ปัจจัยที่ส่งผลต่อผู้บริโภคในการตัดสินใจซื้อเครื่องดื่มน้ำมะพร้าวในอำเภอเมืองเชียงใหม่

Abstract

This study aimed to study the factors affecting consumer towards decision to purchase coconut water beverages in Mueang Chiang Mai district. The data was collected using a questionnaire and the samples in this study were 400 people who had previously consumed coconut water beverages in Mueang District, Chiang Mai Province, within a period of 6 months. The convenience sampling method was used by requesting cooperation from those present in the location. Data analysis was carried out by using descriptive statistics such as frequency, percentage, and mean. Inferential statistical data analysis was used to analyze differences in demographic data in terms of gender, age, and income that affect consumer behavior and the marketing mix, namely One-Way ANOVA for comparing differences between three or more groups of independent variables, analysis of the breadth of class interactions to divide the criteria from most to least important, and pairwise testing using the Least Significant Difference (LSD) method. After comparing the mean differences in significance levels (F-test, ANOVA) of the marketing mix classified by demographic characteristics, when found different, pairwise differences were tested at the significance level of 0.05. The results of the study found that most respondents were female, aged 20-29 years, working as employees at private companies and earning 10,001-20,000 baht per month. Consumer behavior of coconut water drinks in Mueang District, Chiang Mai Province demonstrated that most people liked to consume fresh coconut milk smoothies the most from flea markets/night markets. The reason for deciding to purchase was deliciousness and the purchasing period was mainly from 17:01-20:00 hrs. Coconut water drink packaging was mostly plastic cup with 1-2 cups per each purchase at the cost between 31 and 50 baht. In a month, the consumers would purchase 1-2 cups as they made their own purchasing decisions. The marketing mix that consumers value was found to have the highest level of emphasis on price, distribution channels and products at a high level, and marketing promotion at a moderate level. The top three marketing mixes with the highest mean values were the appropriateness of price to quality, clearly stated product prices, and the deliciousness and satisfaction taste of the drinks, respectively. Product factor: The top 3 sub-factors with the highest mean values were: beverages having a delicious taste, cleanliness, good quality raw materials, and are beneficial to health, respectively. Price factor: The top 3 sub-factors with the highest mean values were: price appropriate to quality, product prices are clearly stated, and the price is worthwhile when compared to the quantity, respectively. Distribution channel factor: The top three sub-factors with the highest mean values were being able to buy easily and conveniently, having parking space, and being a safe place, respectively. Marketing promotion factor: The top 3 sub-factors with the highest mean values include accumulating points to receive free drinks, having promotions such as buying a pair for cheaper, bringing your own glass or checking in to the store to receive a discount, and advertising through online media such as Facebook and Instagram, respectively. The results of the test of pairwise differences between the importance levels of the marketing mix compared to demographic characteristics revealed that respondents of different genders gave different importance levels to marketing mix factors in terms of distribution channels, different ages gave different importance levels to marketing mix factors in terms of marketing promotion, but the respondents with different incomes gave the same importance to different marketing mix factors.