Factor influencing the purchase intention toward cold-pressed juice products among consumers in Bangkok metropolitan area.

Abstract

Due to the rising of living cost and non—communicable diseases each year, people are becoming more concern and focus on health consumption in order to prevent those NCDs diseases such as obesity, cardiovascular diseases, cancers, and etc. meanwhile seeking for food intake which convenience and easy lifestyle. Cold-pressed juice is one of healthy products that meet consumers ‘need because it helps to keep body healthy and can be consumed everyday. Moreover, cold-pressed juice is favourite drink for a lot of people who are concerned about nutritious because it contains “vitamin, fibres and mineral” which helps the intestine in and promotes longevity. In this paper, researcher would like to bring out the factors which influence purchasing intention of consumers who decide to purchase cold-pressed juice. The research revealed three significant factors that can positively influence. Thai customers in purchasing cold-pressed juice which are ‘Product Quality, Appearance & Availability, and Information & Brand. The key factors found in this research would be beneficial for the owner or producer better understand the customers and create marketing strategy that fit the target and their demand.