Factors affecting Consumer Purchase Decisions of Vitamin Beverages

Abstract

The purpose of this research was to study different demographic characteristics affecting different consumers' purchasing decision of vitamin beverages in Thailand, and to study the marketing mix affecting consumers' purchasing decisions of vitamin beverages in Thailand. The sample group consisted of 385 consumers who bought vitamin beverages in Thailand using purposive sampling and convenience sampling. A questionnaire that is tested for validity and reliability is a data collection tool. The data were analyzed using descriptive and inferential statistics such as frequency, percentage, mean, standard deviation, t-test, one-way analysis of variance, and multiple regression analysis. The results showed that consumers with different gender, educational level, occupation and average monthly income had different decision to purchase vitamin beverages at a significance level of 0.05 while the consumer with different age and status had no different decision to purchase vitamin beverages. In addition, the results revealed that the marketing mix in the aspect of product, place and marketing promotion have affected consumers purchasing decisions of vitamin beverages while the marketing mix in the aspect of price has not affected consumers' decision to purchase vitamin beverages.

Keywords—Marketing mix, Purchase decisions, Vitamin beverages