พฤติกรรมและปัจจัยในการตัดสินใจดื่มน้ำผลไม้ทั่วไปและน้ำกล้วยหอม ของผู้บริโภคในเขตกรุงเทพมหานคร

Abstract

The purpose of this research are to study drinking behavior for fruits juice of consumers in Bangkok metropolitan area, to explore the correlation between drinking behavior for fruits juice and demographic aspects sort by gender, age, marital status, education level, occupation and monthly income of family, to examine decision-making factors in drinking fruits juice of consumers in Bangkok metropolitan area, to compare using level of decision-making factors in drinking fruits juice of consumers in Bangkok metropolitan area, to study appreciation level of banana juice of consumers in Bangkok metropolitan area, to study drinking behavior for banana juice of consumers in Bangkok metropolitan area, to explore the correlation between drinking behavior for banana juice and demographic aspects sort by gender, age, marital status, education level, occupation and monthly income of family, to examine decision-making factors in buying banana juice of consumers in Bangkok metropolitan area, and to compare using level of decision-making factors in buying banana juice of consumers in Bangkok metropolitan area. The sample of research were 400 consumers. Statistics used for data analysis included Percentage, Mean, Standard Deviation. Relationship was analyzed by Chi-square test. One-way Analysis of Variance was also applied and in case statistically significant difference was found, LSD (Least Significant Difference) was applied. Research findings indicated that : 1. Heavy consumers drank fruits juice everyday. They usually drank 100% fruits juice. Orange juice was favorite favor. The purpose of drinking was for good health. Drinking consumption per time was 200-300 ml. Most of the consumers made buying decision by themselves. They usually bought fruits juice at convenience store for 1 unit of tetra-pack which had net volume 200-300 ml. and retail price was less than 20 baht. Tipco was popular brand. They had brand loyalty. 2. Gender and drinking behavior for fruits juice in buying frequency aspect had correlation at statistical significance of 0.01 level. Meanwhile there were correlation between gender and usually buying brand / place aspect at statistical significance of 0.05 level. while other aspects showed no statistically significant difference. 3. There were correlation between age / monthly income of family and drinking behavior for fruits juice had correlation at statistical significance of 0.01 level. 4. There were correlation between marital status / education level / occupation and buying behavior for fruits juice at statistical significance of 0.01 level except drinking consumption aspect showed no statistical significance. 5. Consumers weighed their opinion toward overall and individual aspect of using level of decision-making factors in drinking fruits juice at high level of appropriateness. 6. Different gender gave opinion to decision-making factors in drinking fruits juice toward product aspect showing difference at statistical significance of 0.01 level and toward price and distribution channel aspect showing difference at statistical significance of 0.05 level. 7. Age difference showed different opinion to decision-making factors in drinking fruits juice toward price and distribution channel aspect at statistical significance of 0.01 level and toward product aspect showed difference at statistical significance of 0.05 level. 8. Difference in marital status gave opinion to decision-making factors in drinking fruits juice toward overall, product and price aspect showing difference at statistic significance of 0.05 level while other aspects showed no statistically significant difference. 9. Different education level gave opinion to decision-making factors in drinking fruits juice showed no statistical1y significant difference. 10. Occupation difference showed different opinion to decision-making factors in drinking fruits juice toward overall and distribution channel aspect at statistical significance of 0.01 level, toward price aspect showed difference at statistical significance of 0.05 level while other aspects showed no statistically significant difference. 11. Difference in monthly income of family gave opinion to decision-making factors in drinking fruits juice toward overall, price, distribution channel and marketing promotion aspect showing difference at statistical significance of 0.01 level. 12. Consumers weighted their opinion to satisfaction of taste toward overall and smell aspect in highest ranking, the next were delicious and sweet taste, they showed at high level of appropriateness. 13. If consumers choose to buy sweet favor of banana juice. The reason for buying was good taste. The consumer requirements included consumption per time was 200-300 ml., retail price was 15 baht and juice contained in glass bottle. 14. There were correlation between gender / age and drinking behavior for banana juice toward taste aspect at statistical significance of 0.01 level. Meanwhile gender / age and other aspects had correlation by no statistical significance. 15. There was correlation between marital status and drinking behavior for banana juice showed no statistical significance. 16. There were correlation between education level / monthly income of family and drinking behavior for banana juice at statistical significance of 0.01 level. 17. Occupation and drinking behavior for banana juice had correlation at statistical significance of 0.05 level except the reason for buying banana juice aspect showed no statistical significance. 18. Different gender gave opinion to decision-making factors in drinking banana juice toward overall, price and distribution channel aspect showing difference at statistical significance of 0.01 level. Female used these factors more than male while other aspects showing difference by no statistical significance. 19. Age difference showed different opinion to decision-making factors in drinking banana juice toward product and price aspect at statistical significance of 0.05 level while other aspects showed no statistical significance. 20. Difference in marital status showed different opinion to decision-making factors in drinking banana juice toward distribution channel aspect at statistical significance of 0.05 level while other aspects showed no statistical significance. 21. Difference in education level gave opinion to decision-making factors in drinking banana juice toward overall and price aspect showing difference at statistic significance of 0.05 level and toward distribution channel aspect showing difference at statistic significance of 0.01 level while other aspects showing difference by no statistical significance. 22. Different occupation gave opinion to decision-making factors in drinking banana juice toward distribution channel aspect showing difference at statistic significance of 0.01 level and toward price aspect showing difference at statistic significance of 0.05 level while other aspects showing difference by no statistical significance. 23. Difference in monthly income of family showed different opinion to decision-making factors in drinking banana juice toward marketing promotion aspect at statistical significance of 0.05 level while other aspects showed no statistical significance.