BRANDING AND PACKAGING, ADVERTISING AND CONSUMER LIFESTYLE AFFECTING PURCHASE INTENTION OF FUNCTIONAL BEVERAGES IN THAILAND

Abstract

This study presents the effects of branding and packaging, advertising and consumer lifestyle on the customer’s purchase intention of functional beverages in the Thai market. A snowball sampling technique was utilized in collecting feedback from 400 respondents via online questionnaire. The results were analyzed using the multiple linear regression framework. The results from the data analysis based on the coefficients branding and packaging factors (Beta = 0.4673), advertising factors (Beta = 0.2247), and consumer lifestyle (Beta = 0.1973) approves three hypotheses confirming that there is a positive relationship with purchase intention of functional drinks in Thailand market.