Factors Affecting the Consumption Behavior of Vitamin Water in Bangkok
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Abstract
The objectives of this research were 1) to study consumption behavior of vitamin water in Bangkok, 2) to determine marketing mixed factors affecting consumption behavior of vitamin water in Bangkok, 3) to compare influencing consumption behavior of vitamin water in Bangkok area classified by personal status, and 4) to investigate the relationships between the marketing factors and consumption behavior of vitamin water in Bangkok. It was survey research. The research sample was 400 people by accidental sampling. The statistics used for data analysis were percentage, mean, standard deviation, independent samples t-test, one-way analysis of variance (ANOVA) and Pearson’s product moment correlation coefficient.
The results of the research showed that most of the respondents were female, aged 21-30 years old with a bachelor’s degree, work as an employee at a private company with an average monthly income 15,000 - 30,000 baht. Most reported reasons for consuming vitamin water were to take care of skin with a reasonable price which was 16-20 baht a bottle. They also reported that they received information about vitamin water from social media. Besides, it was convenient to buy vitamin water from convenience stores such as 7-Eleven, Family Mart, or Lawson. Therefore, an important factor influencing the consumption of vitamin water was convenience to purchase. It was also found that the most popular brand of vitamin water brand was Vit a day. Overall, individual consumption behavior of vitamin water was at a high level. The consumer expectation was at the highest level. The results of the analysis of the marketing mix (4P) was at the highest level. Regarding the products the results were also at the highest level. Comparing the factors influencing vitamin water consumption behavior, it was found that gender, status, and educational levels had influenced different consumption behavior of vitamin water with statistically significance at the .05 level. As for ages, occupations, and average monthly incomes, different consumption behaviors of vitamin water were not with statistically significance different at the .05 level. According to the marketing mix factor, it was found a positive relationship low level with the consumption behaviors of vitamin water with statistically significance at the .01 level.
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References
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