Factors Affecting the Decision on Purchasing Bottled Drinking Water of Consumers in Minburi District, Bangkok

Abstract

The purposes of this research were: 1) to study personal factors, purchasing behavior of bottled drinking water, and factors affecting the decision to purchase bottled drinking water of consumer in Minburi District, Bangkok; and 2) to compare the factors affecting the decision to purchase bottled drinking water classified by individualities with consumer behaviors in Minburi District, Bangkok. A sample group of 384 consumers purchased bottled drinking water in Minburi District, Bangkok. The research instruments were questionnaires. Statistical analyses of the data were: frequency, percentage, means, standard deviations, and t-test. F-test (One-Way ANOVA) was used for hypothesis testing: analyzing in pair with Least Significant Difference (LSD) method.

          The result of the research followed. 1) Most of the sample units were single-status female in the 21-30 age range, with undergraduate degrees, working in private organizations, A range of their average monthly income was between 10,001-20,000 baht. They likely purchased the PET-plastic bottled water with size of 500-600 ml at a prince of 5-10 baht.  They purchased 2-6 bottles each time with twice a week at stores, shops and minimarts. The factors affecting consumer decision to purchase bottled drink water were: product, price, distribution channels, and marketing promotion.  Generally, the high level was in all aspects. 2) There were no differences between different consumers and purchase behaviors.