Purchasing behavior of ready-to-drink coconut juice of consumers in Bangkok

Abstract

The purposes of this research were 1) to study the purchasing behavior of readyto- drink coconut juice. 2) To study the marketing factors of ready-to-drink coconut juice of consumers. 3) To study the relationship between personal factors and behavior in purchasing ready-to-drink coconut juice and 4) to study the relationship between marketing factors and purchasing behavior of ready-to-drink coconut juice. This was a quantitative research using questionnaires as a tool to collect data from a sample of 400 people without gender, who are 20 years of age or older and live in Bangkok. The statistics used in the data analysis consisted of percentage, mean, standard deviation and correlation was determined by chi-square statistical test. The results showed that 1) most consumers' behaviors had a reason to choose ready-to-drink coconut juice as a healthy drink with a purchase frequency of 1-2 times per week. The amount of purchase per time is at 1 bottle / box / bag, which the purchase cost per time is 51- 100 baht and most of them choose to buy products from convenience stores. 2) The overall marketing factors in purchasing ready-to-drink coconut juice of the sample group were at the highest level. When considering the factors by aspect, they were found that almost all aspects had the highest level of opinion in terms of price, products and distribution channels, respectively. Except for marketing promotion, it was found that the sample group had a high level of opinion. 3) The relationship between personal factors and behavior in purchasing ready-to-drink coconut juice found that gender was related to the purchase frequency and the cost of each purchase. The education level was related to the reason for the purchase, purchase frequency and cost of each purchase. Age, occupation and average monthly income were related to all aspects of purchasing behavior, which were the reason for purchase, frequency of purchase, location of purchase, quantity of each purchase, and cost of each purchase were found to be (P ≤ 0.01) and 4) the relationship between marketing factors and purchasing behavior of ready-to-drink coconut juice found that the overall marketing factors were related to behavior in all aspects, which were the reason for purchasing, purchase frequency, purchase location, quantity of each purchase and each purchase cost were found to be statistically (P ≤ 0.05)