Factors Influencing Behavioral Loyalty of Craft Beer Consumers
Keywords:
Craft beer, Behavioral loyalty, Consumer perception and experience, Legal awareness, Consumption behavior (RFM)Abstract
The purposes of this research were to study the influence of consumer perception and experience, as well as legal perception, on the behavioral loyalty of craft beer consumers. The RFM concept was applied to measure loyalty levels based on purchasing data. This study employed a quantitative research methodology, collecting data via questionnaires from a sample of 391 craft beer consumers in Bangkok and its vicinity. Data were analyzed using descriptive statistics and Multiple Regression Analysis. Multicollinearity tests were conducted, and no issues were identified (Tolerance > 0.10, VIF < 10). The results revealed that the regression model was statistically significant, with the independent variables collectively explaining 72.1% of the variance in behavioral loyalty (R2= 0.721). Individually, subjective norms had the greatest influence on behavioral loyalty (= 0.732, p < 0.01), followed by price (
= 0.111, p < 0.01) and taste variety (
= 0.072, p < 0.05). Conversely, perceived quality and atmosphere did not significantly influence behavioral loyalty. Furthermore, legal perception regarding the Excise Tax Act (No. 2) B.E. 2568 had a significant positive influence on behavioral loyalty (
= 0.499, p < 0.01). These findings serve as a guideline for developing marketing strategies and formulating policies related to the craft beer industry in Thailand.
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