Factors Affecting the Consumption of Healthy Alternative Beverages among the Population in Bangkok

Abstract

The objectives of this research were 1) to study attitudes towards healthy alternative beverages in Bangkok, 2) to study the marketing mix of healthy alternative beverages of consumers in Bangkok, 3) to study the decision to consume healthy alternative beverages of consumers in Bangkok, 4) to compare demographic characteristics with beverage consumption decision, and 5) to study the factors affecting the decision to consume healthy alternative beverages among consumers in Bangkok. This research was a quantitative research using a questionnaire to collect data. Data collected for 400 consumers in Bangkok was obtained by random accidental sampling. The statistics used in the research were mean ( ), standard deviation (S.D.), t-test, one-way ANOVA and multiple regression analysis. The results showed that: 1) Attitude towards healthy alternative beverages in Bangkok found that the overall population in Bangkok had an attitude towards healthy alternative beverages. at a high level. 2) Marketing mix factors affecting the decision to consume healthy alternative beverages overall, the population in Bangkok has an attitude towards healthy alternative beverages. at a high level. 3) Factors affecting the decision to consume healthy alternative beverages among consumers in Bangkok found that the overall population in Bangkok has an attitude towards healthy alternative beverages. at a high level. The results of the hypothesis test revealed that 1) gender, education, and occupation had different decision to consume healthy alternative beverages among consumers in Bangkok area differently. 2) Factors affecting the decision to consume healthy alternative beverages among consumers in Bangkok, it was found that there were 4 marketing mix factors that affected the decision to consume healthy alternative beverages of the population in Bangkok as follows: price, product distribution location and marketing promotion has a positive effect on the decision to consume healthy alternative beverages of the population in Bangkok.