THE PERCEPTION OF MARKETING COMMUNICATION AND PURCHASING DECISIONS FOR ZERO PERCENT ALCOHOL BEVERAGES AMONG THAI CONSUMERS

Abstract

The objective of this study was to examine the perception of market communication regarding zero-percent alcohol beverages among Thai consumers and to study the purchasing decision process of zero-percent alcohol beverages among Thai consumers. Data was collected using survey research methodology, gathering information through questionnaires from a sample group of individuals aged 20 and above who had consumed any brand of zero-percent alcohol beverages at least once within the past 12 months. The sample size was 240 people.

The research findings revealed that the majority of the sample group were females, single, with a bachelor's degree education level, an income range of 15,001 - 30,000 baht, and employed in private companies. Overall, the sample group perceived market communication of zero-percent alcohol beverages to be high ( 3.43). The perception rankings were as follows: 1. Public relations had a high perception level ( 3.68). 2. Advertising had a high perception level ( 3.59). 3. Sales promotion had a high perception level ( 3.43). 4. Personal selling had a moderate perception level ( 3.34). and 5. Direct marketing had a moderate perception level ( 3.10).

Regarding the purchasing decision of zero-percent alcohol beverages, overall, it was at a moderate level ( 3.39). When considering each aspect, the decision rankings were as follows: 1. Problem recognition had a high level ( 3.59). 2. Information search had a moderate level ( 3.38). 3. Purchase decision was at a moderate level ( 3.38). 4. Post-purchase evaluation was at a moderate level ( 3.32). and 5. Evaluation of Alternatives was at a moderate level ( 3.29).