Factors influencing buying decision of alcohol in Bangkok metropolitan

Abstract

The objective of the study is to compare the factors of the decision making by consumer. The procedure of this project to survey 400 consumers. Frem the collecting data, there are 5 factors: Advertising, Public Relation, Sale Promotion, Personal Selling, and Direct Marketing. The statical analysis used in the study in facilitated by SPSS software.

1. Most of sampling people is female which is 53.3% male 46.8% It was found consumer has age 31-40 years old,29.8% . The majority has at least bachelor degree, % most of them are employee, % and with monthly income less above 10,000 - 20,000 baht.


2. The Factors of Marketing Communication for the Decision that they purchase the Beer in overall picture is affected the middle. The most factors that affected people’s is personal selling. The second is sale promotion and advertising, public relations, direct marketing accordingly.


3. The result of hypothesis indicated the people who have different gender have the same factor of marketing communication for the decision to Purchase Beer in Bangkok. For the people who have sex, age, high education, occupation and income the factor of marketing communication for the decision to Purchase Beer in Bangkok have significant different of statistic at level .05