Milk Tea Study

FACTORS AFFECTING DECISION MAKING ON PURCHASING
PEARL MILK TEA IN BANGKOK
SIRIRAT SAESIEO
A THESIS SUBMITTED IN PARTIAL FULFILLMENT OF THE

REQUIREMENTS FOR THE GRADUATE SCHOOL
STAMFORD INTERNATIONAL UNIVERSITY
MASTER OF BUSINESS ADMINISTRATION
ACADEMIC YEAR 2015
FACTORS AFFECTING DECISION MAKING ON PURCHASING
PEARL MILK TEA IN BANGKOK
SIRIRAT SAESIEO
A THESIS SUBMITTED IN PARTIAL FULFILLMENT OF THE

REQUIREMENTS FOR THE GRADUATE SCHOOL
STAMFORD INTERNATIONAL UNIVERSITY
MASTER OF BUSINESS ADMINISTRATION
ACADEMIC YEAR 2015
2015
Sirirat Saesieo
All Rights Reserved
i
The Research has been approved by

Stamford International University
The Graduate School
Title: Factors Affecting Decision Making on Purchasing Pearl Milk Tea in

Bangkok
Researcher: Sirirat Saesieo
The Thesis Committee:
Chairman _________________________
(Assoc.Prof.Dr.Chow Rojanasang)
Advisor _________________________
(Dr. Apitep Saekow)
Committee Member _________________________

(Dr. Ronald Vatanana)
Committee Member _________________________

(Dr. Martin Goerlich)
_________________________
(Dr. Apitep Saekow)
Dean of Graduate School
July 2015
i
Title: Factors Affecting Decision Making on Purchasing Pearl Milk Tea

in Bangkok
Researcher: Sirirat Saesieo Student ID: 013331013
Degree: Master Of Business Administration
Advisors: Dr. Apitep Saekow
Academic year: 2015
Abstract
The objective of this study was to study (1) Consumer behavior toward buying
decision of pearl milk tea (2) To study about marketing mix (4Ps) are affecting
consumer purchasing decision toward pearl milk tea (3) To find overall trend of pearl
milk tea business.
Research Methodology: Research from sample questionnaire from total of 400
respondents. This research has an analyzed data by using mean, standard deviation,
percentage and descriptive statistic. For the limitation of this study, researcher didnt
have the statistic about the certain amount of people who drink a pearl milk tea to
support in this research. So, researcher will distributed the questionnaire according
from top ten department stores in Bangkok. Timing from14 April 2015 to end of May
2015.
The study found that most of respondents are female, aged 20-30 years old,
working at Private Company and have Individual income per month for 10,000-20,000
THB. Perception of marketing, most of respondents buy Jasmine Tea, always adding
Pearl with milk tea with less sugar. Pay for 25 40 Baht and usually buy pearl milk
tea from Street road / Market fair. The most of respondents like Collected card and
thought that Decoration are factors that support to purchase through the Image that
take intention to buy. Behavior intention to buy pearl milk tea, most of respondents
buy pearl milk tea for Reduce from sleepy so they purchase 4-6 cups per week in the
Evening. The duration of the service at pearl milk tea shop for 1 Hour and thought that
Friends is the most person influencing decision to buy.
Keywords: Marketing mix, Consumer purchasing decision

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ACKNOWLEDGMENT
I would like to express my sincere to my thesis advisor, Dr. Apitep Saekow for
his guidance and support to prepare my research, not only for the methodologies but
also many other of the methodologies in real life. Without this guidance and support, I
would not have been completed this research.
Furthermore, I also sincerely thank Ajarn Narong Pondok (A.Khaen) for his
help and recommendation for the stat.
Then, big thanks to Stamford International University, Bangkok Campus and
many professors who always support me for any opportunity to accomplish this partial
fulfillment of the requirements for my Master Business Administration Degree.
Lastly, I would like to thanks all the representative who had answered my
questionnaire because without their representative this research could not be complete.
Sirirat Saesieo
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CONTENTS
Page
ABSTRACT i
ACKNOWLEDGMENT ii
CONTENTS iii
LIST OF TABLES v
LIST OF FIGURES vii
CHAPTER 1 INTRODUCTION
1.1 Statement of the Problems 1
1.2 Research Objectives 2
1.3 Significance of the Study 3
1.4 Scope and limited of the Study 3
1.5 Conceptual Framework 3
1.6 Research Hypothesis 4
1.7 Definitions of Term 5
CHAPTER 2 LITERATURE REVIEWS

2.1 Concept and theory of demographic 6
2.2 Theory of marketing mix 7
2.3 Concept and theory of consumer behavior 11
2.4 Concept and theory of consumer decision making process 14
2.5 Relevance research 17
CHAPTER 3 RESEARCH METHODOLOGY

3.1 Population and Sample 23
3.2 Research Methodology 25
3.3 Reliability Test 26
3.4 Data Collection 27
3.5 Data analysis 28
iv
CONTENTS (Cont.)
Page
CHAPTER 4 RESEARCH FINDINGS

4.1 Personal Information 30
4.2 Opinion of marketing mix of consumer 32
4.3 Consumer behavior to buy pearl milk tea 36
4.4 Factor affecting consumers purchasing decision of pearl milk tea 39
4.5 Hypotheses Testing 41
CHAPTER 5 SUMMARY, CONCLUSION & RECOMMENDATIONS

5.1 Finding from the result 71
5.2 Results of Hypotheses Testing 72
5.3 Discussions 75
5.4 Recommendations for Further Application 76
5.5 Recommendations for Future Research 77
REFERENCES 78
APENDICES
Appendix A Survey Questionnaire 83
Appendix B Index of Congress (IOC) 91
Appendix C List of experts 93
Appendix D Summary Table 95
BIOGRAPHY 98
v
LIST OF TABLES
Page
Table 3.1 Number of sample size by location 25

Table 4.1 Demographic characteristics of correspondents following by Gender 30
Table 4.2 Demographic characteristics of correspondents following by Age 31
Table4.3 Demographic characteristics of correspondents following by occupation 31
Table 4.4 Demographic characteristics of correspondents following by income per
month(THB) 32
Table 4.5 Frequency and percentage of the most types of milk tea 32
Table 4.6 Frequency and percentage of topping 33
Table 4.7 Frequency and percentage of sweet 33
Table 4.8 Frequency and percentage of price 34
Table 4.9 Frequency and percentage of place 34
Table 4.10 Frequency and percentage of promotions 35
Table 4.11 Frequency and percentage of factors that support to purchase 35
Table 4.12 Frequency and percentage of the most media that take intention
to buy 36
Table 4.13 Frequency and percentage of objective of buying pearl milk tea 36
Table 4.14 Frequency and percentage of frequency to purchase 37
Table 4.15 Frequency and percentage of period time to purchase 37
Table 4.16 Frequency and percentage of duration of the service at pearl milk
tea shop 38
Table 4.17 Frequency and percentage of the most person influencing purchasing
decision to buy 38
Table 4.18 Means and standard deviation of factor affecting consumers purchasing
decision of pearl milk tea 39
Table 4.19 Means and standard deviation of Product 39
Table 4.20 Means and standard deviation of Price 40
Table 4.21 Means and standard deviation of Place 40
vi
LIST OF TABLES (Cont.)
Page
Table 4.22 Means and standard deviation of Promotion 41

Table 4.23 Purchasing decision based on gender 41
Table 4.24 Purchasing decision based on age 42
Table 4.25 Multiple Comparisons based on age with LSD method 43
Table 4.26 Purchasing decision based on occupation 43
Table 4.27 Multiple Comparisons based on occupation with LSD method 44
Table 4.28 Multiple Comparisons based on occupation with LSD method 44
Table 4.29 Purchasing decision based on income 45
Table 4.30 Purchasing decision based on the most types of milk tea to purchase 46
Table 4.31 Purchasing decision based on the topping always adding 47
Table 4.32 Multiple Comparisons based on the topping always adding with
LSD method 47
Table 4.33 Purchasing decision based on the level of sugar 48
Table 4.34 Multiple Comparisons based on the level of sugar with LSD method 48
Table 4.35 Purchasing decision based on the cost to pay 49
Table 4.36 Multiple Comparisons based on the cost to pay with LSD method 50
Table 4.40 Purchasing decision based on the place usually buys pearl milk tea 52
Table 4.41 Multiple Comparisons based on the usually buy pearl milk tea with
LSD method 53
LSD method 53
LSD method 54
LSD method 54
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Page
Table 4.45 Purchasing decision based on the promotions 55

Table 4.46 Multiple Comparisons based on the promotions with LSD Model 56
Table 4.47 Multiple Comparisons based on the promotions with LSD Model 56
Table 4.48 Purchasing decision based on the factors that support to purchase 57
Table 4.49 Multiple Comparisons based on the promotions with LSD method 58
Table 4.53 Purchasing decision based on the most media take intention 60
Table 4.54 Multiple Comparisons based on the most media take intention to purchase
with LSD method 61
with LSD method 61
with LSD method 62
Table 4.57 Multiple Comparisons Promotion based on the most media take intention
with LSD method 62
Table 4.58 Purchasing decision based on the objective of buying 63
Table 4.59 Multiple Comparisons based on the objective of buying with LSD
method 63
Table 4.60 Purchasing decision based on the approximately to purchase 64
Table 4.61 Purchasing decision based on the period of time to purchase 65
Table 4.62 Multiple Comparisons based on the period of time to purchase with
LSD method 66
Table 4.63 Purchasing decision based on the duration of the service 66
LSD method 67
viii
Page
LSD method 67
LSD method 68
LSD method 68
Table 4.68 Purchasing decision based on the most person influencing decision
to purchase 69
ix
LIST OF FIGURES
Page
Figure 1.1 Conceptual Framework 4
Figure 2.1 Overall Model Of Consumer Behavior 12
Figure 2.2 Consumer Decision Making Process 14
1
CHAPTER 1
INTRODUCTION
1.1 Statement of the Problems

