Consumers’ Decision to Purchase Syrup Products In The Bangkok Metropolitan Area and Its Vicinity

Abstract

This research aims to examine the factors influencing consumer purchasing decisions for syrup products in the Bangkok metropolitan area and its vicinities. The study is quantitative, based on a sample group of 400 individuals residing in Bangkok and surrounding areas who have previously consumed syrup. A questionnaire was used as the research tool, and the sample was selected using (Convenience Sampling). Data were analyzed using descriptive statistics, including frequency distribution, percentage, and standard deviation. Hypothesis testing was conducted through Independent (t-Tests), One-Way Analysis of Variance (ANOVA: F-Test), and Multiple Linear Regression.

The results showed that the majority of respondents were female, aged between 31-40, single, holding a bachelor's degree or equivalent, employed in private companies, and earning an average income of 20,001-30,000 baht. Additionally, the study found that differences in demographic factors did not significantly impact syrup purchasing decisions. However, the marketing mix factor related to promotional activities had a statistically significant effect on consumer purchasing decisions for syrup products in Bangkok and its surrounding areas at a significance level of 0.05. This can be attributed to consumers receiving promotional information through both online and offline media, as well as through product displays at major events and corporate social responsibility activities.