The Influence of Perceived Value and Health Consciousness on the Purchase Intention of Ready-to-Drink Lemon Soda

Abstract

The objectives of this research are to 1) examine consumers’ perceived value of ready-to-drink lemon soda beverages in the Bangkok Metropolitan Region and its vicinity 2) assess the level of consumers’ health consciousness and 3) analyze the influence of perceived value and health consciousness on consumers’ purchase intention toward ready-to-drink lemon soda beverages. The sample consisted of 400 consumers who had experience purchasing and consuming ready-to-drink lemon soda beverages within the past year and resided in the Bangkok Metropolitan Region and its vicinity. A non-probability sampling method, specifically purposive sampling, was employed. The research instrument used was a questionnaire. The statistical methods used for data analysis included descriptive statistics and multiple linear regression analysis.

The findings reveal that 1) the overall level of perceived value across the four dimensions is high, with quality value, price value, and emotional value perceived at a high level, while social value is perceived at a moderate level. quality value is the most highly perceived dimension. 2) the overall level of health consciousness is at a high level 3) the overall level of purchase intention toward ready-to-drink lemon soda beverages is also at a high level 4) all four dimensions of perceived value, including quality value, emotional value, social value, and price value, exert a statistically significant positive effect on purchase intention at the .001 level, with quality value exerting the strongest influence. In contrast, health consciousness does not exert a statistically significant effect on purchase intention. The model was found to have a predictive power of 62% regarding purchase intention.