According to the legend of Chinese tea, it has been very long in history since
2737 BC and tea became the national drink in China. There were so many type of
Chinese tea such as green tea, black tea, oolong tea, white tea and post-fermented tea
(Wu, 2014: Online). However, the history of Taiwan domestic tea found in 17171
(Taiwan Tea Corporation, n.d.: Online).
Peal milk tea or Bubble tea in Taiwan has found in 1980s and later, this pearl
milk tea became very popular and well known drink in Taiwan (Martin, 2007).
According to K-Research by Kasikorn bank, 2012 reported that the pearl milk tea
introduced about 12 years ago and seemed that pearl milk tea was fail during that
time. Nevertheless, pearl milk tea has become very well know and favorite drink in
year 2012 according to K-Research by Kasikorn bank, (2012).
From the study of Thai Health Promotion Foundation (2014).Thai people
were getting more conscious about their healthy life, food and beverage. Therefore,
tea business became very popular in Thailand; on the other hand, tea could penetrate
the market by adapting so many kinds of products. However, the popular one is green
tea bottle or can products that can serve as a healthy beverage. Beside milk tea, Thais
people started to drink green tea (Yamamoto T., 1997) Moreover, green tea products
have become high demand as good as pearl milk tea, because the seller used to green
tea to make the pearl milk green tea as well. Therefore, the market trend has grown
very fast and the target group of consumer would be high school student, university,
working group and people who like to drink cool tea. (Euro monitor International,
2009)
As mentioned earlier about pearl milk tea trend, it has been in trend again
about this particular pearl milk tea in year 2012. Perhaps, the importer of pearl milk
tea from Taiwan has learned their lesson from the past 10-12 years. They also studied
more consumers behavior and factor that affecting tea lover by doing in the research
about spending, lifestyle of Thais people. So that they would have an idea about their
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target group to increase more revenue in their business. For this beverage market has
quite large scale and has worth at least 1.3 billion baht and growth rate 3 percent
comparing with the previous year. Tea is a healthy beverage and consumer always
knows the benefit to drinking tea. In the year 2012, tea market and ready to drink
market has worth more than one billion baht and growth rate 20 percent comparing
with previous year (K-Research by Kasikorn Bank, 2012). Currently, the pearl milk
tea market becomes very popular in Thais society, especially in the social network
pages such as facebook or blog. All of these social media were commenting about
milk tea. Therefore, it turn out to be a drinking trend of teenager and working group.
As of today, there were some blogger who reviewed on Facebook. On top of that,
some lover of pearl milk tea has created Facebook to associate and exchange their
experience of milk tea taste or preferred brands which included the suggestion and
share the pictures of each brand through Facebook Fan Page.
From the other report from ASTV, (2012) said that the consumer expected
pearl milk tea to be a drink of choice rather than coffee. Packaging would be the other
factor that attracted consumer to drink the pearl milk tea becomes the packaging has
used a plastic lid closed, clean and easy to carry everywhere. The pearl milk teas have
expanded into the variety of places such as department stores, office building, train
stations, university and business area. This makes the pearl milk tea unique and
becomes everyday drink same with coffee (ASTV, 29 July 2012)
1.2 Research Objective

The objective of this study is to study the factors affecting decision making on
purchasing pearl milk tea in Bangkok. Below is the objectives question of this
research as follows:
1.2.1. Have the demographic factors any influence the purchasing decision
toward pearl milk tea?
1.2.2. Have the marketing mix factors influenced the purchasing decision
toward buying milk tea?
1.2.3. Has consumers behavior influenced with the purchasing decision
toward pearl milk tea?
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1.3 Significance of the Study

This study is related with the Factors affecting decision making on purchasing
pearl milk tea in Bangkok. The finding of this research is to find the elements of
making a decision to purchase pearl milk tea in Bangkok. For the contribution of
doing this research is to know how to develop marketing plan to achieve the right
target segments in the market to gain the most profit and to sustain this business
industry in the future. Moreover, this research would be guideline or suggestion for a
person who wants to invest in this business sectors. And this research will be a
reference for future study in the field of factors consumer purchasing decision.
1.4 Scope and limitations of the Study

This research is to study about factors affecting decision making on purchasing
pearl milk tea in Bangkok based on respondents experience in consuming this
beverage this research, the researcher will use three months for distributed the
questionnaire and analysis the information. For the scope of this study are about
demographic (gender, age, income, occupation), consumer decision making, consumer
behavior, and marketing mix. The researcher would like to distribute the
questionnaires with approximately 400 respondents for group of peoples in Bangkok
in order to get many knowledge and variety of the opinions toward the objective of
this research. In order to get all information from the respondents, it will take time for
data distribution in each area of the department store. The limitations of this study,
researcher didnt have the statistic about the certain amount of people who drink a
pearl milk tea to support in this research. Therefore, the researcher will distribute the
questionnaire according to the top ten department stores in Bangkok.
1.5 Conceptual Framework

The purpose of this conceptual framework is to identify the factor that will be
the most impact toward consumers by using below information to analyze the
consumers purchasing decision in Bangkok (Kotler and Armstrong, 2009).
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1.5 Conceptual Framework (Cont.)
Independent Variable Dependent Variable
Demographic Factors
- Age - Income
- Gender - Occupation
Perception of Marketing Mix
- Product - Place Purchasing Decision

- Price - Promotion
Consumer Behavior
- Internal Influence
- External Influence
Figure 1.1 Conceptual Framework

Source: Adapted from Thidawan J.,2014 and Hawkins and Mothersbaugh,2010
1.6 Hypothesis
H1: Demographic factor which are age, gender, income, occupation has
influence with the purchasing decision toward pearl milk tea
H2: Marketing mix factors which are product, price, place, promotion has
influence with the purchasing decision toward pearl milk tea
H3: Consumer behavior has influence with the purchasing decision toward
pearl milk tea
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1.7 Definitions of Term
Milk Tea is defined as a tea with milk added.

Consumer is a person who consumes the products or services for personal use
not for sale. And consumer is the one who can make a decision to buy any items and
has influenced toward the marketing.
Consumer Purchasing Decision is about market strategy and outcomes. The
company can achieve when the consumer see a need for that product, decided that this
is a best solution and proceed to buy it and satisfied with the outcome of purchasing.
(Hawkins, Best,& Coney, 2001:22) and Cliff Allen said consumer purchasing decision
mean process that include recognize a need, searching information, evaluating
alternative, and decide to purchasing.(Cliff Allen, 2001)
Marketing Mix is a set of the action that must be made for the influencing and
offering mix of products, services, and prices, and utilizing. The company will use a
marketing mix to promote themselves about the product and service. This variable will
call Ps. Company will use the advertising, sale promotion or any product, price, place,
and promotion to reach the trade channels and target consumers. (Kotler & Keller,
2006)
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CHAPTER 2
LITERATURE REVIEWS
This chapter is combining about the concepts which are related with the
decision making on purchasing pearl milk tea. The researcher have been studied about
the concepts of the theoretical articles from academic paper, relevant research and
text book from the library that has a components of each theory, and theory of this
research are following topics;
1. Concept and theory of demographic

2. Concept and theory of marketing mix
3. Concept and theory of consumer behavior
4. Concept and theory of consumer decision making
5. Relevance research
1. Concepts and theory of demographic

Armstrong and Kotler have been said about the demographic that can divided
into each group of consumers which are age, gender, family life cycle, income,
occupation, education, social class, extraction, and each of generation. (Armstrong and
Kotler, 2005: 187). In the long tradition, consumer and marketing research are using
demographic variable to know about the profile of each consumer segmentation.
In the real market, we use the demographic segmentation to identify and
measure which factors can related to the amount of sale volume in the products and
service. And demographic can help to know the information in each of target group of
consumer or identify in each of target market.
The useful information is to divide a group of segmentation is the variable in
demographic theory. And some of variable can separated in the following
(Gunter,Barrie and Furnham, 1992:9).
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The variables of demographic are following:

1. Age (Life-cycle) is one of the variable concept that talking about marketing
that related to the consumer behavior characteristics and buying style of each
consumers. According from the age life-cycle, age can be separated into four parts that
are child, young, adult, and older adult. This concept is based on the fact that
consumer needs and desires change with age. So, in order to achieve with this
variable, the marketer needs to have a new design, new packaging or any promotion to
meet or respond the consumer want or consumer demand in each of difference age.
Such as toothpaste or toy, the preference will be a difference in each group of age. (for
children and adult) etc. (Jim Riley,2012)
2. Gender: Gender segmentation is used in the consumer marketing. Such as
hairdressing, Cosmetic, Magazines etc. (Jim Riley,2012).
3. Income: Income is one of the variables that can affect the business. The
companys product can appeal to the income of each group of consumer. Such as a
high-end product, usually appeal to the person who has higher income. On the other
hand, lower income wills sensitivity with the price. So a value is one of the main
factors to determine the product of the purchase. (Rick Suttle, Demand Media)
4. Marital Status: Family is one of the important factors in the life. It was
targets that connect with the market. Marketer will be concerned about the
characteristic and the amount of people in the family to relate to the products and
service. Because each of a family will have a difference behavior. (Jim Riley,2012)
5. Occupation: The occupations are related to the lifestyle of each people. It
can separate into skilled of work, technical, sales, students or unemployed, etc. (Jim
Riley,2012)
2. Concepts and theory of marketing mix

According to Bradeley (1995) defined that marketing mix is actually the basic
element which consists of product, price, place and promotion for winning the
targeted consumer. Marketing mix has come from a single P of microeconomic theory
(Chong, 2003). However, Moller (2006) highlighted that the shortcomings of the 4Ps
marketing mix framework, as the pillars of the traditional marketing management
8
have frequently become the target of intense criticism. This theory is an important
tool in order to help the understanding of what kind of product or service can be
offered and how to target for a successful product offering. The marketing mix is most
commonly executed through the 4 Ps of marketing: Price, Product, Promotion, and
Place (McCarthy and Perrault, 2002).
According to Kotler, Philip & Armstrong 2009 defined that Marketing Mix
is the set of controllable variables that the firm can use to influence the buyers
response. Thus, the import of the marketing mix is gathered about the mind set of
consumer target needs, and it can varies from one company to an another which
depends on its available material goods and marketing objectives
From the other source of Grnroos1994 concluded that the 4 Ps marketing
mix has become a straightjacket for marketers and proposed a new concept
relationship marketing for a future paradigm shift. The theory of 4Ps marketing has
focused on the production-oriented but not focusing on the consumer-oriented.
(Popovic, 2006).
According to Lauterborn (1990) defined that each of these variables should
also see from a consumers perspective. In addition, all of the parts of the marketing
mix are very important, since failing in any part that mean failure. (Kellerman,
Gordon and Hekmat, 1995)
Product
According to Kotler and Armstrong (2009), a product is anything that can be
offered to a market for attention, acquisition, use or consumption that might satisfy a
want or need. The product can be either a tangible or an intangible attributes of the
product. For Tangible products have so many variety that consumer can experience or
see. The intangible is a service that seem like consumer would set a specific demand
or need. The marketer need to understand the consumer needs to utilize the benefit
and value for the target group of consumer to generate sales.(Ghauri and Cateora,
2005, p.308). The products can be something that can reach the demand and need of
each target group of consumer that can be of goods, service, ideas or event. Kotler &
Armstrong (2012) have been said the product placement an activity influencing the
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offer and the companys image in order to outstanding the position in competitiveness
and make a value in the minds of consumers and future opportunity.(Kotler &
Armstrong, 2012)
The definition of the product that mean something offered by the business to
satisfy the need to have the consumer satisfaction of products that could be a tangible
product or intangible service. Bovee & Houston (2006) have been said that the
products are available or ideas that consumers have to pay to exchange. Etzel
Houdyon & Stanton (2009) have mentioned the meaning of the product that mean
something to offer to the market in order to remember the use or consumption, and
could meet the needs or served to the demands of the market.
There are two type products which can be category as core product and
actual product. The core product is very important because it is the heart of the
product and is the most basic level of product. It is what the consumer is buying. In
consumers vision, this can be referred to the core benefit. Moreover, the core product
is about the product concept and the basic idea behind the product which would relate
to the way of implementing its. Actual product means the characteristic of the product
such as the quality, packaging, design, brand name and guarantee of each product. It
also can be the product that ready to sell into the market. (Ghauri and Cateora, 2005,
p.308)
Price
Price is a second element for 4Ps. In term of price, price normally will cover
the exact amount to the consumer that buyer is expected to pay for product. In general,
consumer will consider price as an important part and some consumer really particular
about pricing that offered in each product (Kotler & Armstrong, 2012) Moreover,
price can influence consumer on purchasing decision making as well. On the hand,
price will come the products design and trend. Pricing can be priced out according to
market segmentation both products and services which it depended on the features and
target marketing budget, demand and supply need. Price means a value of product or
service in term of money. Most of the business will concern about what consumer are
willing to pay for the products. On the hand, it can mean what price sellers and trader
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are willing to accept or allow to be charged. Sellers will compare the value of that
product with the price, its mean if the value is higher than a price, they will make
decisions to buy. To design pricing strategies, this side has to make a consideration.
(Ghauri and Cateora, 2005,p.436)
Nevertheless, Philip Kotler (2012) mentioned that Price is the money or other
consideration (including other goods and services) exchanged for the ownership or use
of a goods or services. Price also means cost of consumer so that consumers will
compare the values of the product price. Consumers decision is buying of the product
that has influenced with the pricing strategy and need to provide by consumers
acceptance. By the need to create products to higher value products, cost of goods that
include the cost and profit of the manufacturer, and the competitive nature of price.
Price mean the amount of the product or service that the consumer willing to pays, or
may be mean the value of the products or service that is in the money not only is in
difficult to establish a specific time in the first set. But it will cause many problems on
occasion that will change with a price change with a price change might be because
we want to increase sales by lowering price or weaker competitors or because the
price of the goods in short supply or because of higher costs. Whether price are higher
or lower, it will be affected with other middleman and government that important in
this regard as well and whether it increase or decrease will effect to the competitors,
buyers, middlemen, etc. The success has come from price change based on these
reactions that are difficult to estimate, but these are problems that matter. (Kotler&
Armstrong, 2012)
Place
Kotler & Armstrong (2012) revealed that place could refer to the structure of
distribution channels which can help to spread the products. In the other meaning of
Place is the structure of the channel, which consists of activities that used to sell or
buy products and services from the organizations into the market..
Place is able to refer as the location of the market or channel of distribution
which include warehouse and logistic that need to be comfortable for delivering the
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products. Direct distribution channel means the activity between a manufacturer to a

