PRODUCT BENEFITS PRODUCT ATTRIBUTES AND BRAND ATTITUDES EFFECT TO CONSUMER’S PURCHASE INTENTION OF VITAMIN WATER PRODUCT IN MUAENG NAKORN PATHOM : CASE STUDY BRAND X
ศรีรัตนะ โขจุลธรรม1* และสุรัชดา เชิดบุญเมือง2
This research was aimed to study the factors which effect on consumer’s purchase intention of vitamin water; brand X, in Muaeng Nakorn Pathom. The instrument of this research was used a questionnaire to collect all data, designed the sample group for 400 Homogeneous samples with the screening questions; are you living in Muaeng Nakorn Pathom?, had you ever purchased and had experienced in drinking of vitamin water; brand X?. Making analysis with Frequency, Percentage, , Standard deviation (S.D.) and Multiple Regression Analysis, its result will be used to test the hypothesis. The study result shown that the most of respondents are males, ages between 31-40 years, graduation at Bachelor degree, occupation of private company employees and monthly income between 10,001-20,000 baht. The hypothesis test indicated that the independent factors of vitamin water; brand X, which effect on consumer’s purchase intention in Muaeng Nakorn Pathom, are the Product Benefits (Beta = 0.332*), the Product Attributes (Beta = 0.234*) and the Brand Attitudes (Beta = 0.215*) respectively. The consumers paid their intention to the factor of Product Benefits; helping relax and good mood, the Product Attributes; package easy to carry on and comfortable to hold it with a finger, and the Brand Attitudes; trustworthiness on the brand X that is the best choice for vitamin water product. All factors are correlated with statistically significant at level of 0.05.