CONSUMER BEHAVIOR AND PURCHASE DECISION TOWARDS BEER IN BANGKOK. was submitted to the College of Management, Mahidol University for the degree of Master of Management. I thus gained a lot of knowledge from the class, and would use this result for my business in the future. VICHITA RACTHAM, PH.D., WORAPONG JANYANGYUEN, DB.A. Thailand is the second largest market for beer consumption among Southeast Asia, although the alcohol policy in Thailand is quite extensive.
Thailand is still a huge market and the appetite for beer could turn around if household debt levels improve in the future. Under these circumstances, this study aims to analyze consumer behavior and purchasing decisions for beer in Bangkok. Among Southeast Asia, Thailand is the only country surveyed with a negative annual growth rate in alcohol consumption of -2.4% in 2015, mainly due to the poor performance of beer, the largest category within alcoholic beverages.
Thailand is the second largest market for beer consumption in Southeast Asia, although alcohol policy in Thailand is quite extensive. Under these circumstances, Thailand has been recognized as one of the most promising markets in ASEAN. According to the Euro monitor report, regardless of the economic situation, imported premium beer recorded a positive growth of 3% in 2014, which is the highest growth among all beer categories.
The Carlsberg Group will continue to invest in Thailand and we believe the alcohol and beer markets will start to show promising growth, especially in the super-premium beer segments.
Objectives
LITERATURE REVIEW
Brand effect on purchasing decision of Bangkok consumers Hypothesis 2: Taste effect on purchasing decision of Bangkok consumers
Social influence effect on purchasing decision of Bangkok consumers
- Consumer behavior
- Motivation
- Attitudes
- Brand Preference
- Taste
- Price
- Social
- Relaxation
- Social influence
According to Blackwell, consumer behavior is defined as the activities people undertake in obtaining, consuming, and disposing of products and services. Before that date, the more amorphous concept of the will was used by philosophers and social theorists when discussing the antecedents and characteristics of effortful, directed, and motivated human behavior. Early functional philosophers and psychologists adopted the term motivation, usually in reference to voluntary action behavior that indicates direction. (Dr. Durmaz, 2011). According to Webster's New Collegiate Dictionary, a motive is "something (a need or desert) that moves a person to action."
Motivate, in turn, means "to provide a motive," and motivation is defined as "the act or process of providing a motive that causes a person to take some action. According to the American Marketing Association (AMA) is a trademark a. name, term, sign, symbol or design, or a combination thereof, intended to identify goods and services of one seller or group of sellers and to distinguish them from those of competition .”.Therefore, consumer-brand identification defined as consumer's perceived state of oneness with a brand is a valid and powerful expression of our search for identity-fulfilling meaning in the marketplace of brands.
It refers to behavioral tendencies that reflect the extent to which a consumer prefers one brand over another. According to past research, consumers cannot identify their favorite brand based on blind taste and perceived characteristics. Taste is very important when deciding to buy beer, as different flavors of beer from domestic and international companies are sold on the market, and consumer preferences are different.
A popular view of alcohol is that it serves as a social lubricant, a mechanism to ease feelings of anxiety and nervousness during social interactions. When the results of a recent study were extrapolated to the general population, researchers found that up to 12 million adults in the UK drink to help them relax or overcome feelings of depression. It can deal with the change of the individual's task performance level in the condition where other people are watching, or when the people (real or imagined) also activate tendencies to conform - the individual tends to behave like other people.
An important element of social influence are the activities of other people, which shape and change an individual's attitude. Alcohol and Health Forum, 2009) According to Anderson, alcohol advertising manipulates the vulnerability of young people by shaping their attitudes, perceptions and especially expectations about alcohol consumption, which then influences their decision to drink. Past research efforts have confirmed that there are associations between independent or total exposure to alcohol media marketing and youth drinking decisions, alcohol initiation, and underage drinking, that alcohol advertising increases consumption on any occasion, attracts new drinkers, and that youth are vulnerable for alcohol advertising.
RESEARCH METHODOLOGY
Method and Data Collection
Questionnaire Design
RESEARCH ANALYSIS
The response most often given for the frequency of beer drinking is Less than once a month at 32%. Please rank by type of alcoholic beverage that you drink more often (The larger number means that you drink more often. As for the percentage of alcohol consumed in public, the most frequently answered answer is 0-20%.
According to the regression coefficient analysis regarding 'How often do you drink beer in the past six months' by SPSS, the result below indicates that there are two significant variables that motivate respondents to consume beer. What percentage of alcoholic drinks (by volume) do you consume outside the home (e.g. in bars, restaurants, clubs) compared to consumption at home. According to the regression coefficient analysis of the purchase decision to drink beer regarding 'How often do you drink beer in the past six months' by SPSS, the result below indicates that there are four significant variables that motivate respondents to buy beer.
In terms of brand preference, when consumers think of beer brand, the following brands come to mind. The most frequently answered is Singha with 18%, second is Heineken 16% and the third is Chang 15%. Domestic brands are strong, while foreign premium brands such as Heineken, Hoegarden and Asahi are fighting well.
CONCLUSION AND LIMITATION
APPENDICES
APPENDIX Questionnaire