wholesale (Ghauri and Cateora, 2005)
According to Stanton, (1984) A distribution channel or place consists of the
set of people and firm involved in the transfer of title to a product as the moves from
producer to ultimate consumer or business user. The Place element of the marketing
mix is about the place that can display, store or the product or where the product made
from. The most important thing of Place in marketing mix is the place that is
convenient for consumer and the business and it also can be easy for consumer to get
where the product is sold. On the hand, Place can identify as a distribution channel
between consumer and seller.
Promotion
Promotion can be used on one product or set of products and can be deal
between the buyer and seller about the information through advertising based on the
consumers, competitors, and products in order to get an attitude and buying behavior
among consumers to stimulate sales. And the effective promotion meanings are in the
following: (Ghauri and Cateora, 2005)
Advertisements from the seller can be the information about each product
through any media such as radio, television, magazine, and newspaper, etc.
Promotional campaigns can be price reduction, sales, free sample, contest,
exhibitions, trade shows or any special offers for the consumer.
For a media that can use to promote goods and service to achieve a goal to
increase sale is advertising. Advertising can make a consumer are intention with the
products and service. Nowadays, adverting are more complicated. So, skill in the
marketing, writing, graphic, design, and photography are important and can toward the
message to consumers. (Petley J., 2003)
3. Conceptual and theory of consumer behavior

For this topic Factors affecting decision making on purchasing pearl milk tea
in Bangkok. The researcher has been studied the theory about the consumer behavior
from many textbooks which has a lot of information, knowledge and good content
12
about theory of consumer behavior. This theory can help the firms or any
organizations to improve the strategies of their marketing by understanding the
psychology of consumer thinking, feeling and how consumer has influenced with his/
her environment.
Consumer behavior is mean the behavior that consumer display in finding,
buying, using, evaluating and desert of product and services that they expect to be
satisfied with their personal needs (Schiffman, 2004). Consumer Behavior is a key
consumption that can make the consumer purchasing decision. And its explains the
reasons of the consumption process that buyer make a decision.
Hawkins and Mothersbaugh (2010) are explained by the nature of consumer
behavior by using the conceptual model as shown in figure 2.1 Consumer behavior
concept is taking about the nature of consumer behavior.
Figure 2.1 Overall Model of Consumer Behavior

Source: Hawkins et al., 2010
External Influence of Consumer Behavior

For the components of the external influence can be separate from a culture,
subculture, family, social status, reference groups, marketing activities and
demographic. All the factors also affect the consumer behavior.
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Culture also means a part of every society and its very important about what
people want and consumer behavior. Culture can be morals, capabilities, customs and
habits acquired by human as members of the society. (Hawkins, Mothersbaugh, &
Best 2007). According from the meaning, culture can share by most of the people in
each of social group, in a broad sense. Culture meaning includes common effective
reactions, typical cognitions (belief), and characteristics patterns of behavior.
Marketers of the organizations need to understand the culture meaning of the
products and branding, while consumers seeking to acquire a certain cultural
meanings in products and use them to create a desirable personal identity (Peter &
Olson, 2008). Marketing activities pinpoints out that from a consumers prospective,
price are usually defined as what the consumer need to increase a purchasing the
product or services. In addition, pricing information provides influences consumer
behavior certain consumer products, such as life insurance automobiles, and houses
are traditionally promoted through personal selling (Peter and Olson, 2005)
Internal Influence of Consumer Behavior

For the components of internal influence can be defined from a perception,
motivations, emotions, attitudes and learning to classify the internal influence
consumer behavior.
Perception is very important factors to understand the consumer behavior.
Difference people can have a difference perception even the same objective or
situation since people they have their way. Perception is a process of selecting,
organizing, and interpreting in sensations (Hanna& Wozniak, 2001)
Motivations, is a motive of construct that present an unobservable inner force
that stimulates and compels a behavioral response (Hawkins, Mothersbaugh,& Best
2007)
Emotions, related with the feeling that can affect the consumer behavior.
(Hawkins, Mothersbaugh,& Best 2007)
Attitudes are depending on each person, attitude can influence the opinion
about the behavior that is subject norm. This is one factor that can help to understand
14
the consumer decision-making. And providing a way of individual to evaluate the

alternatives based on each of person knowledge of the benefit offered by each.
Learning, consumer learning refers to any process that changes a consumer
memory and behavior that come from a result of information processing. (Arnould EJ
al.2001)
4. Conceptual and theory of consumer decision making process

For the consumer decision making process is an integration process of the
knowledge which is the key process in consumer decision making to evaluate two or
more alternative of behavior and select only one.
The result of this integration process is a choice that the consumer are select,
this showed about the cognitive as a behavioral intention. A behavior intention is a
plan (Sometimes called a decision plan) to engage in some behavior. Each of the part
can relate to the consumer decision making that are knowledge, belief, and meaning.
From the memory of the consumer and the attention or comprehension processes that
involved in the interpreting new information in the environment. (Peter & Olson,
1999)
4.1 Buyer decision process

Before the consumers are finding the external source of information, they
usually search for his or her memory (Physiologic). In order to reach a decision,
consumer will consider about experience about the internal source. For the consumer
decisions will be based on the marketing, noncommercial information, and experience
of each person. (Schiffman & Kanuk, 2004)
Figure 2.2 Consumer Decision Making Process

Sources: Armstrong and Kotler,2003 (cited in Thidawan J.,2014)
15
According to the figure 2.2 shows about the buyer decision process that has 5
stages are following:
4.1.1 Need Recognition / Problem Recognition
4.1.2 Information Search
4.1.3 Evaluation of alternative
4.1.4 Purchasing Decision
4.1.5 Post Purchase Behavior
Buying processes are starts for long before the actual buying and continues
long after. Marketers need to focus with consumers through all five stages with every
purchase. Never the less, in the purchasing consumers will skip or reverse of these
stages. (Armstrong & Kotler, 2003)
4.2 Need Recognition

The need of recognition or the requirement is one of the first step about buying
process. The buyer will be remembering about the problem. The need or requirement
can be triggered by internal stimulate from one of the persons normal need. For
example, sex, thirst or hungry. A need can be triggered by external stimuli (Armstrong
& Kotler, 2003). It is the task of the marketing managers to determine the need and
want of particular product can and does satisfy and the unsatisfied needs and wants of
consumer have for, and new product could be developed. So, the marketer needs to
understand each of consumers. A well-known classification of need was developed
many years ago by Abraham Maslow (1943), including physical needs, safety need,
belonging need, esteem needs, and self-actualization needs (Peter& Donnelly, 2001)
4.3 Information search

If the consumers are interested, he/she may not search more information about
that product. If the consumers are satisfied with that product, they will buy it. If the
consumers are not satisfied with the product, they will not buy it, the consumers need
to find more information and search the related information to serve their need.
(Armstrong & Kotler, 2003). Information provided by marketers is invariably
favorable to the product and brand. Consumers are especially likely to note the
16
negative information and to avoid products or brands that receive the negative
evaluation (Shiffman & Kanuk, 2004)
4.4 Evaluation of alternatives.

Evaluate or judge is an alternative in term of salient beliefs about relevant
consequences and gather all knowledge to make a choice. (Peter & Olson, 1999)
Marketer (company) need to know more about the alternative to evaluation. This is a
way of the consumer process to know brand choices. Unfortunately, the consumer
didnt use all simple of the evaluation process to buy. The consumer attitude toward
difference brand is through evaluation procedure. And how consumers are going to
evaluate purchasing that depend on each of consumer or buying process. (Armstrong
& Kotler, 2003).
4.4 Purchase decision.

When the consumer didnt have the other factors to interfering, they will
decide to buy the brand. The actual buying is a result of search and evaluation. The
purchase decisions are related to many decisions, such as method of tern payment,
dealer, brand and product types.
In addition, rather than the purchasing, the consumer may make a decision to
modify, postpone, or avoid purchase based on an inhibitor to purchase or perceived
the risk. The perceiving risks are mean that consumers try to reduce the risk with their
decision making. This can be achieved by reduce a risk with the possible negative or
reduce an uncertainty (Peter & Donnelly, 2001).
4.5 Post purchase behavior.

