Factors Influencing the Decision on Buying Products via Automatic Vending Machine: A Case Study of Beverage and Snack Vending Machine and Convenience Store

Abstract

The objectives of this research study were to 1) study demographic factors, behavioral factors, marketing mix factors, and the decision on buying products via automatic vending machines: A case study of beverage and snack vending machines and convenience stores; 2) to examine demographic factors, behavioral factors, and marketing mix factors influencing the decision on buying products via automatic vending machines: A case study of beverage and snack vending machines and convenience stores; and 3) to prepare guidelines for entrepreneurs to develop automatic vending machines that could meet the needs of their customer groups. The sample group consisted of 400 Bangkok Metropolitan consumers who bought and have bought products via beverage and snack vending machines and convenience stores which was obtained from an accidental sampling method. The research tool in this research study was a questionnaire using Google Forms. The results of the research study found that most of the sample group were females, aged 21–30 years, private employees, with an average monthly income of 20,001–25,000 baht, and holding a marital status/status of living together. Moreover, they bought beverage products via automatic vending machines 5–6 times/week, and their reasons for buying their products were easily affordable, near residence/workplace, and making a payment via PromptPay. Next, overall marketing mix factors were at a high level (𝑥̅ = 3.94), and the decision on buying products via vending machines were at a high level (𝑥̅ = 4.04). Also, the hypothesis test results showed that 1) in demographic factors, different incomes had different decisions on buying products via vending machines, with statistical significance at the 0.05 level. 2) Different behavioral factors had no different decisions on buying products via vending machines, with statistical significance at the 0.05 level. 3) In marketing mix factors, distribution channels and promotions influenced the decision on buying products via vending machines, with statistical significance at the 0.05 level. Additionally, the development guidelines for this research study were that entrepreneurs should maintain product standards/quality, enhance marketing strategies to suit the rapidly changing economic conditions, find suitable and convenient locations for settling down the vending machines, and organize sales promotion activities, such as building a reward point system for exchanging for new products, etc.