The Marketing Mix Strategy Model to Influencing the Decision to Purchase Ready-to-Drink (RTD) Green Teas Among University Students in Bangkok Metropolitan Region, Thailand

Authors

  • Samart Deebhijarn Faculty of Administration and Management, King Mongkut

Keywords:

, Marketing mix strategies, Purchase decision, Ready-to-drink(RTD) green teas, Personal factor, Social factor and Consumers behavior.

Abstract

This research study is a combination of both qualitative and quantitative. The objective is to study Factors affecting the decision to purchase Ready-to-Drink green teas, using in-depth interviews with experts and entrepreneurs of 12 persons. To insist on quantitative research design used in this study were a questionnaire and a sample of university students, both male and female 620 samples are being analyzed by Structural Equation Model. The frequency to buy 1-2 times/day and the price range of 15-25 THB./Pcs. the place to buy at convenience store. By influencing the consumer's best friend, fellow student. And consumers get information about green tea products through television, radio and online media. The marketing factors affecting the consumption of green tea is a high level factor are products and promotions respectively. The relationship between personal factors and behavior of consumers towards marketing mix strategies that the behavioral have a relationship at the level of statistical significances are studied.

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Published

2016-08-04

How to Cite

Deebhijarn, S. (2016). The Marketing Mix Strategy Model to Influencing the Decision to Purchase Ready-to-Drink (RTD) Green Teas Among University Students in Bangkok Metropolitan Region, Thailand. International Journal of Sciences: Basic and Applied Research (IJSBAR), 29(1), 90–103. Retrieved from https://www.gssrr.org/index.php/JournalOfBasicAndApplied/article/view/6068

Issue

Vol. 29 No. 1 (2016)

Section

Articles

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