Factors Influencing Consumers' Decision to Purchase Food and Beverages Through Automatic Vending Machines in Bangna District. Bangkok

Abstract

          This study aimed to (1) study the factors of service quality expectation that influence the purchase of food and beverages through vending machines of consumers in Bangna District, Bangkok and (2) study the marketing mix factors that influence the decision to purchase food and beverages through vending machines of consumers in Bangna District, Bangkok. The sample consisted of 400 people in Bangna District who had used vending machines. The sampling method was purposive sampling. Data were collected using a questionnaire with a reliability value of 0.846. The data were analyzed using the mean, standard deviation, and multiple regression analysis.
          The results of the study found that (1) the service quality expectation factors that significantly influenced the purchase decision at the 0.05 level were reliability (B = 0.340), responsiveness (B = 0.264), service access (B = 0.254), and service capability (B = 0.063), and (2) the marketing mix factors that significantly influenced the purchase decision at the 0.05 level were physical characteristics and presentation (B = 0.393), process (B = 0.295), product (B = 0.133), and distribution (B = 0.133).