CONSUMER BEHAVIOR AND FACTORS INFLUENCING PURCHASING PATTERNS OF BEVERAGE IN PAPER BAG PACKAGE: A CASE STUDY OF REFRESHMENT STALL SURROUNDING CHIANGMAI RAJABHAT UNIVERSITY

Abstract

Abstract
The objective of this investigation was to study the general characteristics of consumers,
buying behavior and factors influencing purchasing patterns of beverage in paper bag package
of consumers. The data were collected by using a constructed questionnaire with 450 samples
from consumers who bought beverages from refreshment stall surrounding Chiangmai Rajabhat
University. It was found that most respondents were females, aged between 21 and 30 years old,
and single. There were working people and their monthly income was 5,000 baht or lower. Their
education was mostly at the bachelor degree level. The respondents’ purchase was one bag per
time for their own consumption. They thought that the current selling price was appropriate to
buy at 25 baht while the marketing promotion was to collect the sales volume for an exchange
of a new drink. They could buy the beverages from any shops and the next purchasing place
depended on their convenience. The frequency of their purchase was 2-3 times a week and the
most popular cold drinks were tea and coffee respectively; however, dates, seasons and times
to buy the beverages were not definite. The influencing individual for buying decision was the
consumers themselves. The factors influencing the purchasing patterns of the beverage with the
0.05 significant level were age, freshness of beverage, service quality, courtesy of owners or staff
and privilege of membership.