The Influence of Promotional Strategies and Corporate Image that Effect Purchase Intention Beverage From the Vending Machine: A Case Study of Taobin

Abstract

The objectives of this research were 1) to study consumer behavior affecting the intention of buy drinks from a vending machine under a case study of Taobin;   2) to study marketing promotion strategies affecting brand awareness and intention to buy drinks from a vending machine under a case study of Taobin; and 3) to study marketing promotion strategies affecting brand awareness and intention to buy drinks from a vending machine under a case study of Taobin. This study was quantitative research through a survey method. A questionnaire was used as a research instrument to collect data from a sample of 395 consumers aged 18 years and over who had drank beverages from Taobin vending machines in Bangkok. From Multi Stage Sampling were analyzed using descriptive statistics such as percentage, mean, standard deviation and body analysis. Structural equation model (SEM) using Smart PLS program 4.0 The results showed that it was found that behavioral analysis consumers. The main purpose of consumers is to buy beverages from vending machines because they are popular. Most of them consume cocoa beverages. Choose to buy in the shopping center. The purchase frequency per month is 1-2 times per month. Choose to buy because it's convenient, fast, and decide for yourself. The hypothesis testing results found that marketing promotion and corporate image had an influence on brand awareness. Brand awareness had an influence on intention to buy drinks from Taobin vending machine with a statistical significance level of 0.01. Marketing promotion had an influence on purchase intention with a statistical significance level of 0.05 and corporate image did not influence the purchase intention with a statistical significance level.