Factors Affecting the Decision on Buying Functional Drink

Abstract

The objectives of this article were 1) to study the demographic factors, behavioral factors, marketing mix, and decision on buying functional drink; 2) to examine the demographic factors, behavioral factors, and marketing mix affecting the decision on buying functional drink; and 3) to prepare the suggestions for the entrepreneurs for functional drink to be applied with their businesses.

          The results were found that most of the sample group was male, aged 21-30 years, who held a bachelor’s degree or a high vocational certificate, worked as a student or college student, and earned income 15,001 – 20,000 baht, decided to buy alternative beverages in the category of Beauty Drink because of loving its flavor or properties and considered the product from its product brand. The factors of marketing mix were at the high level (  = 4.21), and the decision on buying the said beverages was at the high level (  = 3.78). The results of hypothesis testing showed that 1) the different demographic factors including age, occupations, and average income per month had a different impact on the decision on buying the functional drink with the statistical significance at 0.05 level. 2) The different behavioral factors indifferently impacted the decision on buying the functional drink with statistical significance at 0.05 level. Moreover, 3) the factors of the marketing mix including price and promotion impacted the decision on buying the functional drink with the statistical significance at 0.05 level. Also, the suggestions for the product development to be consistent with the target group were that the entrepreneurs should plan the products, ask for the consumers’ needs, supported the payment methods in the future, promote the sales of this product constantly, launch ads on social media platforms such as Facebook, TikTok, or other platforms, including launching other new promotions for consumers to receive and be more aware of this brand.