In this research the questionnaire survey is divided into three major parts (see appendix A). The first part contain personal information, the second part relates to basic consumption of frozen foods, and the third part relates to consumer behaviour, which is concerned with the key factors that influence buying behaviour of consumers towards frozen food products. Moreover, the proper communication channel for this research, to send the questionnaire and communicate with respondents, seems to be the internet because the time constraints and the budget limitations that impact the conduct of the study, the researcher decided on the use of online surveys as the approach to achieving the primary research objectives of having a large sample, the research being conducted quickly, efficiently and with a minimum of expenditure. Therefore, an online survey was considered the best option for achieving the primary research objectives in the execution of the survey.
The research question is: what factors influence buying behaviour of Thai consumers toward frozen food products? The focus area of this research is Bangkok, Thailand which the respondents are all from this area. The questionnaire has a filter at the second and third questions of the questionnaire to determine that the respondents known about frozen food and ever purchase frozen food products, if the respondents never purchase frozen food products, the questionnaire survey will direct to the end of questionnaire survey.