Purchasing Behaviors of Consumers of Functional Drinks in Bangkok’s Metropolitan Region

Abstract

The never-ending hustle of urban life today has changed consumer behavior. Functional drinks now try to meet the new generation of health-conscious people due to the limited time available for cooking or eating. Functional drinks can replace eating some kinds of food or serve as an effective intake between meals. The functional drink is a healthy drink that benefits the human body. This study determined modern consumer behavior and the marketing factors affecting the consumer’s decision to purchase functional drinks. The respondents were those individuals who purchased functional drinks in the Bangkok Metropolitan region. The study was conducted using a survey method where a questionnaires was distributed to 400 sky train
passengers at 4 different geographical locations in the Bangkok Metropolitan Region. Data was analyzed using a processed statistical SPSS package and was explained by the descriptive method and inferential statistics. The first hypothesis was tested with t-Test and one-way ANOVA. The second hypothesis was tested with t-Test at significance level at 0.05. This study revealed that respondents comprise of 80 % females and 20 % males. The prime reasons for their decision to purchase were mainly product freshness and their being certified as standard drinks by FDA. And the convenient stores are the outlets where they likely to purchase functional drinks. Consequently, the two hypotheses were accepted. Discussions were given and suggestion for further research was also recommended.