Consumer Behavior Regarding Instant Curry Paste in Chiang Mai Province
DOI:
https://doi.org/10.14456/jare-mju.2025.17Keywords:
consumption habits, instant curry paste, marketing mixAbstract
This research was a study of the consumer behavior regarding instant curry paste in Chiang Mai province. The sample group size was 400 people. The statistical analysis of these questionnaires revealed that most consumers are female, between aged of 41-50 years old, and possessed a bachelor's degree. The average income was between 20,001-30,000 Baht per month. Most consumers chose to buy instant curry paste containing spicy curry paste. The frequency of purchase was 1-2 times a week or less. The typical purchase quantity was 100-300 grams per purchase. The shelf life was 1 month. Individuals typically chose to buy from community markets or fresh markets. The brand of instant curry paste that consumers preferred was the Mae Yai Chit brand because of its delicious taste. Because it was clean and full of herbs, it was considered delicious. The most important factors that affected the decision to buy ready-made curry paste were the product being certified according to various standards from the FDA and community product standards. More distribution locations were suggested so that consumers could have the convenience of purchasing and easy access. Channels for promoting marketing both offline and online should be enhanced.
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