UNDERSTANDING THE CUSTOMER PERCEPTIONS TOWARD TAO BIN BRAND BETWEEN LIGHT AND HEAVY SHOPPERS IN ORDER TO SUSTAINABLY DRIVE HEAVIER CONSUMPTION AMONG EXISTING SHOPPERS.

Abstract

This study intends to study the growing trend of vending machines over the world including in Thailand that shows the Tao Bin phenomenon. Tao Bin vending machine became very popular and favorable among customers within 2 years. This is the fascinating point in Thailand during the Covid situation after the trend of delivery. Tao Bin can generate a large amount of revenue and expand rapidly with positive feedback. Moreover, it became a viral trend, especially on social media. The fast growth of the business leads to the question that is it will be a sustainable business. Customers tend to repeat purchases, or they just trail the product according to the trend. However, the business is still young. We can only distinguish customers based on their level of consumption. Therefore, this research will study and compare both Tao Bin light buyers’ and heavy buyers’ groups on the brand perception aspect there are four main key constructs: Brand Association, Perceived Quality, Perceived Value, and Brand Loyalty. Understanding both buyer’ groups will let us see the potential of the Tao Bin clearer and the opportunity to create sustainable growth by converting light buyers to heavy buyers through the brand equity aspect.