This thematic article aims to find factors that influence consumers to drink Asahi Superdry beer in Bangkok. For outdoor drinking, only stress reduction affects Asahi's purchase intention when ordering a beer to drink outdoors. The research topic of this thematic article is to study factors that influence consumers to drink Asahi Super Dry beer in Bangkok.
It is necessary to find the most important factors that influence consumers to drink Asahi Super Dry beer in Bangkok. The main research question of this study is "What are the key factors that motivate the consumer to drink Asahi Super Dry beer in Bangkok?" and. To understand the key factors that motivate consumers to drink Asahi Super Dry beer in Bangkok.
The total sample size will be around 100 respondents, who will measure factors that drive them to drink Asahi Super Dry beer. To use the data to identify what factors influence consumers in Bangkok to drink Asahi Super Dry beer.
INTRODUCTION 1
- Gender 5
- Age 6
- Income 6
- Education 7
- Occupation 7
- Psychological Factors - Motivation 8
- Conceptual Framework 8
- Reference Groups Influence 9
- Leisure 9
- Health Consciousness 9
- Value Consciousness 10
- Face and Status 10
Rakesh Kumar (2014) supported that low income people used their money for food, rent and other essentials of daily life; as they become more affluent, they tend to buy higher quality products and buy more non-essential items. Most people tend to buy products and services that speak for their profession and role in society (Businessjagon.com, 2017). To succeed in positioning the brand and addressing the wants and needs of the target audience, marketers must utilize the psychological factors that explain and predict what the consumer is interested in and influence what the consumer will buy.
In summary, psychological factors, especially motivation, can influence the intention to purchase Asahi Superdry beer. Several motives that can influence the intention to buy beer will be discussed in the conceptual framework. From mbaskool.com (2017) Purchase intention or intention to buy is a customer's willingness to purchase a particular product or service.
It used to measure a consumer's expressed tendency to buy products perceived as good value for money. However, there is no exact result from the previous research that identifies the factors that drive the consumer to buy Asahi Superdry beer.
METHODLOGY 12
Research Design 12
Age * Q6 Please indicate how likely you are to choose Asahi Superdry beer when buying beer to drink at home - Crosstab. Income * Q6 Please indicate how likely you are to choose Asahi Superdry beer when buying beer to drink at home - Crosstab. Q6 Please indicate how likely you are to choose Asahi Superdry beer when buying beer to drink at home - ANOVA.
Q7 Please indicate how likely you are to choose Asahi Superdry beer when ordering a beer to drink in a restaurant, bar or other place outside the home - ANOVA. Q6 Please indicate how likely you are to choose Asahi Superdry beer when buying beer to drink at home - ANOVAb. Dependent variable: Q6 Please indicate how likely you are to choose Asahi Superdry beer when buying beer to drink at home.
Q7 Please indicate how likely you are to select Asahi Superdry beer when ordering a beer to drink in a restaurant, bar or other location outside the home - ANOVAb. Dependent variable: Q7 Please indicate how likely you are to choose Asahi Superdry beer when ordering a beer to drink at a restaurant, bar or other location outside the home. Question 6 Please indicate how likely you are to choose Asahi Superdry beer when buying beer to drink at home - Coefficientsa.
Q7 Please indicate how likely you are to choose Asahi Superdry beer when ordering a beer to drink in a restaurant, bar or other place outside the home - Coefficientsa. The above table showed the coefficients from the lagged regression analysis for choosing Asahi Superdry beer when buying beer to drink at home. The above table showed the coefficients from the lagged regression analysis for choosing Asahi Superdry beer when ordering a beer to drink at a restaurant, bar or other place outside the home.
Thus, it is the only factor that influences the purchase intention when buying beer to drink at home. Thus, this group is considered as a potential segment to drink Asahi Superdry beer at home. So reference groups do not affect the purchase intention of Asahi Superdry Beer when you buy beer to drink at home and when you order a beer to drink at a restaurant, bar or other place outside the home.
Leisure time therefore has no influence on the purchase intention of Asahi Superdry Beer when buying beer to drink at home and when ordering a beer to drink in a restaurant, bar or other location outside the home. Health therefore has no influence on the purchase intention for Asahi Superdry Beer when buying beer to drink at home and when ordering a beer to drink in a restaurant, bar or other location outside the home. Please indicate how likely you are to choose Asahi Superdry beer when purchasing beer to drink at home.
Please indicate how likely you are to choose Asahi Superdry beer when ordering a beer to drink in a restaurant, bar or other venue outside the home.
Regression Analysis: Drinking Outside of Home 32
Regression Coefficients: Drinking at Home 33
Regression Coefficients: Drinking Outside of Home 33
Backward Regression Coefficients: Drinking at Home 34
Backward Regression Coefficients: Drinking Outside of Home 35
