A Study of Factors Affecting Beer Event Participation of Bangkok and Urban Consumers

Abstract

A study of the characteristics that influence participation in alcoholic beverage events. This research contains quantitative research targeted at researching factors impacting participation in beverage events and beer alcohol in Bangkok and its surroundings. The questionnaire was administered to 138 different sets. The majority of the samples were female. According to age, most respondents were between the ages of 25 and 30, with a bachelor's degree being the most common educational level and working as a private corporate employee with a monthly salary ranging from 20,000 to 30,000 and residing in Bangkok and the nearby provinces. According to the findings of the hypothesis testing, the demographic component was not connected with participation. Beer alcoholic beverage event activities for customers in Bangkok and its surroundings showed that people tended to drink alcoholic drinks at specific periods 21.01-23.00 is the most preferred period, and people prefer to drink with their friends. Regarding the reasons behind the decision to drink alcoholic beverages, the first is to have fun. The type of alcoholic beverage that was chosen most often was beer. The frequency of alcohol consumption was found to be less than 3 days per week. Consumer behavior affects how much people participate in beer-drinking events. It was found that all aspects of the marketing mix are essential in determining how much people participate in an event. Beer is a popular alcoholic drink in Bangkok and the surrounding areas.