The Purchasing Decision of Ready to Drink Fruit Juice Brand Malee in Bangkok

Abstract

This research aims (1) to explore demography of ready to drink fruit juice brand Malee in Bangkok. (2) to study customer's behavior of ready to drink fruit juice brand Malee in Bangkok. (3) to study factors that were related to a decision of ready to drink fruit juice brand Malee in Bangkok. Sample group used in this study is consumer who the purchasing decision of ready to drink fruit Juice Brand Malee in Bangkok totally 400 persons by purposive random sampling and statistical method used in data analysis is frequency distribution, percentage, mean, and standard deviation and Chi Square is used to test hypothesis results, it is found by research results that:

Most consumers buy ready to drink fruit juice brand Malee in Bangkok by orange juice, reason they buy ready to drink fruit juice because it had good taste, Purchases 2-3 boxes of frequency 1-2 times/week. The cost of buy were 101-500 baht and they buy with their own decision. In addition, it was still found that consumers emphasize on marketing factors which were important to purchase selection ready to drink fruit juice brand Malee in much level by emphasizing mostly on distribution channel factor, followed by product factor and emphasis on channel factor was the last. For assumption test, it had found that gender, age, status, educational level, occupation and monthly income were related to the purchasing decision of ready to drink fruit juice brand Malee in Bangkok by product, price, distribution channels and promotion.