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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/1745

Title: A Study of the Factors Influencing Purchase Decision of Ready to drink Green Tea in Bangkok
Authors: Guntapon Tangtienchai
Keywords: Purchase Decision
Green Tea
Issue Date: 2015
Publisher: Bangkok University
Abstract: This research aim to study the factors influencing purchase decision of ready to drink green tea in Bangkok. Which classify follow by demographic, consumer behavior, factors of brand, factors of marketing mix and present trend of health conscious (key brands: Ichitan, Oishi, Puriku, Lipton). This is a quantitative study using self-administered questionnaire which sample size of 400 respondents and the data with computer program SPSS by testing the reliability, used descriptive statistics to analyze the data by using frequency and crosstabs. And multinomial logistic regression was used to test the level of significant at 0.05 and hypothesis testing. The result found that the majority of respondents are in 21- 25 years old (26.5%), being female (53.5%), education level in bachelor's degree (54.3%), work as student (29.5%), whose monthly incomes 10,000 baht or below (27%), Ichitan is their top brand choice (47%), with original flavor (38%), reason to consume is "when they need to drink" (55.8%), at 1 time per month or lower (33.5%), The hypothesis have been proven at significant level 0.05 of factors of brand, factors of marketing mix, present trend of health conscious are factors influencing purchase decision of ready to drink green tea in Bangkok.
Description: Independent Study (M.B.A) --Graduate School, Bangkok University, 2015
Advisor(s): Sumas Wongsunopparat
URI: http://dspace.bu.ac.th/jspui/handle/123456789/1745
Appears in Collections:Independent Studies - Master

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