Factors Affecting Egg Buying Behavior of Consumers in Muang District, Chachoengsao Province

Abstract

This research aimed to study demographic data of egg consumers, egg buying behavior of
consumers and factors affecting egg buying behavior of consumers in Muang district, Chachoengsao
province. The quantitative research was carried out by questionnaires for collecting data from 400 buyers.
The descriptive statistics and stepwise multiple regression analysis were applied for data analysis and
hypothesis testing. The results showed that most consumers were female, the average age of 39.58 years,
with married status, graduated at lower than bachelor degree, worked as business owner and trader, the
average monthly income was 16,619 bath. The consumer egg purchase frequency was 3 times per month,
the average purchase number was 24 eggs per times and the expense was 97 baht per times. The
consumers were not interested in brands. They bought eggs from markets. The objectives of buying were
because consumers could cook several types of foods. They bought eggs by themselves and the majorityconsumers will buy eggs in the future as the same quantity. They focused the marketing mix factors at a
high level. The factors related to the behavior of consumers buying eggs, purchase frequency, purchase
quantity, expense of purchase, were sex, age, marital status, education, career, product, price, places,
and were statistical significance (P<.05).