Marketing Mix Factors Affecting Consumer Purchase Decision in Sugar-free Beverages in Bangkok

Abstract

The objectives of this research were: 1) to study the demographic factors affecting consumer purchase decision in sugar-free beverages in Bangkok; 2) to study marketing mix factors of sugar-free beverages; 3) to study the purchase decision in sugar-free beverages in Bangkok; 4) to compare the differences of the purchase decision in sugar-free beverages in Bangkok regarding demographic characteristics; 5) to study marketing mix factors affecting consumer purchase decision in sugar-free beverages in Bangkok. This study employed quantitative research methodology. The population consisted of consumers residing in Bangkok. The study instrument was a questionnaire. The sample size comprising 400 samples was selected using a multi-stage sampling technique. The statistics used for the data analysis included descriptive statistics, frequency, percentage, mean, standard deviation. One-way ANOVA, and multiple linear regression analysis.The results showed that 1) most respondents were female, aged 31 - 40, single, with a bachelor's degree, employed in the public sector/state enterprise, and had an average monthly income of 15,001 - 25,000 baht. 2) Overall, the marketing mix factors of sugar-free beverages were at the highest level. The market mix factors with the highest level were place, product, price, and promotion, respectively. 3) The purchase decision in sugar-free beverages in Bangkok was high. 4) Consumers with different education had different levels of purchase decision in sugar-free beverages in Bangkok, with a statistically significant level of 0.05 5) The marketing mix factors, including product and promotion, affected consumer purchase decision in sugar-free beverages in Bangkok with a statistically significant level of 0.05.