A study of the Factors Influencing Purchase Decision of Ready-to-Drink Coconut Water in Bangkok.

Abstract

This research consists purposes were 1. to study the behavior of buying ready-to-drink coconut water 2. to study the opinions on marketing factors of ready-to-drink coconut water consumers 3. to study the relationship between personal factors and purchasing behavior of ready-to-drink coconut water, and 4. To study the relationship between marketing factors and purchasing behavior of ready-to-drink coconut water. This was a quantitative study, there is a research tool namely questionnaires. The sample group was 400 people from the Taro Yamane method of determining the sample size and taking a simple random sampling. By drawing lots to select areas in Bangkok, 10% of the total area, 5 districts, namely Bang Khen District, Pathum Wan District, Khan Na Yao District, Bangkok Noi District and Minburi. The data collected from the questionnaire were analyzed using descriptive statistics consisting of percentage, mean, standard deviation and study the relationship of the variables by chi-square statistic. The results showed that 1) most consumers purchased ready-to-drink coconut water from convenience stores 1-2 times per week, 1 bottle per box or bag, and 51-100 baht per time. 2) The sample group's opinions on marketing factors for purchasing ready-to-drink coconut water were overwhelmingly agreeable ( = 4.43). 3) Gender was related to purchase frequency and purchase cost per purchase, according to the findings of a study on the relationship between personal factors and purchasing behavior of ready-to-drink coconut water. The level of education was related to the reason for the purchase. purchase frequency and the cost of each purchase. Age, occupation, and average monthly income correlated with behavior, reason to buy, purchase frequency, purchase location, volume per purchase, and the cost per purchase, statistically significant at 0.01. and 4) The according to a study on the relationship between marketing factors and purchasing behavior of ready-to-drink coconut water found that the overall market factors related to behavior in all aspects, including reason to buy, purchase frequency, purchase location, purchase volume per purchase, and purchase cost per purchase, statistically significant at 0.05