Factors Influencing Consumers’ Decision to Purchase Bottled Freshly Squeezed Vegetable and Fruit Juices in Bangkok

Abstract

The objectives of this research study were twofold, 1) to explore the general conditions of demographic factors, marketing mix, consumption behavior, and the decision to purchase bottled freshly squeezed vegetable and fruit juices among consumers living in Bangkok, and 2) to study the relationship between demographic factors, marketing mix, and the customers’ decision to purchase the products. Utilizing a quantitative research methodology, data were collected from a sample of 400 consumers residing in Bangkok, selected through a multi-stage random sampling approach. The data were analyzed using descriptive statistics, including the following measures: frequency, percentage, means, and standard deviation, and with inferential statistics including One-way ANOVA and multiple linear regression analysis. The results revealed the following key findings. Firstly, the majority of the respondents were single females aged over 40, holding bachelor's degrees, employed in government and state enterprises, with incomes ranging from 20,001 to 30,000 baht. Secondly, variations in age, occupation, quantity, time, frequency, and reasons for purchasing among consumers in Bangkok had a significantly corresponded to differing levels of purchasing decisions (p > 0.05). Finally, product, place and promotion of marketing mix were found to have a significant influence on the decision to purchase bottled freshly squeezed vegetable and fruit juices among consumers living in Bangkok (p < 0.05).