Sustainability Marketing Mix Related to Consumers’ Purchasing Decisions for Minere Mineral Water in Bangkok
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Abstract
This Article aimed to study 1) the level of opinion on the sustainable marketing mix of Minere mineral water, 2) the level of opinion on the purchase decision of Minere mineral water, 3) the purchase decision of Minere mineral water classified by demographic characteristics, and 4) the sustainable marketing mix that is related to the purchase decision of Minere mineral water. A quantitative research method was used, employing an online questionnaire to collect data from 400 consumers in Bangkok who knew or had purchased Minere mineral water. Data was analyzed using 1) descriptive statistics and 2) inferential statistics: One-way ANOVA and Pearson’s Correlation. The results showed that 1) consumers had the highest overall mean opinion on the sustainable marketing mix of Minere mineral water, comprising product, price, distribution channels, and promotion aspects; 2) the level of opinion on the purchase decision of Minere mineral water also had the highest overall mean; and 3) there were no significant differences in the purchase decision of Minere mineral water due to different demographic characteristics. 4) The sustainability marketing mix has a statistically significant relationship with the purchase decision of Minere mineral water at the 0.01 level, with a positive, moderate-strength relationship.
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