Factors Influencing Consumers’ Purchasing Behaviors of Bottled Mineral Water in Bangkok Metropolitan Region, Thailand

Abstract

             The objective of this study were to study 1) market mix factors, 2) behaviors in the choice of bottled mineral water, 3) Comparison of bottled mineral water purchasing behavior based on personal data, and 4) market mix factors affecting the bottled mineral water purchasing behavior of consumers in Bangkok  Metropolitan Region This research was a quantitative research. The sample used was a group of 400 consumers of bottled mineral water living in Bangkok Metropolitan Region. The metropolitan area consisted of 4 provinces: Nonthaburi, Pathum Thani, Samut Prakan and Samut Sakhon Province. 400 patients used questionnaires as a study tool.  The statistics used were Percentage, Mean and Standard Deviation, and Chi-square and Multiple Regression Analysis.

            The results of the study showed the 400 respondents were females aged 21-30 years, marital status, bachelor's degree education, employment/company employees, average monthly income of 20,000 – 29,999 baht. The market mix factors of importance were moderate. Consumer behavior has found that consumers' purchases of mineral water are influenced by favorite celebrity artists as presenters. The brands most consumed are (Perra & Aura). Reasons for choosing to consume with a focus on health It can be consumed for unlimited periods of time by purchasing for general consumption, the main channel being convenience stores/CVS, and can be consumed every day for an average of 3 Bottles at a time. Behavior of choosing to buy mineral water according to personal factors It found that the gender consumers' choice of bottled mineral water was no different. There are differences in age, family status, education, career, and income. Marketing promotion and distribution channels have significantly influenced the purchasing behavior of consumers in Bangkok and metropolitan areas at the level of 0.05.