Effects of marketing communication on consumer-decision making to purchase drinking yoghurt in bangkok metropolitan region

Abstract

The objectives of the research were 1) to study the level of marketing mix factors, marketing communication mix and mettle of mind factors towards consumer buying behaviors toward drinking yoghurt, 2) to examine the level of drinking yoghurt buying behaviors of dwellers in Bangkok, 3) to compare the demographic characteristics and drinking yoghurt buying behaviors of people living in Bangkok, 4) to investigate the marketing mix that influenced Bangkok’s consumer behaviors in choosing drinking yoghurt, 5) to study the marketing communication mix that affected consumer behaviors in purchasing drinking yoghurt of Bangkok residents, and 6) to explore the mettle of mind factors which influenced consumer behaviors towards buying drinking yoghurt of people in Bangkok Metropolitan. A sample was identified by a number of 400 people who reside in Bangkok Metropolitan. The questionnaires were distributed to the selected respondents in order to collect data. The statistical methods used to analyze data were frequency, percentage, mean, standard deviation, t-test, one-way analysis of variance, and enter multiple regression analysis. 1. The results indicated the majority of female consumers accounting for 62.50 percent. The age range from 31 to 40 was responsible for 42.70 percent. The bachelor’s degree holders comprised 59.80 percent. The employees working in the private companies were found 61 percent. As much as 66 percent of the sample remained unmarried and 31.50 percent of the people earned an average monthly income from 15,001 to 20,000 baht. 2. The marketing mix factors, the marketing communication mix, and mettle of mind factors were prioritized in a high level. The consumer buying behaviors were in a high level. 3. The increase of marketing mix factors including product, price and place resulted in a higher level of drinking yoghurt buying behavior. 4. The marketing communication mix including advertising, public relations, and sales promotion increased the level of drinking yoghurt buying behavior. 5. The mettle of mind factors particularly in the aspect of lifestyle and personality stimulated a higher level of drinking yoghurt buying behavior. 6. People with different age, occupation, average monthly income, and marital status had different drinking yoghurt buying behaviors with statistical significance at level .05 while different gender and educational background showed no differences of the buying behaviors.