Study of the Behavior of Generation X and Y in Consuming Carbonated Drinks in Bangkok
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Abstract
The research aims to 1) study demographic data 2) study marketing mix 3) study soft drink consumption behavior. The research has the following hypothesis to 1) marketing mix related to the consumption behavior of carbonated drinks of Generation X and Y in Bangkok. The data was collected from a sample group of consumers who bought carbonated drinks during Generation X and Y, totaling 400 people. The data was analyzed using frequency statistics, percentages, standard deviations, and Pearson’s correlation coefficient. The results of the research found that 1) Demographic data most are male, aged 27-44 years (GenY), single, have a bachelor's degree, and work as employees/employees of private companies 2) soft drink consumption behavior overall is at a high level, with complete impulse purchase being the highest, followed by impulse purchase with recommendations, and impulse purchase with plans being the lowest 3) marketing mix overall is at a high level, with salesperson being the highest, followed by product, and packaging being the lowest. Results of testing the hypothesis 1) Marketing mix in terms of product, price, distribution channel, and promotion have a relationship with consumption behavior at a moderate level. Marketing mix in terms of packaging, salesperson, nutrition, storefront arrangement, and product brand have a relationship with consumption behavior at a low level.
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