Effect of Marketing Mix Factors on Consumer’s Buying Decisions of Healthy Drinks in Bangkok

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พัชรฤดี บุญธรรม
อรประภา เทพศิลปวิสุทธิ์
สุดาทิพย์ แซ่ตั้น

Abstract

The study of the marketing mix factors which influence purchase decisions for healthy drinks of 400 consumers in Bangkok was investigated during May-November 2019. Data were collected by using the questionnaire and analyzed with descriptive and inferential statistics by using one-way analysis of variance (ANOVA). The result reviewed that most of the consumer samples were female aged between 21-30 years and graduated with bachelor degree or equivalent. In addition, the consumers gave precedence to all of the four elements of marketing mix at the highest level ( = 4.26). In term of each element, the customer strongly considered; (1) product: clean and safe product ( = 4.66), (2) price: price is reasonable when compared with the benefits or nutrients that will be received ( = 4.47), (3) place: locations are convenient to buy ( = 4.40), and (4) promotion: having a product advertisement clearly ( = 4.18) and media advertising ( = 4.18). Moreover, the hypothesis testing was shown that the customer income significantly affected the marketing mix in term of product and price (p≤0.05). However, all the demographic results did not significantly affect the marketing mix in term of place and promotion (p>0.05). The entrepreneurs can apply these finding results for the strategic marketing plan of healthy drink products in the future.

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วิทยาศาสตร์กายภาพ
Author Biographies

พัชรฤดี บุญธรรม

สาขาวิชาเทคโนโลยีการเกษตร คณะวิทยาศาสตร์และเทคโนโลยี มหาวิทยาลัยธรรมศาสตร์ ศูนย์รังสิต ตำบลคลองหนึ่ง อำเภอคลองหลวง จังหวัดปทุมธานี 12120

อรประภา เทพศิลปวิสุทธิ์

สาขาวิชาเทคโนโลยีการเกษตร คณะวิทยาศาสตร์และเทคโนโลยี มหาวิทยาลัยธรรมศาสตร์ ศูนย์รังสิต ตำบลคลองหนึ่ง อำเภอคลองหลวง จังหวัดปทุมธานี 12120

สุดาทิพย์ แซ่ตั้น

ภาควิชาวิทยาศาสตร์และเทคโนโลยีการอาหาร คณะอุตสาหกรรมเกษตร มหาวิทยาลัยเกษตรศาสตร์ แขวงลาดยาว เขตจตุจักร กรุงเทพมหานคร 10900

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