The study of occasions which influence consumer buying behavior of alcoholic beverages in Thailand

Name: Phraeophan Sarochwimolsin

keyword: Alcoholic beverages

; Drinking occasions

; Thai consumers

; Consumer purchasing behavior

Abstract: Thai consumers tend to trade up to the premium alcoholic drinks. Trading up to premium brands is now more popular in the areas of wines and spirits. Consumers are seeking new experiences in drinking in order to increase their satisfaction and satisfy their curiosity. Moreover, most of big alcoholic companies have created new occasions that lead to the purchasing of their products. The study of occasions which influence consumer buying behavior of alcoholic beverages in Thailand is an independent study that investigate a contemporary topic in applied marketing, focusing on societal opportunity of marketing knowledge. This study is designed to obtain better understanding of Thai consumer’s buying behavior of alcoholic beverages and the occasions that would affect how consumers choose alcoholic beverages. The findings from this study will benefit readers who are involved in the alcoholic beverage industry to develop effective marketing campaigns and understand more about consumer insights. This study also supports the society by providing information about consumers’ drinking behavior in Thailand.

Thammasat University. Thammasat University Library

Address: BANGKOK

Email: preserv@tu.ac.th

Name: Hoffman, K. Douglas

Role: advisor

Created: 2017

Modified: 2021-04-22

Issued: 2021-04-22

วิทยานิพนธ์/Thesis

application/pdf

DOI: 10.14457/TU.the.2017.491

eng

DegreeName: Master of Science

Level: Master's Degree

Descipline: Marketing

Grantor: Thammasat University

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