Approaches to Increase B2C Sales Volume of Bottled Drinking Water: A Case Study of a Wholesale and Retail Store in Phra Nakhon Si Ayutthaya Province

Abstract

The purposes of this independent study are as follows: (1) to study consumer behaviors affecting decision to buy bottled drinking water (2) to study marketing mix factors affecting decision to buy bottled drinking water (3) to determine approaches to increase B2C sales volume of bottled drinking water. A questionnaire was used for collecting data from 400 samples of consumers in Phra Nakhon Si Ayutthaya Province. Statistics used for analyzing the data were frequency, percentage, mean, standard deviation, one-way ANOVA and LSD, multiple regression analysis. Study results were as follows: (1) different consumer behaviors in necessity for living, reason for buying, selected distribution channel, interesting volume of bottled drinking water, buying frequency, buying characteristic relating to brand loyalty, adaptation if price increased, opinion on product development affected decision to buy bottled drinking water differently at 0.05 level of statistical significance (2) marketing mix factors – process  (beta = 0.30), physical evidence (beta = 0.24), people (beta = 0.20), product (beta = 0.15) influenced decision to buy bottled drinking water at 0.05 level of statistical significance and (3) approaches to increase B2C sales volume of bottled drinking water were sales forecasting which would result in effective inventory management to have suitable stock on hand, and store advertisements.