After consumers purchase the products, the consumer can be satisfied or
dissatisfied. The marketer jobs are not end, the consumers will be disappointed with
the products because of the product are lower than the expectations. But on another
hand, consumer feels good about that product, because when the product exceeds the
expectation of consumer. So, performance can occur the larger gap, and then the
17
suggestions are seller should make product claims that faithfully represent the
products performance levels to boost up consumer satisfaction with the product.
For the purchase, result are come from the cognitive dissonance, or discomfort
may cause by the post purchase has some conflict. After the buying, consumers will
be satisfied with the benefits of the brand that they chosen and are glad to avoid the
defect of the brands that not bought. Consumers will feel bad when getting the
drawback of the chosen product that losing the benefit. Thus, consumers feel at least
some post purchase dissonance for every purchase. (Armstrong & Kotler, 2003).
The buyer will try to satisfy new products that depend on this stage. Consumer
will learn to know the product at the first time and then will make a decision to adopt
it. (Armstrong & Kotler, 2003)
Stages in the adoption process:

For the process of adopting a new product can be defined in 5 stages as
follows: (Armstrong & Kotler, 2003):
1) Awareness: Knowledge or the perception of the consumer becomes aware
of the new product, but they short of information about it.
2) Interest: Attention with something, the consumer will find about
information about the new product.
3) Evaluation: Making a judgment, the consumer will consider to trying a new
product makes sense.
4) Trial: Testing about something, the consumer tries a new product on a small
scale to improve their estimate of the value.
5) Adoption: Select or accepting, the consumer decides to make full and
regular use of the new product
5. Relevance Research
1. Manij (2005) has research about the Purchasing behavior on Ready
Coffee Can in Bangkok Metropolitan. For the total of the respondents who answered
the questionnaire about 385 peoples. The proportion of male the respondents has aged
between 23-30 years old, graduated Bachelors degree and have the average income
18
between 5,000-10,000 baht per month, most of respondent as employees of private

companies. The result of this research are about the consumer flavor purchasing coffee
brand name is Birdy because a perceived of taste and convenient to buy in many
places. The frequency of buying Birdy is approximately one can per week and the
distribution channel of the products is convenient store. The marketing mix theory
found that Product is very important factors for a good taste and reasonable price. The
distribution channel is though the convenient store, supermarkets in the small shop.
And the promotion is through television advertising that is very important and strong
association with buying behavior theory.
2. Putta Monpitak (2010) studied about Factors affection to consumers
decision in selecting bookstore in Central Pinklao department store For the objective
of this research are study the factors affecting to consumers decision in selection
bookstore in Central Pinklao department store and study consumers behaviors theory.
These researches are distributing the questionnaire about 400 sets, and the data were
analyzed by statistic means in terms of frequency, percentage, average, S.D. and
content analysis. The result are most of consumer are female, age between 20-29,
Students, bachelor degree graduated, and income earning more than 20,000 baht per
month, and frequency is more than four times per week and spent 15-30 minutes in the
bookstore, and pay 101-500 baht per time. The factors affecting to consumers
decision in selecting the bookstore in Central Pinklao department store: and this
research talking about product, price, place, promotion, process, people and physical
evidence which are 7Ps of marketing mix. The highest influence factor was people
and the problem that always happened which is bookstore are out of stock and
bookstore should have more variety of book.
3. Natta Pralpnsup (2010) has been studied Behavior and factors
influencing consumers decision making on entering life insurance through
commercial bank in Muang Nakornpathom province for the behavior and factors
influencing consumers decision making on entering life insurance through
commercial bank in Muang Nakornpathom province are in the following:
1. Investigate the relationship between factors that have influenced the
consumers decision making on entering life insurance through commercial banks.
19
2. To explore behavioral relationships among consumers who decided to enter

life insurance through commercial banks in Muang, Nakornpathom province.
For the questionnaire, the researcher is distributed about 400 sets through
thirteen commercial banks. The method was used is the frequency distribution,
percentage, standard deviation, and mean. The chi-square and coefficients were used
to delineate the relationship. The result showed that the group of sample are female,
married and aged between 30-40 years, was working as a company employees,
graduated bachelor degree, and, average salary ranged between 10,000-20,000 baht.
Consumers decision making behavior about entering the life insurance through the
commercial banks, the consumers reported their need for money and life protection,
the type life insurance was saving insurance mostly, and the consumer decided to
enter the life insurance by themselves. For the marketing mix factors influencing
consumers decision making on entering life insurance through the commercial bank.
The level of importance that affecting the decision at a high level with a 3.86 average.
The demographic factors and decision making behavior about the occupation,
educational background, and average salary have influenced the consumers to enter
the life insurance through commercial bank for insurance plan. In additional, the result
found that sex had no association with the decision making behavior of insurance type
and co-decision-type. In the relationship between service market mix and attitude, The
service market mix and attitude have influenced the consumers decision making on
entering the life insurance through commercial banks in Muang, Nakornpathom
Province.
4. Wuttipong Krobbuaban (2553) has been researching about Mix factors
of marketing that influencing the consumer behavior about herbal tea, Jiaogulan in
AmphoeMueang, Chaiyaphum district, Chaiyaphum.From the research are indicated
most of the female, age around 41-50, bachelor degree, doing about government
officer, single and income around 10,001-20,000 Bath. Buying behavior of herbal tea,
Jiaogulan, in AmphoeMueang, Chaiyaphum district, Chaiyaphum showed that herbal
tea, Jiaogulan who have purchased most frequently is Herb Fit Brand. Fit Brand is Tea
Sachets, and the reason that the consumers buy herbal tea,Jiaogulan is properties of
Lower blood sugar. For the factor of the marketing mix which has a high level is
20
Products. And then price, export promotion, channel and moderate respectively. The
consumers have a difference factors and the opinion about marketing mixes are
influencing the consumer behavior to buy herbal tea, Jiaogulan. Significantly
Statistical level of .05.
5. Fonthong Tinpungnga (2555) has studies about Customer motivation
toward Amazon caf in the gas station in Bangkok. From this research, the sample of
the population are female, age between 41-50 years, doing about government officer,
income around 10,001-20,000 Bath, and graduated bachelors degree. Drinking
behavior of coffee can help because coffee can help for not sleepy. Respondents are
drinking 2 cups per day and the price not less than 50 baths per cup. Always drinking
a coffee at the coffee shop for two peoples and change the brand of coffee due to the
price. From the respondents has the opinion about the factors of marketing mixes such
as specific a price and has a clearly label. The convenience to buy a coffee, advertising
though any media and other products should has more variety and focus with the
service. The result showed that in every factor of difference people and difference
consumer behavior are not influences with the motivation to buy Amazon caf in the
gas station in Bangkok. So, Factors of marketing mixes are not related with the
motivation of consumer toward Amazon Caf in the gas station in Bangkok,
Significantly a Statistical level of 0.05.
6. Nattanant Viboolnukoon (2555) has studied about Perception of
integrated marketing communications of Starbuck coffee. From this research, the
female group is female, age between 21-30 years, graduated master degree, working
as officer in private companies/baking income around 30,001-40,000 baht and single.
The opinion about marketing mix is to focus various factors such as service, enough of
staffs, personality, service mind accurate and fast, same standard price in each branch,
Starbuck shop are located in the business center that near office, university and
department. For the marketing tools of integrations that focus on many factors such as
abilities to use a product with the Starbuck coffee are already well-known as well,
abilities to use with the less of the customer or each person. From this research
showed the hypothesis testing found that most of demographic except status are
influencing the perception of the integrated marketing communication of Starbuck
21
coffee. So the marketing mix (product, price, place, promotion) are influencing the
perception of the integrated.
7. Varunee Panhun (2551) has been studies about Consumer behavior
toward coffee in department store at Pathumthani. The result are female group, age
between 20-30 years, graduated bachelor degree and working as a officer and income
around 7,001-15,000 Baht. Most of the respondents choose to buy at Future Park,
Rangsit, and SiaRangsit. For the information of coffee, there know by them self.
Always consumed during the days 1-2 cups per day. Expense around 40-50 baths. The
menu that popular which is Cappuccino. The factors of marketing that affecting
consuming of coffee are Price, image, service, place, product, and marketing.
8. Kochapun Prathombhum (2553) has been studied Factors affecting
decision towards coffee around Gas station at Leap Tang Duan Rama InThra in
Bangkok. The researcher found that most of the respondents are interested in factors
of marketing and factors of service, accuracy in delivery and service. Second, factors
of product, consumers concern about cleanness. Third, staffs and distribution channel.
And fourth, factors of the atmosphere. Fifth is Price, is it suitable to the quality or not.
And the last one is marketing, consumer can change the product immediately when
has a problem.
9. Niorn Singhirunroung (2555) has studied Consumer behavior and
preference of consumer behavior toward coffee shop decoration at AmphoeMuang
Nakhonratchasima. The researcher found that most of consumer are female, age
between 20-30 years, graduated bachelor degree, working officer and income around
10,000-20,000 baht. For the consumer behavior, respondents are selected to buy many
types of coffee and toast. The reason for using coffee shop is taste of coffee and
timing around 15:01-17:00. The style of coffee is in department store and expense
around 100-150 baths. The satisfaction level to manage the coffee shop is service, and
pattern of shop. For the difference personal factors has influencing with difference
satisfaction of consumers.
10. Phutsadee Wattanamaytha (2546) has studied Consumer behavior
with green tea product in Bangkok. Found that the consumers are interested in the
products of green tea such as benefit of green tea product, brand name, and packaging.
22
Consumer knows more about green tea such as the protection of cancer, reduction of
cholesterol, reduction of stress and good skin. Most of consumer know the
information from the advertising. Consumers are consumed two cups per time and
four time per week. Most of the consumer selected the green tea products that
produced from Thailand, Japan, and China. The reason that they drinking green tea is
the benefit of green tea product.
23
CHAPTER 3
RESEARCH METHODOLOGY
The purpose of this study is to provide the demographic and marketing mix
that are working with the purchasing decision toward pearl milk tea and the overview
of the research methodology that using in this study. Therefore, the researcher will use
the methodology are in following:
3.1 Population and sample

3.2 Research Methodology
3.3 Reliability Test
3.4 Data Collection
3.5 Data Analysis
3.1 Populations and Sample
For the purpose of this research, the researcher need to study the relationship
between each of factors that can affect decision making on purchasing pearl milk in
Bangkok. According from Polit and Hungler (1999:37) refer The population as an
aggregate or totality of all the objects, subjects or members that conform to a set of
specifications The research will use the number of sample that has been drink pearl
milk tea from 5 department store in Thailand which are Siam paragon, Central World,
Emporium, Siam Center, and Pantip Plaza (Toptenthailand, 2012). For the certain
amount of sample that has been drink pearl milk tea are not certain, so researcher will
used the formula of Taro Yamanei (Cited in Kallaya Vanichbuncha. 2548 : 28) to
calculated amount of population for the confidence level at 95% (e = 0.05) which
formula:
n = Z2pq
E2
24
n = Sample size
Z = The standard normal distribution table (Z score),depend on the level of confidence
p = Proportional to the probability of the population
q = 1p
E = Level of error
For the research, used the confidence level at 95% so, Z = 1.96
p = 0.5
E = Accuracy determined to be diverted 5% so, E = 0.05
= (1.96)2(0.5)(0.5)
(0.05)2
= (3.8416)(0.25)
0.0025
= 384.16
The calculation result, the population n =385, this research will use a sample of
385 peoples and researcher adding more 15 peoples, so total population size are equal
400 respondents who like to drink pearl milk tea. And the target groups of
respondents age range start from below 20 to above 40 as a sample size.
According from the observation, researcher distributed the questionnaire at
Siam Paragon that is Osaka Milk Tea shop, Central World distributed the
questionnaire at Kyoto Milk Tea, Emporium distributed the questionnaire at Coco,
Siam Center distributed the questionnaire at Ochaya, and Pantip Plaza distributed the
questionnaire at Kamu. Timing from 13 April 2015 to end of May 2015. Researcher
will distributed the questionnaire at Siam Paragon about 130 sets, Central World about
80 sets, Emporium 70 sets, Siam Center 62 sets and Pantip Plaza about 58 sets so,
total of respondent equal 400 peoples.
25
Table 3.1 Number of sample size by location
Day Time Place Number of Questionnaire Brand

