยทาง าน การ รง ต (Lifestyle)

1. านไ สะดวก จะ อาหารทานเอง

2. าน ด าการ อาหารทานเองเ นเ องเ ยเวลา

3. าน ออาหารพ อม บประทานเสมอ

4. าน ต เ ง บ
Appendix B: Demographic result from the survey

Gender

Income per month

Age
Occupation

Education