Factors Positively Affecting Purchase Behavior of Coffee Consumers in Wattana District in Bangkok

Abstract

The researcher studied the positive influence of sensory appeal, packaging along with branding, service quality, environmental protection, perceived health concerns, perceived hedonic value, and subjective norm towards consumer purchase behavior of coffee consumers in Wattana District in Bangkok. The sample size of this study was 210 survey respondents distributed to coffee consumers at coffee shops and bakery shops, convenience stores, fast food stores, and street coffee kiosks at Thonglor, Ekkamai and Prakhanong areas in Watthana District of Bangkok metropolis between December 2016 to February 2017, and July 2017.The sample size was gathered using the non-probability sampling methods called convenience sampling whereby data was collected only with respondents who were willing to cooperate with the researcher by completing the questionnaires. The data was analyzed using descriptive statistics and multiple regression analysis were found that packaging along with branding (β = .292) and sensory appeal (β = .230) had positive impact on perceived hedonic value. Moreover, perceived health concerns (β = .290) has positive impact on subjective norm however, environmental protection was not found to have positive impact towards subjective norm. Furthermore, it was also found out that perceived hedonic value (β = .450) had positive impact on consumer purchase behavior at .01 level of significance. However, service quality, and subjective norm were not found to have any significant impact on consumer purchase behavior of coffee consumers in Wattana District in Bangkok.