Sat 11/4/2015 11:00 - 17:00 Siam Paragon 40 OSAKA
Sun 12/4/2015 12:00 - 20:00 Siam Paragon 35 Mr. CUP T
Mon 13/4/2015 11:00 - 17:00 Siam Paragon 30 OSAKA
Tue 14/4/2015 11:00 - 17:00 Siam Paragon 25 CoCo
Wed 15/4/2015 11:00 - 17:00 Central World 40 ChaTime
Thu 16/4/2015 12:00 - 17:00 Central World 40 Kyoto
Fri 17/4/2015 11:00 - 16:00 Emporium 40 OSAKA
Sat 18/4/2015 11:00 - 16:00 Emporium 30 OSAKA
Sun 19/4/2015 11:00 - 17:00 Siam Center 30 WaWa
Mon 20/4/2015 12:00 - 17:00 Siam Center 32 WaWa
Tue 21/4/2015 12:00 - 15:00 Pantip Plaza 30 Dakasi
Wed 22/4/2015 12:00 - 15:00 Pantip Plaza 28 Dakasi
Total 400
3.2 Research Methodology

For this research, researcher uses a quantitative method to present the data or
number of 400 respondents and selected the no probability and convenience sampling
to distributed and select the questionnaires
Researcher provides the questionnaires can divided into four parts as
following:
Part 1 General Information of consumer (Demographic)
Part 2 Opinion of the marketing mix of customer
Part 3 Information about behavior of consumer purchasing decision toward
pear milk tea
Part 4 Factors affecting consumers purchasing decision of pearl milk tea
Questionnaire part 4 will be a questionnaire as a Likerts Scale that has 5 level

called interval scale method which design to measure the influence variables as
26
follows: questionnaire part 4 will be a questionnaire as a Likerts Scale that has 5 level
called interval scale as following:
Score Meaning
5 Strongly Agree
4 Agree
3 Neither Agree nor Disagree
2 Disagree
1 Strongly Disagree
The mean given from each interrelated indicator ranging from 1 to 5 points,
follow the method of Best .This means that items with scores below fall between the
ranges of:
Interval of means Degree of agreement
1.00-1.49 is analyzed as strongly disagree
1.50-2.49 is analyzed as disagree
2.50-3.49 is analyzed as neither agrees nor disagrees
3.50-4.49 is analyzed as agree
4.50-5.00 is analyzed as strongly agree
5.3 Reliability Test

3.3.1 Determine content validity: IOC
IOC Is the accuracy of the questionnaire or the consistency between the
question and objective by selecting three specialists of owners peal milk tea shop, and
two specialists lecturers of data analysis from Assumption University. I selected them
based on their specialty in the business and academic. The criteria will be considered
in the following.
Point +1 The questions are exactly with the objective
Point 0 Not sure that the questions are exactly with the objective
Point -1 The questions are not exactly with the objective
IC =
N
27
IC : IOC's a question of definition

: Total of score from the opinion of specialist
N : Total of specialist
Then, calculated the scores:
- The questions that have IOC between 0.50-1.00 mean this question is
reliability.
- The questions that have IOC less than 0.50 mean this question are not
reliability. (Surapong Kongsat, Teerachart Thamawong 2508)
Index of item objective congruence ( IOC ); IOC = 0.83

Result of IOC present the validity by index of item objective congruence at
0.83 which is greater than the standard definition at 0.50: therefore this set of
questionnaire is reliable
5.3.2 Determine the reliability of the questionnaire: Cronbach
Referring to earlier derivations by Kuder and Richardson (1937), Hoyt (1941)
and Guttman (1945), he said that Making the same assumptions but imposing no
limit on the scoring pattern, will permit one to derive the formula in the form The
researcher use the questionnaires with the sample of 40 respondents to test the
reliability and calculated Cronbachs Alpha Coefficient. After that recheck the
questionnaires that have the reliability more than 0.7 which mean can use that
question and use to collect the data on the sample population. (Thanin Sinjaru,2010 P.
143-144). The result of Cronbachs validity instrument by Cronbach for 40 set of
questionnaire is present that Cronbach = 0.734
Cronbach are present the validity by Cronbach Alpha at 0.734 which is greater
than the standard definition at 0.70: therefore this set of questionnaire is validity.
3.4 Data Collection
For the data collection procedure, can divided into two parts that are primary
data and secondary data. They are following:
1. Primary data
28
Bryman and Bell (2007) has been said Primary data is information that the
researcher gathers on his own, for instance by using interviews, questionnaires and
tests Primary data is information that collect specific for the purpose of this research
and process by the decision maker. However, researcher will distribute the
questionnaire about 400 sets to observe during 11 April 2015 to 22 May 2015 and
questionnaires were used for analysis in each step.
2. Secondary data
Secondary data refers to the data such as literature, documents and articles
that is collected by other researchers and institutions(Bryman and Bell, 2007). In this
research, researcher took some libraries sources that related to the topic of pearl milk
tea in order to apply the information to the framework and apply the concept to this
research.
3.5 Data Analysis

After collected all information, the researcher will analysis the quantitative
data analysis by researcher uses the data from the 400 sets of questionnaires.
Classified and analysis the information by using Data Analysis Program and making a
conclusion are in the following:
3.5.1 Descriptive: Data used to were analyze and present the frequency,
percentages, means, and standard deviations.
3.5.2. Independent T-Test is to analysis something about 2 groups whether the
different in gender and social media network media have influenced consumers
purchasing decision toward online facial skin care products and whether we should
accept or reject according to our hypothesis. The research hypothesis would be tested
with 0.05 level of significance. If the significant level is less than 0.05, it means this
hypothesis supposed to be reject, unless, the significant level is more than 0.05, it
means this hypothesis could be accepted.
3.5.3 Anova Test is to analysis more than 2 groups, One Way Anova Test is to
measure more than 2 groups such as product, price and promotion has influenced for
purchasing decision of facial skin care products and we should accept or reject
according to the hypothesis. The research hypothesis would be tested with 0.05 level
of significance. If the significant level is less than 0. 05, it means this hypothesis
29
supposed to be reject, unless, the significant level is more than 0.05, it means this
hypothesis could be accepted.
The outputs of the program would be presented in the Chapter 4 - Research
Analysis and Results.
30
CHAPTER 4
RESEARCH FINDINGS
According from the topic Factors affecting decision making on purchasing

pearl milk tea in Bangkok This chapter will be presents the results of the analysis
about the quantitative data collected as part this research. The findings of the research
will be divided into:
Part 1: Personal Information

Part 2: Opinion of marketing mix of customer
Part 3: Consumer behavior to buy pearl milk tea
Part 4: Factor affecting customers purchasing decision of pearl milk tea
Part 5: Hypotheses Testing and Summary Table
Part I: Personal Information
Table 4.1 Demographic characteristics of correspondents following by Gender

Gender Frequency Percentage
Male 188 47.0
Female 212 53.0
Total 400 100.0
From Table 4.1 showed that most of respondents gathered were done by
women, with a total of 212 persons, making up 53.0 percent of the entire surveyed
group and 188 individuals who responded were men, making up 47.0 percent.
31
Table 4.2 Demographic characteristics of correspondents following by Age

Age Frequency Percentage
Less than 20 years old 23 5.8
20-30 years old 160 40.0
31-40 years old 123 30.8

More than 40 year old 94 23.5
Total 400 100.0
Table 4.2 showed that the age of respondent is ranging from less than 20 to
more than 40 year old. Most of respondent were between 20-30 years old, which
account for 160 persons or 40.0 percent. There were 123 persons or 30.8 percent were
between 31-40 years old, and 23 persons which less than 20 years old or 5.8 percent.
Table 4.3 Demographic characteristics of correspondents following by Occupation
Occupation Frequency Percentage
Private company 149 37.3

Government officer 38 9.5
Business Owner 66 16.5
Student 147 36.8
Total 400 100.0
Table 4.3 showed that private company was the largest group of respondents
occupation, which account for 149 persons or 37.3 percent, followed by student with
147 persons or 36.8 percent, business owner with 66 persons or 16.5 percent and
government officer with 66 persons or 16.5 percent, respectively.
32
Table 4.4 Demographic characteristics of correspondents following by income per

month (THB)
Individual income per month (THB) Frequency Percentage
Less than 10,000 THB 37 9.3

10,000-20,000 THB 267 66.8
20,001-30,000 THB 65 16.3
30,001-40,000 THB 15 3.8
More than 40,000 TH 16 4.0
Total 400 100.0
Table 4.4 showed that 267 persons or 66.8 percent who earned between
10,000-20,000 THB per month; 65 persons or 16.3 percent earned 20,001-30,000
THB; 37 persons or 9.3 percent earned less than 10,000 THB; 16 persons or 4 percent
earned more than 40,000 THB and the remaining 15 persons or 3.8 percent earned
30,000- 40,000 THB per month, respectively.
Part II: Opinion of marketing mix of customer

Table 4.5 Frequency and percentage of the most types of milk tea
The most types of milk tea Frequency Percentage
Jasmine Tea 133 33.3

Chocolate Tea 107 26.8
Plum Tea 29 7.3
Lychee Tea 19 4.8
Apple Tea 33 8.3
Strawberry Tea 28 7.0
Coffee Tea 51 12.8
Total 400 100.0
33
The researcher collected data from 400 respondents. From the table 4.5
indicated that the most types of milk tea was Jasmine Tea which 133 persons or 33.3
percent; chocolate tea which 107 persons or 26.8 percent; coffee tea which 51 persons
or 12.8 percent; apple tea which 33 persons or 8.3 percent; strawberry tea which 28
persons or 7 percent; and lychee tea which 19 persons or 4.8 persons, respectively.
Table 4.6 Frequency and percentage of topping
Topping Frequency Percentage
Pearl 124 31.0

Black Jelly 48 12.0
Jelly 82 20.5
Pudding 72 18.0
Fruit Salad 74 18.5
Total 400 100.0
Table 4.6 showed that there were 124 persons or 31 percent indicated that they
would add a topping with pearl; 82 persons or 20.5 percent which jelly; 72 persons or
18 percent which pudding; 74 persons or 18.5 percent which fruit salad and 48 persons
or 12 percent which black jelly; respectively.
Table 4.7 Frequency and percentage of sweet (sugar)
Level of sweet (sugar) Frequency Percentage
Less sugar 210 52.5

Normal 142 35.5
Sweet 48 12.0
Total 400 100.0

34
Table 4.7 showed the level of sweet, most of respondent at 210 persons or 52.5
percent choose to drink pearl milk tea at less sugar; 142 persons or 35.5 percent were
normal sugar and 48 persons or 12.0 percent were choose sweet respectively.
Table 4.8 Frequency and percentage of price
Price / Cup Frequency Percentage
Less than 25 Baht 41 10.3

