INTEGRATED MARKETING COMMUNICATION AND BRAND IMAGE AFFECTING CONSUMER BUYING DECISION OF C-VITT VITAMIN WATER IN BANGKOK

Abstract

The objective of this research is 1) to study the differences in demographic factors affecting the buying decision of vitamin water C-vitt among consumers in Bangkok, 2) to study integrated marketing communication factors affecting consumers' decision to purchase C-vitt vitamin water in Bangkok, and 3) to study brand image factors. Products affecting consumers' decision to purchase C-vitt vitamin water in Bangkok. The tool used as a questionnaire by collecting data from 400 people who previously consumed the C-vitt vitamin water and lived in Bangkok. The statistics used for data analysis consisted of descriptive statistics such as frequency, mean, percentage, and standard deviation, and inferential statistics such as t-test, One-way analysis of variance and multiple regression analysis.

The results of the study show that (1) Demographic characteristics Different monthly income resulted in a statistically different difference in purchasing decision of C-vitt vitamin water among Bangkok consumers at 0.05 level. (2) Integrated marketing communication factors, employee sales and direct marketing. Affected the purchasing decision of vitamin water C-vitt of Bangkok consumers significantly at 0.05 level. (3)  factors of brand image, value and personality of users. Affected the purchasing decision of vitamin water C-vitt of Bangkok consumers significantly at 0.05 level.