The research study about factors selected the consume functional foods of population in Bangkok. The objective of this research is to study about reasons to consume functional foods and to analyze components of consumption behaviors. The result of this research can lead to design of marketing opportunities. This research uses factors analysis methodology.
We use factors to 30 variables of consumption behaviors. Some variables that related to each other will be merged into same groups. As a result, variables can classified into 5 factors: 1. Factor of nutrition condition 2. Factor of stimulating the market 3. Factor for health 4. Factor for social 5. Factor of personal values of consumption goods . In conclusion, we can use 5 factors for market development strategy.
Keywords : Factors Analysis , Functional Foods