Consumer behavior and purchasing decision towards beer in Bangkok.

Abstract

Thailand is the second largest beer consumption market among South East Asia although alcohol policy in Thailand is quite comprehensive. Thailand has been recognized as one of the most promising market in ASEAN. Thailand is still a huge market and the thirst for beer might turn if the household debt betters in the future. Under these circumstances, this research aims to analyze consumer behavior and purchase decision towards beer in Bangkok. First, investigate the consumer behaviors towards beer in Bangkok. Second, investigate the significant marketing factors that influence Bangkok consumers purchasing decision. The researcher aims to understand Bangkok consumer behavior and purchasing decision towards beer, and find effective marketing. The research composed of quantitative survey for total 77 respondents.