Unraveling Determinants: Investigating the Impact Factors Shaping Customer Purchase Intentions for Traditional Thai Liquor in Bangkok

Abstract

This study investigates the factors influencing customer purchase intentions toward Traditional Thai Liquor in Bangkok. The research integrates six key variables—Brand, Taste, Price, Perceived Quality, Social Influence, and Alcohol Identity—to comprehensively explore consumer behavior. Data were collected from 409 participants through an online questionnaire, addressing demographic profiles, consumption patterns, and preferences related to Thai liquor. The findings highlight that Taste, Price, Perceived Quality, and Social Influence significantly impact Traditional Thai liquor purchase intentions. Taste emerged as a predominant factor, with consumers valuing it as a primary determinant in their choice of Thai liquor. Additionally, Price, Perceived Quality, and Social Influence exhibited noteworthy effects, emphasizing the multifaceted nature of consumer decision-making in the context of traditional liquor. Surprisingly, Brand and Alcohol Identity did not exert a statistically significant impact on purchase intentions. This implies that factors such as brand reputation and alcohol identity may not be as influential in motivating consumers to choose Traditional Thai Liquor in the Bangkok market. The study acknowledges limitations, including geographical concentration and potential respondent inattention in the online survey. Recommendations for further research encompass expanding sample size, incorporating additional influential factors, and examining potential mediating variables. Despite these limitations, this study contributes valuable insights into consumer behavior regarding Traditional Thai Liquor, aiding marketers, policymakers, and researchers in understanding and responding to the evolving dynamics of the Thai liquor market in Bangkok.

Keywords – Taste of Thai Liquor; Perceived Quality of Thai Liquor; Price of Thai Liquor; Social Influence in the Context of Thai Liquor; Alcohol Identity of Thai Liquor; Traditional Thai liquor purchase intention

JEL classification code – L10, M10, M31, M37