Marketing Mix and Perceived Brand Equity Affecting Consumers' Purchasing Decisions of Vitamin C Beverages in Thailand
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Abstract
The purpose of this research was to study different demographic characteristics affecting different consumers' purchasing decision of vitamin C beverages in Thailand, and to study the marketing mix and perceived brand equity affecting consumers' purchasing decisions of vitamin C beverages in Thailand. The sample group consisted of 400 consumers who bought vitamin C beverages in Thailand using purposive sampling and convenience sampling. A questionnaire that is tested for validity and reliability is a data collection tool. The data were analyzed using descriptive and inferential statistics such as frequency, percentage, mean, standard deviation, t-test, one-way analysis of variance, and multiple regression analysis. The results showed that consumers with different gender, educational level, occupation and average monthly income had different decision to purchase vitamin C beverages at a significance level of 0.05 while the consumer with different age and status had no different decision to purchase vitamin C beverages.
In addition, the results revealed that the marketing mix in the aspect of product, place and marketing promotion have affected consumers' purchasing decisions of vitamin C beverages while the marketing mix in the aspect of price has not affected consumers' decision to purchase vitamin C beverages. Moreover, brand equity in the aspect of brand awareness, perceived brand quality and brand association have affected consumers' decision to purchase vitamin C beverages while brand equity in the aspect of brand loyalty has not affected consumers' purchasing decisions of vitamin C beverages in Thailand.
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