Drinking Behavior of International Whiskey Brands Among Consumers in Mueang District, Khon Kaen Province

Abstract

The objectives of this research were to study1) consumers' personal factors, motivating factors and drinking behavior 2)  compare consumers' drinking behavior of international whisky brands 3) motivating factors of marketing factors, values, attitude and influencers to the decision and their relationship to customers' drinking behavior. Samples included 385 consumers. A  questionnaire was used as a tool to collect the data. Statistical analysis was conducted using mean, standard deviation, t-test, one-way analysis of variance., Pearson Product Moment Correlation Coefficient.

Outcome of the research revealed that 1) the average scores on motivating factors, namely, marketing factors, attitude, values, influencers to the decision, marketing factors were highest on a given rating scale.  2) Besides, respondents with different sex, age, education, marital status and monthly income did not differ in their drinking behavior correlation analysis  showed that, overall, customers' drinking behavior was positively correlated to motivating factors and the relationship was moderate(r=.702).  3)  Customers' drinking  behavior was positively correlated to marketing factors, although the relationship was weak(r=.316), that drinking behaviour was  positively correlated to attitude and the relationship was moderate(r=.697), correlated to values and the relationship was moderate(r=.599). correlated to influencers to the decision and the relationship was moderate (r=.642).