Frozen Food Consumption Behavior of Education Officers and Students in Rajamangala University of Technology Srivijaya Consumption Behavior of Education

Abstract

Abstract

          The objectives of this research were (1) to study frozen food consumption behavior of education officers and students in Rajamangala University of Technology Srivijaya (RMUTS), to compare personal factors toward deciding to eat frozen food of officers and students in RMUTS, and to study marketing factors influence deciding to eat frozen food of officers and students in RMUTS. The questionnaire was used as a research tool. Research samples was collected from 240 samples who were education officers and students of RMUTS. Data analysis employed frequency, percentage, average, standard deviation, t-Test dependent, One-Way ANOVA, and Enter Multiple Regression Analysis. These findings indicate that the frozen food consumption behavior of officers and students of RMUTS was at high level ( =3.24). Difference gender and income had frozen food consumption behavior officers and students of RMUTS at the .05 statistical significant levels. Marketing factors influencing behavior of officers and students of RMUTS including product (44.50%) and promotion (32.50%).