Communication towards buying decision on alcoholic beverage (Beer) via modern trade channel in bangkok case study : boon rawd brewery company limited

Abstract

This research aims to study population’s characteristic towards Buying Decision on Alcoholic Beverage (Beer) Via ModernqTrade Channel in Bangkok Case Studyๆ:Boonrawd Brewery Company Limited and to study marketing Communication towards Buying Decision on AlcoholicKBeverage (Beer) Via ModernKTrade Channel in Bangkok Case Studyq: Boonrawd Brewery CompanykLimited. The sample group use in this study is average population of Bangkok of both sexes of age 20 years and above. The reason for this age specification is due to the Alcoholic Beverage Control Act B.E. 2551 which disallow selling alcoholic beverage to those under 20 years of age. The data is collected from 400 surveys, using statistical set of percentage, means, standard deviation, and Pearson’s Correlation Coefficient analysis. The study has found that the population’s characteristic towards Buying Decision on Alcoholic Beverage (Beer) Via Modern Trade Channel in Bangkok, most sample are men from age 20ไ-ไ30 years old, single, education level of bachelor degree, occupation as office worker, income between 10,001 - 20,000 baht, and marketing communication towards Buying Decision on Alcoholic Beverage (Beer) Via Modern Trade Channellin Bangkok, in aspects of sale support through salesperson, advertisement and public relation, and direct marketing over all, all are in high rating with score means between 2.98 - 3.99