การเปรียบเทียบความต้องการปัจจัยส่วนประสมทางการตลาดในการเลือกซื้อผลิตภัณฑ์เครื่องปรุงรสอาหารสำเร็จรูปสำหรับผู้บริโภคกลุ่มวีเกน

Amonrat  Thanonkaew; Pornpimon  Mayachiew; Pimchana  Hoktha; Vilailak  Klompong; Saowanee Lekbangpong

doi:10.14456/jare-mju.2026.40

Authors

Amonrat Thanonkaew Program in Food Science and Nutrition, Faculty of Agro and Bio Industry, Thaksin University, Phatthalung
Pornpimon Mayachiew Program in Food Science and Nutrition, Faculty of Agro and Bio Industry, Thaksin University, Phatthalung
Pimchana Hoktha Program in Chemistry, Faculty of Science and Digital Innovation, Thaksin University, Phatthalung
Vilailak Klompong Program in Food Science and Nutrition, Faculty of Agro and Bio Industry, Thaksin University, Phatthalung
Saowanee Lekbangpong Program in Agricultural Extension and Community Development, Faculty of Technology Community Development Thaksin University, Phatthalung https://orcid.org/0009-0002-5257-675X

DOI:

https://doi.org/10.14456/jare-mju.2026.40

Keywords:

vegan consumers, marketing mix (4Ps), purchase decision, product acceptance

Abstract

This research aimed to examine the basic personal characteristics, acceptance, and needs, and to compare the marketing mix factors in the purchase of instant seasoning products among 400 vegan consumers. The data were collected using a questionnaire and analyzed with descriptive statistics (frequency, percentage, mean, and standard deviation) as well as inferential statistics, including the t-test and one-way ANOVA (F-test). The results revealed that: 1) most respondents were female, with an average age of 39.10 years; they had graduated with a bachelor's degree, were studens, and had an average monthly income of 5,001–10,000 Baht. 2) a total of 97.50% of vegan consumers reported that they like instant seasoning products because of their appetizing aroma, with the preferred price range being 50–100 Baht, with a product weight of no more than 100 grams per package. In the future, consumers indicated that they might purchase instant seasoning products; 3) the overall need for marketing mix factors in purchasing instant seasoning products was at the highest level ( $สมการ$ =4.30). When considering each aspect, it was found that the sales promotion aspect ( $สมการ$ =4.33), product aspect ( $สมการ$ =4.32), packaging aspect ( $สมการ$ =4.28), and distribution channel aspect ( $สมการ$ =4.28) had the highest level of demand, respectively; 4) gender, age, product acceptance, product price, and intention to purchase in the future had a significant effect on the marketing mix factors in purchasing instant seasoning products at the 0.05 level of significance. Educational level had a significant effect on the need for marketing mix factors in purchasing instant seasoning products at the 0.01 level of significance.

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