Service Marketing Factors Affecting Consumers’ Purchase Behavior of Health Drinks in Chachoengsao Province

Abstract

This research aimed to (1) study the consumption behaviors and purchasing decisions regarding health beverages among consumers in Chachoengsao Province, and (2) examine the service marketing mix factors influencing these purchasing behaviors. The sample consisted of 407 consumers who had purchased health drinks and resided in 11 districts of Chachoengsao Province, selected through convenience sampling. A questionnaire was employed for data collection. The statistical methods used for data analysis included percentages, frequencies, means, standard deviations, and inferential statistics. The chi-square test was applied to test the hypotheses at the 0.05 significance level.

The findings revealed that most respondents were female (249 persons), aged 20–29 years, held a bachelor’s degree, and earned an income of 15,001–20,000 baht. The service marketing mix factors influencing the purchasing behaviors of health drinks were rated at the highest level across all aspects, namely distribution channels, physical evidence, process, product, price, promotion, and people. Personal factors—including gender, age, educational level, income, and marital status—were found to significantly influence purchasing behaviors in all areas. Furthermore, all seven service marketing mix factors, namely product, price, distribution channel, promotion, process, people, and physical evidence, had a significant effect on the purchasing behaviors of health drink consumers in Chachoengsao Province.