Essential factors that influence consumers to drink Asahi superdry beer in Bangkok.

Abstract

This thematic paper aims to find factors influencing consumer to drink Asahi Superdry beer in Bangkok. The scope of this thematic paper is limited to potential customers for online stores selling women accessories in Bangkok. The data were collected by online questionnaire. The sample size is 112 respondents who drink alcoholic beverages 2-3 times a month. Most of the respondents prefer drinking beer and drink 2 to 3 bottles of beer per one time. The research finding showed that 5 factors including enjoyment, stress reduction, social signal, health consciousness, and reference influencer influenced purchase intention for Asahi Superdry Beer. Intention to buy, the questions can be categorized in to two questions; how likely it is that you will selecting Asahi Superdry beer when buying beer to drink at home and when ordering a beer to drink at restaurant, bar or venue outside the house. The results showed that only social signal is the factor influencing purchase intention when buying beer to drink at home. For drinking outside the house, only stress reduction influences purchase intention for Asahi when ordering a beer to drink outside the house. The future research should focus on collecting data for more various respondent profiles, different ages, and regions and explore more about other influenced factors.