25 40 Baht 135 33.8
41 55 Baht 116 29.0
More than 55 Baht 108 27.0
Total 400 100.0
Table 4.8 showed the price of pearl milk tea per cup, most of respondents buy
pearl milk tea at the price 25-40 Baht were 135 persons or 33.8 percent; 116 persons
or 29.0 percent buy at the price 41-55 Baht; 108 persons or 27.0 percent buy at the
price more than 55 Bath and 41 persons or 10.3 percent buy at the price less than 25
Bath respectively.
Table 4.9 Frequency and percentage of place
Place Frequency Percentage
Street road / Market fair 112 28.0

Convenience store or department store 90 22.5
Office building 111 27.8
Railway Station 87 21.8
Total 400 100.0
Table 4.9 shows that the 112 persons or 28.0 percent were most of respondents
usually buy pearl milk tea from Street road / Market fair, followed by 111 persons or
27.8 percent were Office building and 90 persons or 22.5 persons were convenience
35
store or department store; 87 persons or 21.8 percent were last are Railway Station,
respectively.
Table 4.10 Frequency and percentage of promotions
Promotions Frequency Percentage

Collected card 198 49.5
Discount member card 120 30.0
Co-promotions campaign 82 20.5
Total 400 100.0
Table 4.10 showed that 198 persons or 49.5 percent were most of respondents
like a promotion as collected card, followed by 120 persons or 30.0 percent were
Discount member card and the last are 82 persons or 20.5 percent were Co-promotions
campaign, respectively.
Table 4.11 Frequency and percentage of factors that support to purchase
Factors that support to purchase Frequency Percentage
Logo design / Colorful 115 28.8

Decoration 220 55.0
Store layout 65 16.3
Total 400 100.0
Table 4.11 showed that 220 person or 55.0 percent were the most of
respondents thought that Decoration are factors that support to purchase, followed by
115 persons or 28.8 percent were Logo design / Colorful and 65 persons or 16.3
percent were the last are Store layout, respectively.
36
Table 4.12 Frequency and percentage of the most media that take intention to buy
Media Frequency Percentage
Image 184 46.0
Audio 170 42.5
Video 46 11.5
Total 400 100.0
Table 4.12 showed that 184 persons or 46.0 percent were the most of
respondents thought that Image can take intention to buy, followed by 170 persons or
42.5 percent were Audio and 46 persons or 11.5 percent were the last are Video,
respectively.
Part III: Consumer behavior to buy pearl milk tea

Table 4.13 Frequency and percentage of objective of buying pearl milk tea
Objective of buying pearl milk tea Frequency Percentage
Reduce from sleepy 198 49.5

Reduce of stress 48 12.0
Using the internet 82 20.5
Personal reason 72 18.0
Total 400 100.0
Table 4.13 showed the objective of buying pearl milk tea, 198 persons or 49.5
persons were the most of respondents thought that pearl milk tea Reduce from sleepy,
followed by 82 persons or 20.5 percent were Using the internet; 72 persons or 18.0
percent were personal reason; and the last were 48 person or 12.0 percent are Reduce
of stress, respectively.
37
Table 4.14 Frequency and percentage of frequency to purchase
Frequency to purchase Frequency Percentage
Cup a week 120 30.0

2-3 cups per week 109 27.3
4-6 cups per week 128 32.0
More than 6 cups per week 43 10.8
Total 400 100.0
Table 4.14 showed the frequency to purchase that there were 128 person or
32.0 percent indicated the most of respondents purchase 4-6 cups per week, followed
by 120 persons or 30.0 percent buy Cup a week; 109 persons or 27.3 percent buy 2-3
cups per week; and the last are 43 persons or 10.8 percent buy more than 6 cups per
week, respectively.
Table 4.15 Frequency and percentage of period time to purchase
Period time to purchase Frequency Percentage
Morning 59 14.8
Noon 13 3.3
Afternoon 161 40.3
Evening 167 41.8
Total 400 100.0
Table 4.15 showed the period time to purchase, most of them at 167 persons or
41.8 percent were indicated the most of respondents purchase pearl milk tea in the
evening, followed by 161 persons or 40.3 percent purchase pearl milk tea in the
afternoon; followed by 59 persons or 14.8 percent purchase pearl milk tea in the
morning, and the last were 13 persons or 3.3 percent purchase pearl milk tea in the
noon, respectively.
38
Table 4.16 Frequency and percentage of duration of the service at pearl milk tea shop
Duration of the service at pearl milk tea shop Frequency Percentage
Less than half an hour 2 0.5

1 Hours 170 42.5
2 Hour 67 16.8
More than 2 Hours 161 40.3
Total 400 100.0
Table 4.16 showed that there were 170 persons or 42.5 percent which the most
of respondents that take time of the service at pearl milk tea shop for 1 Hour, followed
by 161 person or 40.3 percent were take time of the service at pearl milk tea shop for
more than 2 Hours; 67 persons or 16.8 percent were take time of the service at pearl
milk tea shop for 2 hours, and 2 persons or 0.5 percent were take time of the service
at pearl milk tea shop were less than half an hour, respectively
Table 4.17 Frequency and percentage of the most person influencing decision to buy
The most person influencing decision to buy Frequency Percentage
Themselves 23 5.8
Family 139 34.8

Friends 198 49.5
Staff 40 10.0
Total 400 100.0
Table 4.17 showed the most person that has influencing with the decision to
buy pearl milk tea, there were 198 persons or 49.5 percent which the most of
respondents thought that friends is the most person influencing decision to buy pearl
milk tea, followed by 139 persons or 34.8 percent were family; 40 persons or 10.0
percent were staff at the shop and 23 persons or 5.8 percent were themselves,
respectively.
39
Part IV: Factor affecting customers purchasing decision of pearl milk tea
Table 4.18 Means and standard deviation of Factor affecting customers purchasing
decision of pearl milk tea
Customers purchasing decision of

X SD Level
pearl milk tea
Product 4.04 0.44 Agree
Price 4.03 0.45 Agree
Place 4.12 0.44 Agree
Promotion 3.88 0.45 Agree
Total 4.02 0.31 Agree
As shown in Table 4.18, the descriptive analysis found that the factor affecting
customers purchasing decision of pearl milk tea are at agree level which mean of
4.02 and standard deviation of 0.31. When considering each item, the results found
that place are highest mean of 4.12 and standard deviation of 0.44, followed by
product which mean of 4.04 and standard deviation of 0.44. Lastly, promotion which
mean 3.88 and standard deviation0.45, respectively.
Table 4.19 Means and standard deviation of Product
Product X SD Level
Brand 3.88 0.71 Agree
Packaging 3.94 0.73 Agree
Test of pearl milk tea 4.09 0.63 Agree
Varity of product 4.20 0.64 Agree
Healthy of product 4.11 0.70 Agree

40
As shown in Table 4.19, the descriptive analysis found that the product are at
agree level which mean 4.04 and standard deviation of 0.44. When considering each
item, the results found that variety of product are highest mean of 4.20 and standard
deviation of 0.64, followed by healthy of product which mean 4.11 and standard
deviation of 0.70. Lastly, brand which mean 3.88 and standard deviation of 0.71,
respectively.
Table 4.20 Means and standard deviation of Price
Price X SD Level
Price are reasonable for the quality 4.10 0.61
Agree
and quantity
Clear price tag 4.02 0.65 Agree
Standard of price 3.97 0.69 Agree
As shown in Table 4.20, the descriptive analysis found that the price are at
item, the results found that Price are reasonable for the quality and quantity are highest
mean of 4.10 and standard deviation 0.61, followed by clear price tag which mean
4.02 and standard deviation of 0.65, Lastly, standard of price which mean 3.97 and
standard deviation of 0.69, respectively.
Table 4.21 Means and standard deviation of Place

Place X SD Level
Easy to access 4.16 0.59 Agree
Outstanding location 4.30 0.68 Agree
Exact location 3.89 0.65 Agree

41
As shown in Table 4.21, the descriptive analysis found that the place are at
item, the results found that outstanding location are highest mean of 4.30 and standard
deviation of 0.68, followed by easy to access which mean 4.16 and standard deviation
of 0.59, lastly, exact location which mean 3.89 and standard deviation of 0.65,
respectively
Table 4.22 Means and standard deviation of Promotion

Promotion X SD Level
Collecting card redemption 3.82 0.67 Agree

Discount member card 3.89 0.69 Agree
Co-promotions campaign 3.93 0.70 Agree
As shown in Table 4.22, the descriptive analysis found that the promotion are
at agree level which mean 3.88 and standard deviation of 0.45. When considering
each item, the results found that co-promotions campaign are highest mean of 3.93
and standard deviation of 0.70; followed by discount member card which mean 3.89
and standard deviation of 0.69. Lastly, collecting card redemption which mean 3.82
and standard deviation of 0.67 respectively.
Part V: Hypotheses Testing
H1: Demographic factor which are gender, age, income, occupation that has
influence with the purchasing decision
H1.1: Gender has influence with the purchasing decision

42
Table 4.23 Purchasing decision based on gender

Gender frequency S.D t Sig
Product 188 4.05 0.44 .409 .682
212 4.03 0.44
Price 188 4.03 0.44 .080 .936
212 4.03 0.46
Place 188 4.15 0.44 1.307 .192
212 4.09 0.44
Promotion 188 3.90 0.44 .856 .392
212 3.86 0.46
purchasing decision 188 4.03 0.32 .945 .345
212 4.00 0.31
*Statistical significance at or below 0.05 level
As shown in Table 4.23 revealed that there were no significant difference in

purchasing decision based on gender which statistical significance higher than
0.05.This means gender has no influence with the purchasing decision
H1.2: Age has influence with the purchasing decision

Table 4.24 Purchasing decision based on age
Age Sum of Squares df Mean Square F Sig.
Product 2.747 3 .916 4.811 .003*
75.371 396 .190
78.118 399
Price .597 3 .199 .986 .399
79.932 396 .202
80.529 399
Place 1.181 3 .394 2.037 .108
76.551 396 .193
77.732 399
Promotion 1.454 3 .485 2.386 .069
80.403 396 .203
81.857 399
43
As shown in Table 4.24 revealed that there were significant difference in

purchasing decision based on age as product, given the sig. value of 0.003 that less
than 0.05. This means that age has influence with the purchasing decision about
Product.
Table 4.25: Multiple Comparisons based on age with LSD method
Less than 20 20-30 years 31-40 years More than 40
Product
years old old old year old
Less than 20 years old - 0.801 0.191 0.343
20-30 years old - 0.045 0.034
31-40 years old - 0.000*
More than 40 year old -
As shown in Table 4.25, LSD analysis in the multiple comparisons by age
revealed that there were significant differences among 31-40 years old and more than
40 year old at the level of statistical significance (p <0.05).
H1.4: Occupation has influence with the purchasing decision

Table 4.26: Purchasing decision based on occupation
Occupation Sum of Squares df Mean Square F Sig.
Product 1.854 3 0.618 3.209 .023*
76.264 396 0.193
78.117 399
Price 4.739 3 1.58 8.255 .000*
75.789 396 0.191
80.529 399
Place 0.659 3 0.22 1.128 .338
77.074 396 0.195
77.732 399
Promotion 0.205 3 0.068 0.331 .803
81.652 396 0.206
81.857 399

