MARKETING MIX FACTORS AND CONSUMER PURCHASING DECISIONS FOR FUNCTIONAL SPARKLING DRINKS IN NONTHABURI PROVINCE
Keywords:
Functional Sparkling Beverages, Marketing Mix, Consumer Purchase DecisionAbstract
This study was aimed to investigate the marketing mix factors and consumer purchasing decisions for functional sparkling drinks in Nonthaburi Province. The sample consisted of 401 consumers. Data were collected using questionnaires and subsequently analyzed using mean, standard deviation, and one-way analysis of variance (One-way ANOVA).
The results indicated that consumers prioritized marketing mix factors at the highest level overall. The distribution channel received the highest mean score, followed by marketing promotion. Regarding the purchase decision process, all aspects were rated at the highest level, with “time spent comparing information before purchasing” having the highest mean. This reflects “Smart Consumer” behavior, characterized by rational and information-based decision-making.
Hypothesis testing revealed that consumers with different educational levels and average monthly incomes had significantly different purchase decision levels at the 0.05 significance level. Income was found to be the most influential variable in differentiating purchasing behavior across all dimensions. Conversely, gender, age, and occupation showed no significant differences in purchase decisions. Recommendations suggest that entrepreneurs should focus on distribution strategies through refrigerated displays and communicate clear functional benefits via digital platforms to build trust and satisfy consumers’ information-seeking behaviors.
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“ข้าพเจ้าและผู้เขียนร่วม (ถ้ามี) ขอรับรองว่า บทความที่เสนอมานี้ยังไม่เคยได้รับการตีพิมพ์และไม่ได้อยู่ระหว่างกระบวนการพิจารณาลงตีพิมพ์ในวารสารหรือแหล่งเผยแพร่อื่นใด ข้าพเจ้าและผู้เขียนร่วมยอมรับหลักเกณฑ์การพิจารณาต้นฉบับ ทั้งยินยอมให้กองบรรณาธิการมีสิทธิ์พิจารณาและตรวจแก้ต้นฉบับได้ตามที่เห็นสมควร พร้อมนี้ขอมอบลิขสิทธิ์บทความที่ได้รับการตีพิมพ์ให้แก่สถาบันการจัดการปัญญาภิวัฒน์หากมีการฟ้องร้องเรื่องการละเมิดลิขสิทธิ์เกี่ยวกับภาพ กราฟ ข้อความส่วนใดส่วนหนึ่งและ/หรือข้อคิดเห็นที่ปรากฏในบทความข้าพเจ้าและผู้เขียนร่วมยินยอมรับผิดชอบแต่เพียงฝ่ายเดียว”
