PERSONAL FACTORS, CONSUMERS PURCHASING BEHAVIOR AND THE MARKETING MIX FACTORS TO PURCHASE HEALTHY CHINESE HERBAL TEA IN THE CENTRAL REGION OF THAILAND

ปัจจัยส่วนบุคคล พฤติกรรมการซื้อ และปัจจัยส่วนประสมการตลาด ในการซื้อผลิตภัณฑ์เครื่องดื่มเพื่อสุขภาพจับเลี้ยงของผู้บริโภค ในเขตภาคกลางในประเทศไทย

Abstract

The objectives of this study were 1) To investigate the personal factors, the consumer’s purchase, marketing mix factors of consumer’s purchase of healthy Chinese herbal tea in the central region of Thailand, 2) To compare the marketing mix factors healthy Chinese herbal tea in the central region of Thailand as classified by demographic factors of consumers, and 3) To compare the marketing mix factors of as categorized by consumer purchasing behavior. The data were collected through the of 400 samples, and the data were subsequently analyzed using various statistical techniques, namely the frequency, percentage, mean, standard deviation, one-way ANOVA, and least significant difference.  The research findings indicated that 1) The Personal factors of consumers who had previously purchased healthy Chinese herbal tea included gender, age, education, marital status, occupation, and income. They were mostly female, less than or equal to 20 years of age, and single. They also possessed a bachelor's degree, were students or unemployed consumers, and had an average monthly income of less than or equal to 15,000 baht. In terms of factors related to consumer purchasing behavior, the main reasons underlying the purchase of healthy Chinese herbal tea were predominantly for thirst quenching and refreshing purposes. Typically, the location of purchase was at convenience stores, such as 7-Eleven and Family Mart at all branches, and the time of purchase was when they felt thirsty. Moreover, the influencer for the purchase decision was the consumers themselves. The frequency of purchase was one to four times per week, and the cost per purchase was less than 20 baht per time. The most important marketing mix factors influencing the purchase of healthy Chinese herbal tea were place, price, product, and promotion, respectively. 2) The results of the hypothesis testing revealed that the result hypothesis testing revealed that the difference of personal factors in turn of varying ages, occupations, marital status and average monthly income had difference. 3) The difference of customer purchasing behavior, in turn locations of purchase, time of purchase, decision making influencers, purchase frequency and purchase cost had difference of importance to the marketing mix.