Factors affecting Consumers’ Purchasing Decision of Bearhouse Beverages in Bangkok.

Abstract

        This research aims to study the factors influencing consumers' purchase decisions of Bearhouse beverages in Bangkok. This quantitative study employs a convenience sampling method, collecting data from 385 consumers in Bangkok through questionnaires. The data were analyzed using percentage, mean, standard deviation, t-test, one-way ANOVA, factor analysis, and multiple regression analysis. The results indicate that most respondents were female, aged 21-30 years, single, holding a bachelor's degree, employed in private companies, and earning an average monthly income of less than 15,000 THB. The inferential statistical analysis found that personal factors, specifically occupation and marital status, significantly influenced the decision to purchase Bearhouse beverages at a statistical significance level of 0.05. Additionally, the marketing mix factors of product and price significantly influenced the decision to purchase Bearhouse beverages at a statistical significance level of 0.05. The estimation model explains 42.2% of the variance in consumers' purchase decisions of Bearhouse beverages.