ปัจจัยที่ส่งผลต่อการตัดสินใจซื้อน้ำดื่มผสมวิตามินของผู้บริโภคในเขตกรุงเทพมหานคร FACTORS AFFECTING THE PURCHASING DECISION OF VITAMIN WATER OF CONSUMERS IN BANGKOK METROPOLITAN

Abstract

The objectives of this research were 1) to study the demographic factors affecting the decision to purchase vitamin drinking water of consumers in Bangkok, and 2) to study the factors of marketing mix that affected the decision to purchase vitamin drinking water of consumers in Bangkok. The population of this research comprised consumers who lived or worked in Bangkok. The sample size was 400 people. The data were collected using a questionnaire based on multi-stage sampling, and analyzed using descriptive statistics. For hypotheses testing, inferential statistical tools such as t-test, One-Way ANOVA and Regression were used to analyze the data with a significance level of 0.05.

            The results showed that the respondents had different purchasing decision levels according to the demographic factors of marital status, education, occupation and average monthly income. These factors affected the decision to buy vitamin drinking water with a statistical significance level of 0.05. When testing the relationship between the factors of marketing mix and the decision to purchase vitamin drinking water, it was found that there was a high-level relationship in all aspects in the same direction with a statistical significance level of 0.05, and  that the marketing mix factors were positively correlated with the decision to purchase vitamin drinking water with a statistical significance level of 0.05. The correlation coefficients of the product, price, distribution and marketing promotion were 0.348, 0.095, 0.385 and 0.139 respectively. These factors had mutually predictive power at 77.20%.