This research’s objectives were to study the consumer behavior of instant chili paste in Bangkok metropolis. A survey study in Bangkok and its perimeters with 400 consumers indicated that most popular chili paste in retailed stores was the chili paste in oil. Most Consumers decided to buy the instant chili paste based on a taste satisfaction at convenient stores or supermarkets. Those whose monthly income were less than 865 USD preferred a chili paste in a 90-gram plastic jar and made a purchase with higher frequency than those who earned more and preferred a 230-gram glass jar. Taste, reasonable price to quality, availability near home or workplace and product promotion were consumers’ most important buying decision criteria. The logistic regression model built to represent the relationship between a probability to buy and marketing factors revealed that buying chance would be higher if the consumers perceived that the product were made from high quality materials and were packed in the see-through packaging. Marketing strategies for the chili paste manufacturer are to communicate its high quality raw materials and standard certificate on the label or QR code, product visibility through a transparent package or window on a package and prepare for digital marketing. Proper outlets include convenient stores, supermarkets and hypermarket in a residential area or near a workplace. Recommended promotions are buy one get one free concept, variety of chili pastes in one pack and a product tasting from time to time.
Keywords: Bangkok Metropolis; Chili Paste; Consumer Behavior; Logistic Regression