Marketing Mix Factors Influencing Consumer Behavior Of Fruit Juice “Doi Kham” In Bangkok

Abstract

This research aimed to (1) study consumers' buying behavior on frequency, quantity, and Doi Kham ready-to-drink fruit juice buying expense classified by personal factors and (2) to study importance levels of marketing mix factors influencing consumer behavior of Doi Kham ready-to-drink fruit juice in Bangkok. The studied samples were 400 respondents, who drank Doi Kham ready-to-drink fruit juice in Bangkok. Multi-stage Sampling was used to select the samples. The tool used to collect data was questionnaire, statistical records used in assumption testing and primary data analysis are percentage, mean, and deviation. Inferential Statistics t-test and One-Way ANOVA and Multiple regression Analysis were applied with statistical significance at the level of 0.05.

From this research, it was found that, (1) age had a significant difference on buying quantity; (2) occupation had a significant difference on buying frequency, quantity, and expense; (3) importance levels of marketing mix factors on Product factor and Promotion factor influenced consumer behavior of Doi Kham ready-to-drink fruit juice on frequency; (4) importance levels of marketing mix factors on Place factor influenced consumer behavior of Doi Kham ready-to-drink fruit juice on buying quantity; (5) importance levels of marketing mix factors on Promotion factor influenced consumer behavior of Doi Kham ready-to-drink fruit juice on buying expense.