Consumer Behavior toward Ready-to-Eat Foods in Convenience Stores: Insights ‎into Modern Lifestyle Trends

Abstract

This study employed a cross-sectional survey design with the objectives of examining the level of consumption of ready-to-eat (RTE) foods in convenience stores, exploring consumer attitudes and influential factors in purchasing decisions, and providing descriptive insights to guide retailers and food producers in product and service development. The target group consisted of consumers in Bangkok and the metropolitan area who had purchased or consumed RTE foods from convenience stores in the recent period. Data were collected through a structured online questionnaire validated by experts, and analyzed using descriptive statistics.

          The findings revealed that most respondents were young adults, predominantly female, and largely working in private companies or studying in higher education. RTE foods have become integrated into daily life, with convenience stores serving as the main purchasing channel due to their accessibility and round-the-clock service. Among RTE food types, rice boxes were the most preferred, reflecting both satiety and convenience. Convenience emerged as the most influential factor in purchase decisions, followed by food safety and taste, while price and promotions played a secondary role. Moreover, consumers increasingly recognized the importance of health, nutrition, and transparent labeling, although these factors were not yet the primary determinants. Overall, consumers expressed positive attitudes toward RTE foods, showing high satisfaction with quality and accessibility, while also expecting greater menu variety and better value for money.