THE FACTORS INFLUENCING CUSTOMER’S INTENTION TO BUY THE READY TO DRINK VITAMIN IN BANGKOK

Abstract

The objective of the thematic paper is to study the attitude toward the ready-to-drink vitamin among Thai people in Bangkok and explore the influence factors among the customer to buy the ready-to-drink vitamin among Thai people in Bangkok. The scope of this thematic paper covers data collected from 157 respondents and 10 customers for the in-depth interviews, who purchased ready to drink vitamins within 3 months and living in Bangkok, Pathumthani areas. This thematic paper uses both quantitative and qualitative research methods to obtain the useful insight information of factors that influence customer’s intention to buy the ready-to-drink vitamin in Bangkok. The research findings show the main factors, ranking from the most important, that affect the customer to buy the ready-to-drink vitamin in Bangkok are Distribution channel, Taste, Consumer behavior in terms of Hedonic need, and Packaging. Moreover, the most important factor after the final decision is the Distribution channel. This study could support the entrepreneur to find the factor that could influence the customer and be able to develop the ready-to-drink vitamin product to reach the customers' needs in the future.