Factors influencing the customers intention to purchase a natural functional drink in Bangkok.

Abstract

Currently, people are more focused on health because in the city everything seems busy, the traffic is hectic, the workers have to wake up early. These people lack time to look after themselves such as eating, exercising, and maintaining their health. They tend to purchase products that are good for their health and also search for convenience. This reason will increase the demand for functional food. The increase in the aging population and people tending to care more about their health will make the demand for healthy products such as functional food and nutraceutical products increase in Thailand. Nowadays, the functional food market in Thailand is growing well while the functional drinks market is small. This research aims to investigate the factors that influence the intentions of Thai people living in Bangkok to purchase a natural functional drink. For the purpose of achieving the research aim, it intends to examine the impact of each factor that is associated with the intentions to purchase a natural functional drink. These determinants comprise of Health consciousness, Product claim label, Food-safety consciousness, Brand trust, and Influencer. In collecting the data, an online survey was utilised to collect information from the sample group. The study applies the quantitative method of data collection, and analyzes it by using the SPSS program with 250 datasets. The results show that the Influencer, Food-safety consciousness, and Health consciousness positively influence the intention to purchase a natural functional drink in Bangkok. Further, this research discovered a new factor that also influenced the intention to purchase a natural functional drink in Bangkok, that is Food additive concern. In conclusion, this research will benefit the stakeholders and to use this research as a tool to understand the customer and to increase the profit and expand the market in Thailand. Both the theoretical, the result, and the recommendation for future research will be provided in this research.