ส่วนประสมทางการตลาดที่มีผลต่อผู้บริโภคในเขตพื้นที่ภาคเหนือตอนบนในการตัดสินใจซื้อน้ำดื่มผสมวิตามิน

Abstract

This study aimed to examine marketing mix affecting consumers in upper northern region towards decision to buy vitamin water. Samples of this study were specified to 405 consumers of vitamin water in the upper northern provinces. These samples were drawn in accordance with the convenience sampling method and the questionnaires were used as the tool to collect data. Data analysis was conducted by the descriptive statistics i.e. frequency, percentage, and mean; the Independent Sample t-test; and the Analysis of Variance: ANOVA to determine whether there was a difference between different sample groups. The Least Significant Different Test (LSD) was also applied to compare differences between groups of the samples in pairs. In this study, the level of statistical significance was determined at 0.05. The findings presented that most respondents were female with single status. They were aged between 24-37 years old with an educational background in bachelor’s degree. They worked as private company employees and averagely earned a monthly income of under 15,000 Baht. Their favorite leisure activity or hobby was doing exercises. Results of the study on consumer behavior towards purchasing vitamin water presented that most of them purchased the vitamin water in Purra brand in the 320 ml. PET container. The reason for purchasing a certain brand of vitamin water was the preference after seeing it in the advertisement. They purchased it for the health-concern purpose as it was the water with necessary nutrition and vitamin for body function enhancement. The advertising media acknowledging them on the studied product and influencing them to purchase it the most was the advertisement on the internet/website, which was also the media channel where they mostly received information about the selected brand of vitamin water from. They made purchase decisions for the vitamin water by themselves. They purchased and consumed it infrequently. In each purchase, they purchased 1 bottle of vitamin water from a general mini mart such as 7-11 / Lotus Express / Mini Big C / Family Mart. Results of the study on marketing mix factors affecting the consumers in the upper northern provinces towards purchasing vitamin water showed that elements of each factor affecting their purchasing decision at the highest level were presented as follows. In the product factor, it was the clear product ingredient information such as no sugar, no sodium, etc. In the price factor, it was a reasonable price compared to its quantity. In the place factor, it was the product accessibility at general shops. In the promotion factor, it was the advertisement through online media. Results of the t-test as conducted to observe if there was a difference in marketing mix factors in the overview showed that for the variable of gender, the differences among respondents in different gender groups were found in the place factor at the 0.05 level of statistical significance; while for the variable of ages, the differences among the respondents in different age groups were found in the product, the price, and the promotion factors at the 0.05 level of statistical significance.