Marketing Mix Factors (4Ps) Influencing Consumers’ Decisions to Purchase Health Beverages in the Bangkok Metropolitan Area, Thailand

Authors

  • Ratchata Kanchanarote Independent Scholar and Researcher

Keywords:

Marketing Mix (4Ps), Purchase Decision, Health Beverages

Abstract

Research Article: Marketing Mix (4 Ps) Factors Influencing the Purchase Decision of Health Beverages among Consumers in the Bangkok Metropolitan Area, Thailand This research article aims to examine the levels of personal factors, the marketing mix (4Ps), and the purchase decision-making process for health beverages among consumers in the Bangkok Metropolitan Area, Thailand. It also seeks to investigate the effects of the marketing mix (4 Ps) on the health beverage repurchase decision-making process of consumers in the Bangkok Metropolitan Area, Thailand. The population of this study consisted of consumers who had made decisions to purchase health beverages in the Bangkok Metropolitan Area, Thailand. The sample size was determined using Taro Yamane’s (1973) formula for an unknown population size at a 95% confidence level, resulting in a total sample of 400 respondents. The research instrument used for data collection was a questionnaire. The questionnaire included a screening question asking whether respondents regularly consume health beverages. If respondents answered “No,” they were not required to complete the remaining questions. If they answered “Yes,” they proceeded to complete the full questionnaire.
The results revealed that the product factor had the greatest influence on the purchase decisionmaking process, followed by place (distribution channel), price, and promotion, respectively. The analysis indicated that the marketing mix (4 Ps) had a positive and statistically significant effect on consumers’ purchase decisions in the Bangkok Metropolitan Area. Businesses should therefore emphasize product quality development and extensive distribution coverage to stimulate repeat purchases and build longterm customer loyalty.

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Published

2026-02-19

How to Cite

Kanchanarote, R. (2026). Marketing Mix Factors (4Ps) Influencing Consumers’ Decisions to Purchase Health Beverages in the Bangkok Metropolitan Area, Thailand. Kaonawat Academic Journal, 1(1), 1–12. retrieved from https://so17.tci-thaijo.org/index.php/KAJ/article/view/1752

Issue

Vol. 1 No. 1 (2026): January - February 2026

Section

Research Article

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