Attitude, Brand Image, and Perceived Benefits Affecting the Decision to Purchase Vitamin-Infused Water Manufactured by Hospitals in Thailand among Working-Age Consumers in the Bangkok Metropolitan Area

Abstract

This exploratory study aims to examine demographic factors, attitudes, brand image, and perceived benefits that affect consumers' decisions to purchase hospital-branded vitamin-enriched water in the Bangkok metropolitan area.  The samples consisted of 420 working-age consumers residing in the Bangkok metropolitan area.  They were selected by non-probability sampling with a multi-stage sampling method. The research instrument was a questionnaire. Data analysis using descriptive statistics, including frequency, percentage, mean, and standard deviation, and inferential statistics, comprising t-test, one-way ANOVA, and multiple regression analysis.

The research results were found as follows. Most respondents were male, aged 24-32 years, holding bachelor's degrees, employed in the private sector, and earning monthly incomes of 10,001-25,000 Baht. Respondents demonstrated strongly positive attitudes across all three components: cognitive, affective, and behavioral. They rated brand image, perceived benefits, and purchase intention regarding hospital-branded vitamin-enriched water at the highest level. Hypothesis testing revealed that demographic characteristics — specifically age and educational level — were significantly associated with differences in purchase decisions. Furthermore, attitudinal factors, brand image, and perceived benefits were found to significantly influence the purchase decisions of hospital-branded vitamin-enriched water at the .05 significance level.