THE MIXED MARKETING FACTORS INFLUENCING THE CONSUMERS’ DECISION TO BUY ENERGY DRINKS IN THE LOWER PART 2 OF NORTHEASTERN THAILAND

Abstract

The objectives of the research were 1) to study a consumption behavior of the energy drinks by the consumers in the lower part 2 of Northeastern Thailand, 2) to explore the mixed marketing factors that influenced the consumers’ decision to buy energy drinks, and 3) to compare the mixed marketing factors that influenced the decision of the consumers in the study to buy energy drinks. The sample used in the research were 400 consumers who bought or used to buy the energy drinks and lived in the lower part of Northeastern Thailand.  Statistics used in data analysis were percentage, means, standard deviation, multiple regression analysis, t-test and F-test. The research findings were as follows. A majority of the consumers consumed the energy drinks when they felt tired, they drank two to five bottles of the brand M-150 per week, they mainly bought the drink from the convenience stores, for instance, 7-Eleven. The mixed marketing factors of products, prices, distribution channels, and marketing promotion had influenced the consumers’ decision to buy the energy drinks. They could predict the outcomes by 71.50 % with a statistical significance. As classified by sex, the consumers were not differently influenced by the mixed marketing factors.  As classified by age, the factors in question influenced the consumers in light of prices, distribution outlets, and marketing promotion with a statistical significance. However, the factors did not have any different influence on the products. As classified by occupations, the factors under study influenced the consumers in terms of products, prices, distribution and marketing promotion with a statistical significance.