Consumer Opinions on Brand Image Affecting Purchase Decisions for Bottled Drinking Water in Mueang District, Khon Kaen Province

Abstract

Consumer product purchase decisions today are complex and influenced by various factors, especially in highly competitive markets like bottled drinking water. Therefore, brand image is a crucial element impacting purchasing behavior. This research aimed to 1) study the level of consumer opinions on brand image influencing bottled drinking water purchase decisions, and 2) compare the differences in opinions on brand image influencing bottled drinking water purchase decisions, classified by demographic characteristics. A quantitative research methodology was employed. The sample group consisted of 216 bottled drinking water consumers in Mueang District, Khon Kaen Province. A questionnaire was used as the research instrument, with a reliability of 0.891. The statistics used included mean, standard deviation, T-test, and F-test. The research findings revealed that 1) overall opinions on brand image influencing bottled drinking water purchase decisions were at the highest level, and 2) opinions on brand image influencing bottled drinking water purchase decisions, classified by gender, age, and average monthly income, differed significantly at the 0.05 level. Key findings from the research include: 1) Females place more importance on the benefits of bottled drinking water than males; 2) Consumers aged over 50 years place less importance on brand value than younger age groups; and 3) Consumers with an average monthly income over 45,001 Baht place more importance on the attributes and benefits of bottled drinking water than other income groups.