ปัจจัยส่วนประสมทางการตลาดและรูปแบบการดำเนินชีวิตที่มีอิทธิพลต่อการตัดสินใจซื้อเครื่องดื่มเพื่อสุขภาพของผู้บริโภคในจังหวัดสมุทรปราการ

Abstract

The purposes of this research were 1) to study the consumer’s purchase decision of healthy-drink products in Samut Prakan Province 2) to study the marketing mix factors and lifestyle factors that influenced consumers in purchasing decision of healthy – drink products in Samut Prakan Province. The sample consisted of 400 people. The data analysis used descriptive statistics,  One-way ANOVA, and Multiple Regression Analysis.  The analysis results showed that when considering each aspect of marketing mix, the Product aspect was most important for purchasing decisions, followed by Place (distribution channels) and Prices. For Lifestyle Factors, Opinion was most important to decision making, followed by Interest and Activity. An analysis of multiple regression, using the equation Y = .022 +.161 (X1) + .136 (X2) + .113 (X4) -.147 (X5) + .208 (X6) + .443 (X7), revealed that the Opinion variable had the greatest influence on purchasing decision of healthy-drink products among consumers in Samut Prakan Province, followed by Interest. Marketing Promotion variable had the least influence on consumers' purchasing decisions of healthy- drinks products in Samut Prakan Province. The research findings will be used as guidelines for entrepreneurs and healthy-drinks business to develop marketing strategies for competitive advantages.