Marketing Decision Making for Healthy Drinks Business

Abstract

At present, the overview picture of the health drink market is a market that has grown a lot as a which is due to the weather of the hot city of Thailand. Consumers want to choose to buy products to suppress hunger and from the health-loving stream that is mega-trend worldwide. In addition, the situation of spread of the Coronavirus Disease 2019 has resulted in consumers changing their lifestyle behaviors and turning to choose healthy food and beverages. For prevention rather than cure and marketing decisions for healthy beverage business in line with consumer needs despite carefully studying various information before making a decision, there may be many factors that the operator cannot control. Therefore, the study of buying behavior. And the marketing mix factors that are related to the decision to buy healthy drinks bring the guidelines to analyze and adapt business operations to achieve the goals set.