Factors Affecting to Purchase Grape Juice of Youth: A Case Study of Student in the Department of Home Economics, Faculty of Agriculture, Kasetsart University

Abstract

teristics, 3) steps to purchasing grape juice and 4) relationships between desirable grape juice and
personal characteristics, and marketing mix. The 69 students from the Department of Home Economics,
Faculty of Agriculture, Kasetsart University were observed using multi-stage random sampling based on
structured questionnaires. The statistical analyses consisted of frequency, mean, percentage, maximum,
minimum, standard deviation and Chi-square.
The result revealed that: 1) most of the observed sample was female (87.0%) and average age at
20.88 years old. The trust of information source was from television at high level ( = 3.61) 2) characteristics
of desirable grape juice responded to minimum requirements at very high level is no contaminate and
adulterated thing such as hair, wool, soil, sand, granule, manure ( = 4.95) and taste of 100% red grape
juice at very high level ( = 4.24). 3) The steps of observed sample to purchase grape juice starting from perceiving information before purchasing at high level ( = 1.78), searching information before purchasing
at low level ( = 1.35) and paying attention on product appearance at low level ( = 1.49), and 4) factors
relating to perceiving information before purchasing including age, class level and income. The minimum
requirements and income associated with product appearance before purchasing desirable grape juice. In
addition to income associated with marketing mix in terms of product and promotion before purchasing.