กระบวนการตัดสินใจซื้อน้ำผลไม้พร้อมดื่มของผู้บริโภคในอำเภอเมืองเชียงใหม่

Abstract

This independent study aims to investigate the buying decision process of ready-to-drink fruit juice of consumers in Mueang Chiang Mai district. The survey method was selected to collect the data by administering the questionnaire to representative of designated target population for 400 people in total. All of them are the consumers who have experienced in buying ready-to-drink fruit juice in Mueang Chiang Mai district before. The data was, then, analyzed using descriptive statistics in order to examine the frequency, percentage, and mean of each construct. According to the results, majority of respondents were female students whose ages between 21-30 years old. Most of them graduated bachelor’s degree and the average earnings were not over than 10,000 baht for their monthly income. In the stage of problem recognition or need recognition, significant number of respondents expressed that the purpose of buying ready-to-drink fruit juice was for their own consumption. The most influential factor that motivated respondents to buy was acceptable price. In the stage of information search, the results showed that respondents preferred to search for additional information prior to the buying decision. TV commercial was the source they usually took into account in order to gain more knowledge about the product’s characteristics or the taste of the product. The most well-known brand for respondents was Unif.

In the stage of alternatives evaluation, the results indicated that the most influential factor that respondents concerned on ready-to-drink fruit juice evaluation was the specification of the expired date. In the stage of purchase decision, the results revealed that the most influential person that affected the purchase decision of respondents was themselves. Nutrition value was a major concern to compare when they purchased the product. The flavor of ready-to-drink fruit juice that respondents were averagely favorable was orange juice with 100% concentration as the most preferred concentration. Regarding the container, they were likely to buy ready-to-drink fruit juice contained in the 200 ml paper box from the convenience store. Moreover, they averagely purchased for 1 unit each time at a frequency of 1-2 times a week. However, it could be said that they were easy to switch to another brand if they found that the product from their preferred brand was sold out. In the case of the presence of novel brand or interesting promotion of another brand, they were prone to consider buying it rather than the preferred brand. If the unsatisfied service from staff was emerged, respondents were willing to go to another store instead to buy the specific brand. In the stage of post-purchase behavior, the majority of respondents were inclined to continue supporting their preferred brand. Howsoever, they would stop consuming the certain ready-to-drink fruit juice brand when they faced the difficulty for the consumption. The problem that respondents had encountered was commonly the unexpectedly unpleasant taste. Also, most of them responded positively to continue consuming the ready-to-drink fruit juice.