| 520 สาระสังเขป |
The purpose of this study is to understand the factors affecting Generation Z (Gen Z) purchasing decision of instant noodle in Thailand. From literature stream, there is a lack of study in Thais consumer behavior toward purchasing decision of instant noodle market which worth around 20 billion Baht in 2021. This study is a mix methods which applied both qualitative and quantitative approach. The theories of Kotler’s Black Box model, promotion mixes, and celebrity-customer relationship are applied to investigate which factors can influence the purchase decision of instant noodle for Gen Z. The in-depth interview with 10 top executives of Thai President Foods PCL (TFMAMA) which is a main players of instant noodles to discover factor affecting purchasing decision of instant noodle in Thailand. Also, a purposive and stratified sampling of 495 questionnaires from Gen Z who has purchased MAMA OK brand in 5 regions of Thailand are used to discover a causal relationship between variables. The findings from MLR analysis and in-depth interview confirmed that under the mediated influence of promotion mix and decision making process are statistically significant with P < 0.05 and R2 = 0.67. However, the celebrity endorsement and internal influence do not affect purchasing decision of Gen Z. This study provides evidence of a change in Gen Z buying behaviors to purchase decision toward instant noodle. The propose model can be used as guidelines for implication of a new business strategy for Instant noodles industry and a new knowledge to academic society. |