Marketing Communication Exposure, Attitudes, And Purchase Decisions Toward Diamond Grains Granola Product of Consumers in Bangkok

Abstract

This quantitative research aimed to study (1) the exposure of marketing communications of granola products under the Diamond Grains brand (2) the attitudes toward granola products of Diamond Grains brand (3) the decision-making behaviors towards purchasing granola products of Diamond Grains brand, and (4) the relationship between exposure to marketing communications, attitudes and decision-making behaviors in purchasing granola products under the Diamond Grains brand. A questionnaire was used as the data collection tool from a sample group of 400 people who live or work in Bangkok, aged 20 years and above, and had consumed Diamond Grains granola products within the past year. The statistical techniques employed in the study comprised (1) descriptive statistics: frequency, percentage, mean, and standard deviation; and (2) inferential statistics: Pearson correlation coefficient, using a significance level of 0.05.

The research results found that more than half of the sample group had never seen marketing communications about Diamond Grains in offline media, but they were first exposed to marketing communications through online channels: Facebook, Instagram, and YouTube, respectively. Overall attitudes toward Diamond Grains were positive in all aspects, with the most positive attitude toward distribution channels, followed by price, promotions, and the product. In terms of purchasing decision behaviors, the sample group mostly searched for information. In addition, exposure to marketing communications through offline media such as television, billboards, and friends/people in one's surroundings, was related to attitude. Exposure to marketing communication through online media such as Instagram, YouTube, and TikTok was related to product attitude. The attitudes of product, advertising, public relations, sales promotion, direct marketing, salesperson service, price, distribution channel, and promotion, were related to decisions to buy granola products under the Diamond Grains brand.