44

purchasing decision based on occupation as product, given the sig. value 0.023 and p
rice at sig. value 0.000 which less than 0.05.This means that income has influence
with the Product and Price.
Table 4.27 Multiple Comparisons based on occupation with LSD method

Private Governmen Business
Product Student
company t officer Owner
Private company - 0.720 0.146 0.052
Government officer 0.169 0.375
Business Owner 0.003*
Student -
As shown in Table 4.27, LSD analysis in the multiple comparisons by

occupation revealed that there were significant differences among business owner and
students at sig. value 0.003, that less than which the level of statistical significance (p
<0.05).
Table 4.28 Multiple Comparisons based on occupation with LSD method

Private Governmen Business
Price Student
company t officer Owner
Private company - 0.001* 0.444 0.001*
Government officer - 0.000* 0.225
Business Owner - 0.001*
Student -
As shown in Table 4.28, LSD analysis in the multiple comparisons by

occupation revealed that there were significant differences among private company,
government officer at sig. value 0.001 and 0.001, respectively. And government
45
office, business owner at sig. value 0.000; and business owner, student at sig. value
0.001 that less than which the level of statistical significance (p <0.05).
H1.3: Income has influence with the purchasing decision

Table 4.29 Purchasing decision based on income
Sum of Mean
Income df F Sig.
Squares Square
Product .752 4 .188 .960 .430
77.366 395 .196
78.117 399
Price 1.212 4 .303 1.509 .199
79.317 395 .201
80.529 399
Place 1.409 4 .352 1.822 .124
76.324 395 .193
77.732 399
Promotion .567 4 .142 .688 .600
81.290 395 .206
81.857 399
As shown in Table 4.29 revealed that there was no significant difference in

purchasing decision based on income with statistical significance higher than
0.05.This means that income has no influence with the purchasing decision.
H2: Opinion of Marketing Mix of Customer has influence with the purchasing
decision
H2.1: The most types of milk tea to purchase has influence with the purchasing
decision
46
Table 4.30 Purchasing decision based on the most types of milk tea to purchase
Sum of Mean
df F Sig.
Squares Square
Product 2.439 6 .406 2.111 .051

75.679 393 .193
78.117 399
Price .847 6 .141 .696 .653
79.682 393 .203
80.529 399
Place 1.757 6 .293 1.515 .172
75.975 393 .193
77.732 399
Promotion .468 6 .078 .376 .894
81.389 393 .207
81.857 399
As shown in Table 4.30 revealed that there was no significant difference in

purchasing decision based on the most types of milk tea to purchase with sig. of
product were 0.51; sig. of price were 0.653; sig of place were 0.172 and sig. of
promotion were 0.894. That mean statistical significance higher than 0.05.This means
that the most types of milk tea to purchase has no influence with the purchasing
decision.
H2.2: The topping always adding has influence with the purchasing decision
47
Table 4.31 Purchasing decision based on the topping always adding

Sum of Squares df Mean Square F Sig.
Product 1.442 4 .361 1.858 .117

76.675 395 .194
78.118 399
Price 3.315 4 .829 4.240 .002*
77.214 395 .195
80.529 399
Place .988 4 .247 1.272 .280
76.744 395 .194
77.732 399
Promotion .547 4 .137 .664 .617
81.310 395 .206
81.857 399

Price(Sig.= .002) based on the topping always adding with statistical significance less
than 0.05.This means that the topping always adding has influence with Price.
Table 4.32 Multiple Comparisons based on the topping always adding with LSD
method
Black Fruit
Price Pearl Jelly Pudding
Jelly Salad
Pearl - 0.005* 0.010* 0.490 0.762
Black Jelly - 0.540 0.002* 0.020*
Jelly - 0.004 0.045
Pudding - 0.375
Fruit Salad -
48
As shown in Table 4.32, LSD analysis in the multiple comparisons by the

topping always adding revealed that there were significant differences among Pearl
Jelly and Black Jelly, Black Jelly Pudding and Fruit Salad at the level of statistical
significance (p <0.05).
H2.3: The level of sugar has influence with the purchasing decision
Table 4.33 Purchasing decision based on the level of sugar
Sum of
df Mean Square F Sig.
Squares
Product 2.900 2 1.450 7.654 .001*
75.217 397 .189
78.117 399
Price .542 2 .271 1.345 .262
79.987 397 .201
80.529 399
Place 1.035 2 .517 2.678 .070
76.698 397 .193
77.732 399
Promotion .208 2 .104 .506 .603
81.649 397 .206
81.857 399

Product at sig. value 0.001 based on the level of sugar with statistical significance less
than 0.05.This means that the level of sugar has influence with Product.
Table 4.34 Multiple Comparisons based on the level of sugar with LSD method
Product Less sugar Normal Sweet
Less sugar - 0.000* 0.098
Normal - 0.355
Sweet -
49
As shown in Table 4.34, LSD analysis in the multiple comparisons by the level
of sugar revealed that there were significant differences among Less sugar and Normal
at the level of statistical significance (p <0.05).
H2.4: The cost to pay has influence with the purchasing decision
Table 4.35 Purchasing decision based on the cost to pay

Sum of Mean
df F Sig.
Squares Square
Product 6.200 3 2.067 11.380 .000*
71.917 396 .182
78.118 399
Price 2.525 3 .842 4.274 .005*
78.003 396 .197
80.529 399
Place 2.212 3 .737 3.867 .010*
75.520 396 .191
77.732 399
Promotion 1.669 3 .556 2.748 .043*
80.188 396 .202
81.857 399

Product(Sig.= .000) Price(Sig.= .005) Place(Sig.= .010) Promotion(Sig.= .043) based
50
on the cost to pay with statistical significance less than 0.05.This means that the cost
to pay has influence with Product, Price, Place, Promotion.
Table 4.36 Multiple Comparisons based on the cost to pay with LSD method
Less than 25 40 41 55 More than
Product
25 Baht Baht Baht 55 Baht
Less than 25 Baht - 0.056 0.052 0.196
25 40 Baht - 0.000* 0.420
41 55 Baht - 0.000*
More than 55 Baht -
As shown in Table 4.36, LSD analysis in the multiple comparisons by the cost
to pay revealed that there were significant differences among 25 40 Baht and 41
55 Baht at sig. value 0.000 and cost to pay among 41 55 Baht and more than 55 Baht
at sig. value 0.000 at the level of statistical significance (p <0.05).
Price Less than 25 40 41 55 More than
Less than 25 Baht - 0.023* 0.938 0.206
25 40 Baht - 0.001* 0.179
41 55 Baht - 0.066
More than 55 Baht -
to pay revealed that there were significant differences among less than 25 Baht and 25
40 Baht at sig. value 0.023; cost to pay among 25 40 Baht and 41 55 Baht at sig.
value 0.001 are at the level of statistical significance (p <0.05).
51
Place Less than 25 40 41 55 More than
Less than 25 Baht - 0.843 0.047* 0.196
25 40 Baht - 0.002* 0.035*
41 55 Baht - 0.350
More than 55 Baht -
to pay revealed that there were significant differences among Less than 25 Baht and
41 55 Baht at sig. value 0.047; cost to pay among 25 40 Baht and 41 55 Baht at
sig. value 0.002 and cost to pay among 25 40 Baht with more than 55 Baht at sig.
value 0.035 at the level of statistical significance (p <0.05).
Less than 25 40 41 55 More than
Promotion
Less than 25 Baht - 0.226 0.017* 0.484
25 40 Baht - 0.083 0.497
41 55 Baht - 0.022*
More than 55 Baht -
to pay revealed that there were significant differences among less than 25 Baht and 41
55 Baht at sig. value 0.017; and 41 55 Baht with more than 55 Baht at sig. value
0.022 at the level of statistical significance (p <0.05).
52
H2.5: Place usually buy pearl milk tea has influence with the purchasing
decision
Table 4.40 Purchasing decision based on the place usually buys pearl milk tea
Sum of Mean
df F Sig.
Squares Square
Product 6.021 3 2.007 11.023 .000*
72.097 396 .182
78.117 399
Price 4.530 3 1.510 7.867 .000*
75.999 396 .192
80.529 399
Place 10.118 3 3.373 19.754 .000*
67.614 396 .171
77.732 399
Promotion 7.003 3 2.334 12.350 .000*
74.853 396 .189
81.857 399

Product at sig. value 0.000, price at sig. value 0.000, place at sig. value 0.000 and
promotion at sig. value 0.000 based on the frequency to purchase with statistical
significance less than 0.05.This means that the usually buy pearl milk tea has
influence with Product, Price, Place, Promotion.
53
Table 4.41 Multiple Comparisons based on the usually buy pearl milk tea with LSD
method
Convenienc
Street road
e store or Office Railway
Product / Market
department building Station
fair
store
Street road / Market fair - 0.277 0.000* 0.576
Convenience store or - 0.000* 0.120
department store
Office building - 0.000*
Railway Station -
to pay revealed that there were significant differences among Street road / Market fair
and Office building, Convenience store or department store and Office building with
Office building and Railway Station at the level of statistical significance (p <0.05).
method
Convenienc
Street road
e store or Office Railway
Price / Market
department building Station
fair
store
Convenience store or
- 0.000* 0.767
department store
Railway Station -
54
to pay revealed that there were significant differences among Street road and Office
building, Convenience store or department store and Office building with Office
building and Railway Station at the level of statistical significance (p <0.05).
method
Convenience
Street road / store or Office Railway
Place
Market fair department building Station
store
- 0.000* 0.860
department store
Railway Station -
method
Street road / Convenience store / Office Railway
Promotion
Market fair department store building Station
- 0.000* 0.131
department store
Railway Station -
55
H2.6: The promotions has influence with the purchasing decision

Table 4.45 Purchasing decision based on the promotions
Sum of Mean
df F Sig.
Squares Square
Product 1.316 2 .658 3.401 .034*
76.802 397 .193
78.118 399
Price 1.396 2 .698 3.501 .031*
79.133 397 .199
80.529 399
Place .535 2 .268 1.376 .254
77.197 397 .194
77.732 399
Promotion .157 2 .079 .382 .683
81.699 397 .206
81.857 399
As shown in Table 45 revealed that there were significant difference in

Product by sig. value 0.034 and Price at sig. value 0.031 based on the promotions with
56
statistical significance less than 0.05.This means that the promotions has influence
with Product and Price.
Table 4.46 Multiple Comparisons based on the promotions with LSD method
Co-
Discount
Product Collected card promotions
member card
campaign
Collected card - 0.612 0.010*
Discount member card - 0.051
Co-promotions campaign -
to pay revealed that there were significant differences among collected card and co-
promotions campaign at sig. value 0.01 at the level of statistical significance (p
<0.05).
Co-
Discount
Price Collected card promotions
member card
campaign
Collected card - 0.332 0.009*
Discount member card - 0.102
Co-promotions campaign -
to pay revealed that there were significant differences among collected card and co-
57
promotions campaign at sig. value 0.009 at the level of statistical significance (p

