Factors Influencing the Lunch Purchase Decisions of Students at Ratnakosin Sompote Bang Khun Thian School

Abstract

The purposes of this research were to (1) study students' attitudes toward lunch at Ratnakosin Sompote Bang Khun Thian School, (2) examine the marketing mix factors in the lunch sales of students at Ratnakosin Sompote Bang Khun Thian School, (3) analyze the lunch purchase decisions of students at Ratnakosin Sompote Bang Khun Thian School, (4) compare personal factors with the lunch purchase decisions of students at Ratnakosin Sompote Bang Khun Thian School, and (5) investigate the factors affecting the lunch purchase decisions of students at Ratnakosin Sompote Bang Khun Thian School. This was a quantitative study that used a questionnaire as a data collection tool from a sample of 306 students at Ratnakosin Sompote Bang Khun Thian School. Statistical analysis included frequency, percentage, mean, standard deviation, t-tests, one-way ANOVA, and multiple regression analysis. The research findings showed that (1) the overall attitude towards lunch among students at Ratnakosin Sompote Bang Khun Thian School was at a very high level with a mean of 4.04, (2) the marketing mix factors for lunch sales at Ratnakosin Sompote Bang Khun Thian School were at a high level with a mean of 4.10, (3) the overall lunch purchase decisions of students at Ratnakosin Sompote Bang Khun Thian School were at a very high level with a mean of 4.04, (4) there was no significant difference in personal factors affecting lunch purchase decisions among students at Ratnakosin Sompote Bang Khun Thian School, and (5) the correlation coefficient for personal factors and lunch purchase decisions among students at Ratnakosin Sompote Bang Khun Thian School was .659.