Factors Affecting Consumers' Purchase Intention Behavior of Fresh Fruit Juice in Bangkok Metropolitan Area

Abstract

This research was conducted with the aim of studying the influences of attitude, brand image, perceived price on consumers' purchase intention of fresh fruit juice in Bangkok and metropolitan area. The samples used in this study were consumers who buy fresh fruit juice in Bangkok and metropolitan. The researcher selected 400 samples via convenience sampling method. The instrument in the study was a questionnaire with a total reliability of 0.922 and a validity check of content from experts. The descriptive statistics in the analysis were percentage, mean, and standard deviation. The inferential statistic was multiple regression analysis.

Most of the respondents are female and age between 20 – 30 years old. Their highest education is bachelor degree. Most of them are business employees and have income between 15,000 – 30,000 baths per month. From the hypotheses testing, the results indicated that attitude, brand image, perceived value price has a statistically significant impact on consumers' purchase intention of fresh fruit juice in Bangkok metropolitan area. The most important factor for the sample was perceived price (= 4.29) most commonly followed by brand image (= 4.16) and attitude (= 4.16) respectively, at a statistically significant level of 0.05