FACTORS AFFECTING BUYING DECISION OF PEARL MILK TEA IN BANGKOK

Abstract

       The purposes of this research were 1) to study consumer behavior in making buying decision of pearl milk tea, 2) to study effects of marketing mix (4Ps) on consumer buying decision of pearl milk tea, and 3) to find overall trend of pearl milk tea business.

        This was quantitative research on the population of pearl milk tea drinkers in department stores located in Bangkok with 400 respondents sampled. Statistical analysis tools in use included mean, standard deviation, percentage and descriptive statistical analysis with data analysis software used in analysis of all data collected.

        The results revealed that most respondents are female with age ranges of 20-30 years old, working as employees in private sector, and having individual income per month of THB 10,000-20,000. Considering marketing mix, products were Jasmine Tea with pearl topping and low sugar added, pricings were around 25 – 40 Baht, places or distribution channel were from shops by the roads or in the markets, and promotion that could interest them was the loyalty program with card collection. Respondents thought that their buying decisions were influenced by the image-enhancing decorations of those shops. The reason for their purchases was that they believe it could help them get awaken so they purchased around 4-6 cups per week in the evening. They spent around an hour at the tea shop and their friends were the most important factors affecting their buying decision.