Marketing Mix Factors Affecting the Purchasing Decision of Vitamin Water among Working-Age Group in Bangkok

Abstract

This research aims (1) to compare the purchasing decisions of vitamin water among working-age group in Bangkok, classified by demographic factors, (2) to investigate the influence of marketing mix factors on the purchasing decisions of vitamin water among working-age group in Bangkok.

This research is a quantitative study with a sample group of 400 working-age group in Bangkok, using a validated online questionnaire as the research tool. The statistics used for data analysis consisted of descriptive statistics, including frequency, percentage, mean, and standard deviation. Inferential statistics included Independent Sample T-Test, One-Way ANOVA and Multiple Regression analysis.

The test results indicate that different demographic factors affect the decision to purchase vitamin water at various stage. Different gender and average monthly incomes have differences in the decision-making process for purchasing vitamin water in purchase decision. Different age groups have different decision-making processes in information search, and post-purchase behavior. Different education levels also show differences in the decision-making process in information search. The marketing mix factors show that physical evidence and process are impact on problem recognition. Promotion, people, physical evidence, and process are impact on information search. Product, price, people, and physical evidence are impact on the evaluation of alternatives. Product, promotion, physical evidence, and process are impact on the purchase decision and post-purchase behavior.