PERCEIVED BRAND EQUITY AND ATTITUDES INFLUENCING SOFT DRINK PURCHASE DECISION AMONG GENERATION Y CONSUMERS IN NAKHON PHANOM PROVINCE

Abstract

          This study aimed to examine brand equity perception, attitudes, and purchase decision regarding carbonated soft drinks among Generation Y consumers in Nakhon Phanom Province, as well as to investigate the correlations and causal relationships among these variables. A quantitative research approach was employed. The sample consisted of 400 Generation Y consumers aged 29 to 44 years residing in Nakhon Phanom Province who had purchased carbonated soft drinks within the past three months. The sample was constructed using multi-stage sampling. Data were collected through a questionnaire demonstrating satisfactory content validity (IOC values ranging from 0.67 to 1.00) and reliability (Cronbach's alpha coefficients ranging from 0.88 to 0.91). Data analysis comprised descriptive statistics, Pearson correlation analysis, confirmatory factor analysis (CFA), and structural equation modeling (SEM).
          The findings revealed that Generation Y consumers in Nakhon Phanom Province exhibited high levels of brand equity perception, attitudes, and purchase decision toward carbonated soft drinks (M = 3.89, 3.76 and 3.81 respectively). Brand equity perception and attitudes demonstrated positive and significant correlations with purchase decision (r = 0.68 and 0.72, respectively). Attitudes exerted a stronger direct effect on purchase decision (β = 0.46, p < .01) than brand equity perception (β = 0.38, p < .01). These variables collectively accounted for 62% of the variance in purchase decision (R² = 0.62). The findings corroborate Aaker's brand equity theory and Ajzen's theory of planned behavior, highlighting that psychological factors are equally salient in explaining consumer purchasing behavior in regional contexts, rather than being confined to major metropolitan centers.