EXPLORING PURCHASE INTENTION FOR CRAFT BEER (BOTTE/CAN) IN THAI MARKET AMONG BANGKOK AND METROPOLITAN CONSUMERS

Abstract

Craft beer is a rising trend all around the world at the moment. Especially in the Thai market, prior COVID-19 pandemic craft beer is a major trend for the beer drinker in Thai market. However, there is still a lack of research and information on Thai consumers toward craft beer intention to buy. Moreover, the COVID-19 pandemic has heavily impacted the craft beer industry. It results in dramatically low consumption during the pandemic. This research study has the objective to explore consumer intention to buy craft beer in Thai Bangkok and metropolitan. Packaging, hedonic need, brand attitude, and innovativeness were studied toward the intention to buy craft beer (bottle/can). Besides, demographic and consumer characteristics were studied in this research. The result represents novelty finding and occasionally buying shows positive influence toward intention to buy craft beer (bottle/can). The recommendation is developing new beer with unique flavour and promote special occasion to buy beer.