Paper Title
Factors Related to Health Food Consumption Behavior of Undergraduate Students in Rajabhat University of Bangkok Metropolis
Abstract
The purposes of this research is to study factors related to health food consumption behavior of undergraduate students in
Rajabhat university of Bangkok metropolis. This resasearch was intended to investigate 1) To study the personal factors, family
factors and marketing mix factors of undergraduate students in Rajabhat University of Bangkok metropolis. 2) To study health
food consumption behavior of undergraduate students in Rajabhat University of Bangkok metropolis. 3) To study the
relationship between personality factors, family factors and marketing mix factors, health food consumption behavior of
undergraduate students in Rajabhat University of Bangkok metropolis. By using the questionnaire collects data from 400
sampled. The data were analyzed by frequency, percentage, mean, standard deviation, Chi-square and Pearson's Product
Correration Coefficient define the statistical significance level .05Most of respondents were females age between 18 – 20 years
old, studying the first year of Food industry and service, faculty of management science, Most are residential style living
houses for rent. Their monthly average incomes were in the range 3,001 – 5,000 BahtFamily factors most parents graduating
grade 6 or 7. General contractor with a career average monthly income of a family is in the range of 20,001 – 30,000 Baht and
the number of family members is in the range of 4-5 people.Marketing mix factors found that products based on healthy food
labels identify the product date clear. Health food with quality certificates and standards according to the requirements of the
Ministry of public health and a health food-shaped luxury with the convenient packaging and consumption.Health food
consumption behavior, healthy food choices for side consider buying from "FDA" food cleanliness and neatness of the food
packaging. To study the relationship between personality factors, family factors and marketing mix factors, health food
consumption behavior of undergraduate students in Rajabhat University of Bangkok metropolis.15The results found that 1) For
personal factors, their age and average income significantly related to health food consumption behavior. Form healthy dietary
pattern 2) Disciplines and universities are significantly related to health food consumption behavior, the attitude to food health
side. 3) A study of the father significantly related to health food consumption behavior,sided type of health food. 4) Dietary
characteristics of the family,significantly related to health food consumption behavior, sided type of food for health: healthy food
consumption patterns. Selection of food for health and food news,information,awareness health. 5) The marketing mix
collateral overview of healthy dietary pattern,healthy food choices for sides,healthy food attitude towards the side,and
cognitive health food news. Statistically significant at the .01
Index Terms - Personal factors, Family factors, Marketing mix factors, Consumption Behavior,Health Food, Rajabhat
University