กลยุทธ์การส่งเสริมและสนับสนุนเพื่อการตัดสินใจซื้อเครื่องดื่มเพื่อสุขภาพของผู้บริโภคในเขตกรุงเทพมหานคร

Veerawut Puuchanakij; Kanchana Photiwichayanon

Authors

Veerawut Puuchanakij Suan Sunandha Rajabhat University
Kanchana Photiwichayanon Suan Sunandha Rajabhat University

Keywords:

Strategy, Decision Making, Healthy Beverage

Abstract

This research aimed to study the influence of integrated marketing communications on consumer behaviour, the 4Ps marketing mix, and brand value that affected the decision to purchase health drinks for consumers in Bangkok. According to quantitative research, the population included consumers who decided to buy health drinks more than 3 times per week in Bangkok. The samples were randomly selected by setting quotas from 3 types of stores: large department stores, Branded convenience store groups, and general convenience store groups by specifying equal proportions for each group. The structural equation modelling analysis sample groups were calculated from 20 times the observed variables. This research has 21 observed variables, resulting in samples of 420 people. Research tools included questionnaires and data analysis using structural equation modelling techniques.

The findings of the research were as follows: The 4Ps marketing mix, including product, price, distribution channel, and promotion, had the most significant overall influence on the decision to purchase health drinks because the 4Ps marketing mix is a tool used in planning and marketing management that had the effect of creating popularity and was an essential determinant in consumer decision-making, followed by consumer lifestyle, brand value, and integrated marketing communications, respectively.

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