<0.05).
H2.7: The factors that support to purchase has influence with the purchasing
decision
Table 4.48 Purchasing decision based on the factors that support to purchase
Sum of Mean
df F Sig.
Squares Square
Product 4.247 2 2.123 11.411 .000*
73.871 397 .186
78.118 399
Price 2.871 2 1.436 7.340 .001*
77.657 397 .196
80.529 399
Place 2.640 2 1.320 6.979 .001*
75.092 397 .189
77.732 399
Promotion 1.931 2 .966 4.797 .009*
79.925 397 .201
81.857 399

purchasing decision of product at sig. value 0.000, price at sig. value 0.001, place at
sig. value 0.001 and promotion at sig. value 0.009 based on the factors that support to
58
purchase with statistical significance less than 0.05.This means that the factors that
support to purchase has influence with Product, Price, Place, Promotion.
Table 4.49 Multiple Comparisons Promotion based on the promotions with LSD
Method
Logo design /
Product Decoration Store layout
Colorful
Logo design / Colorful - 0.043* 0.006*
Decoration - 0.000*
Store layout -

factors that support to purchase revealed that there were significant differences among
logo design / colorful Decoration and Store layout at sig. value 0.043 and 0.006,
respectively. And decoration and store layout at sig. value 0.000 at the level of
statistical significance (p <0.05).
Logo design /
Price Decoration Store layout
Colorful
Logo design / Colorful - 0.100 0.000*
Decoration - 0.004*
Store layout -

logo design / colorful and store layout at sig. value 0.000. And decoration and store
layout at sig. value 0.004 at the level of statistical significance (p <0.05).
59
Logo design /
Place Decoration Store layout
Colorful
Decoration - 0.007*
Store layout -

logo design / colorful and store layout at sig. values 0.000; decoration and store
layout at sig. value 0.007 at the level of statistical significance (p <0.05).
Logo design /
Promotion Decoration Store layout
Colorful
Decoration - 0.017*
Store layout -

logo design / colorful and store layout at sig. value 0.002; decoration and store layout
at sig value 0.017 at the level of statistical significance (p <0.05).
60
H2.8: The most media take intention to purchase has influence with the
purchasing decision
Table 4.53 Purchasing decision based on the most media take intention to purchase
Sum of Mean
df F Sig.
Squares Square
Product 4.861 2 2.431 13.172 .000*

73.256 397 .185
78.118 399
Price 5.073 2 2.537 13.346 .000*
75.456 397 .190
80.529 399
Place 1.790 2 .895 4.678 .010*
75.942 397 .191
77.732 399
Promotion 5.097 2 2.548 13.180 .000*
76.760 397 .193
81.857 399
As shown in Table 4.53 that there were significant difference in Product of sig.
value 0.000, price at sig value 0.000, place at sig. value 0.010, and promotion at sig.
value 0.000) based on the most media take intention to purchase with statistical
significance less than 0.05.This means that the most media take intention to purchase
has influence with Product, Price, Place, Promotion.
61
with LSD method
Product Image Audio Video
- 0.070 0.000*
Image
Audio - 0.000*
Video -

Image and Video, Audio and Video at the level of statistical significance (p <0.05).
with LSD method
Price Image Audio Video
- 0.016 0.000*
Image
Audio - 0.001*
Video -

62
with LSD method
Place Image Audio Video
- 0.208 0.003*
Image
Audio - 0.028*
Video -

Table 4.57 Multiple Comparisons Promotion based on the most media take intention
to purchase with LSD method
Promotion Image Audio Video
- 0.955 0.000*
Image
Audio - 0.000*
Video -

H3: Consumer behavior has influence the purchasing decision toward

pearl milk tea
H3.1: The objective of buying has influence the purchasing decision toward
pearl milk tea
63
Table 4.58 Purchasing decision based on the objective of buying

Sum of Mean
df F Sig.
Squares Square
Product 1.316 3 .439 2.262 .081
76.802 396 .194
78.118 399
Price 3.297 3 1.099 5.635 .001*
77.232 396 .195
80.529 399
Place .558 3 .186 .954 .415
77.175 396 .195
77.732 399
Promotion .528 3 .176 .856 .464
81.329 396 .205
81.857 399
As shown in Table 57, revealed that there was significant difference in Price at
sig. value 0.001 based on the objective of buying which less than 0.05.This means that
the objective of buying has influence with Price.
Table 4.59 Multiple Comparisons based on the objective of buying with LSD method
Reduce Reduce of Using the Personal
Price
from sleepy stress internet reason
- 0.004* 0.008* 0.387

Reduce from sleepy
Reduce of stress - 0.539 0.002*
Using the internet - 0.004*
Personal reason -
64

Reduce from sleepy Reduce of stress and Using the internet, Reduce of stress and
Personal reason with Using the internet and Personal reason Image and Video, Audio
and Video at the level of statistical significance (p <0.05).
H3.2: The approximately to purchase has influence the purchasing decision

toward pearl milk tea
Table 4.60 Purchasing decision based on the approximately to purchase
Sum of Mean
df F Sig.
Squares Square
Product 1.464 3 .488 2.521 .058
76.654 396 .194
78.117 399
Price .231 3 .077 .380 .768
80.298 396 .203
80.529 399
Place .511 3 .170 .873 .455
77.222 396 .195
77.732 399
Promotion .094 3 .031 .152 .928
81.762 396 .206
81.857 399
As shown in Table 4.60 revealed that there were no significant difference in

Price(Sig.=.001) based on the approximately to purchase with statistical significance
higher than 0.05.This means that the approximately to purchase has no influence with
purchasing decision.
65
H3.3: The period of time to purchase has influence the purchasing decision
toward pearl milk tea
Table 4.61 Purchasing decision based on the period of time to purchase
Sum of Mean
df F Sig.
Squares Square
Product .738 3 .246 1.260 .288
77.379 396 .195
78.118 399
Price .159 3 .053 .262 .853
80.370 396 .203
80.529 399
Place .942 3 .314 1.619 .184
76.791 396 .194
77.732 399
Promotion 2.747 3 .916 4.584 .004*
79.109 396 .200
81.857 399
As shown in Table 4.61, revealed that there were significant difference in

Promotion (Sig.= .004) based on the period of time to purchase which less than
0.05.This means that the period of time to purchase has influence with Promotion.
66
Table 4.62 Multiple Comparisons based on the period of time to purchase with LSD
method
Reduce from Reduce of Using the Personal
Promotion
sleepy stress internet reason
- 0.048* 0.068 0.974

Reduce from sleepy
Reduce of stress - 0.002* 0.034*
Using the internet - 0.014*
Personal reason -
Reduce from sleepy and Reduce of stress, Reduce of stress Using the internet and
Personal reason with Using the internet and Personal reason at the level of statistical
H3.4: The duration of the service has influence the purchasing decision toward
pearl milk tea.
Table 4.63 Purchasing decision based on the duration of the service
Sum of Mean
df F Sig.
Squares Square
Product 3.745 3 1.248 6.646 .000*
74.373 396 .188
78.117 399
Price 2.430 3 .810 4.107 .007*
78.099 396 .197
80.529 399
Place 2.993 3 .998 5.286 .001*
74.739 396 .189
77.732 399
Promotion 5.251 3 1.750 9.048 .000*
76.606 396 .193
81.857 399
67
As shown in Table 4.63, revealed that there were significant difference in

purchasing decision (Sig.= .000) and Product(Sig.= .000) Price(Sig.= .007)
Place(Sig.= .001) Promotion(Sig.= .000) based on the duration of the service which
less than 0.05.This means that the duration of the service has influence with Product,
Price, Place, Promotion.
method
Less than
More than
Product half an 2 Hours 1 Hour
2 Hours
hour
Less than half an hour - 0.432 0.131 0.102*
2 Hours - 0.000* 0.000*
1 Hour - 0.405
More than 2 Hours -

Less than half an hour and More than 2 Hours, 2 Hours1 Hour and More than 2 Hours
at the level of statistical significance (p <0.05).
method
Less than half More than
Price 2 Hours 1 Hour
an hour 2 Hours
Less than half an hour - 0.002* 0.001* 0.001*
2 Hours - 0.953 0.366
1 Hour - 0.264
More than 2 Hours -
68

Less than half an hour 2 Hours 1 Hour and More than 2 Hours at the level of statistical
method
Less than
More than
Place half an 2 Hours 1 Hour
2 Hours
hour
Less than half an hour - 0.836 0.676 0.551
2 Hours - 0.002* 0.000*
1 Hour - 0.252
More than 2 Hours -

2 Hours 1 Hour and More than 2 Hours at the level of statistical significance (p
<0.05).
method
Less than
More than
Promotions half an 2 Hours 1 Hour
2 Hours
hour
Less than half an hour - 0.020* 0.008* 0.002*
2 Hours - 0.112 0.000*
1 Hour - 0.002*
More than 2 Hours -
69

Less than half an hour2 Hours1 Hour and More than 2 Hours, 2 Hours and More than
2 Hours with 1 Hour and More than 2 Hours at the level of statistical significance (p
<0.05).
H3.5: The most person influencing decision to purchase has influence the
purchasing decision toward pearl milk tea
Table 4.68 Purchasing decision based on the most person influencing decision to
purchase
Sum of Mean
df F Sig.
Squares Square
Product .901 3 .300 1.541 .203
77.216 396 .195
78.118 399
Price .152 3 .051 .249 .862
80.377 396 .203
80.529 399
Place .609 3 .203 1.042 .374
77.123 396 .195
77.732 399
Promotion .277 3 .092 .448 .719
81.580 396 .206
81.857 399
70
As shown in Table 4.68, revealed that there were no significant difference in

Price(Sig.= .001) based on the most person influencing decision to purchase with
statistical significance higher than 0.05.This means that the most person influencing
decision to purchase has no influence with purchasing decision.
71
CHAPTER 5
SUMMARY, CONCLUSION & RECOMMENDATION
This chapter provides a critical examination of the statistical findings and in

the previous chapter. The analyses and explanations provided are based on a review of
relevant literature as well as the researchers own analytic skills and interpretation of
the findings. Additionally, any limitations to this work, and suggestions for future
research efforts as well as the implications of this research for future research efforts
will be discussed and divided into:
Part 1: Finding from the result

Part 2: Results of Hypotheses Testing
Part 3: Discussions
Part 4: Recommendations for Further Application
Part 5: Recommendations for Future Research
Part 1: Finding from the result

1. The Personal Information from the results show that the most of respondents
are Female aged 20-30 years old, are Private company and have Individual income per
month for 10,000-20,000 THB.
2. The Perception of marketing from the results show that the most of
respondents buy Jasmine Tea, always adding Pearl with milk tea with Less sugar. Pay
for 25 40 Baht and usually buy pearl milk tea from Street road / Market fair. The
most of respondents like Collected card and thought that Decoration are factors that
support to purchase through the Image that take intention to buy.
3. The Behavior intention to buy pearl milk tea from the results show that the
most of respondents buy pearl milk tea for Reduce from the sleepy so they purchase 4-
6 cups per week in the Evening. The duration of the service at pearl milk tea shop for
1 Hour and thought that Friends is the most person influencing decision to buy.
4. The Factor affecting customers purchasing decision of pearl milk tea from
the results show that the Factor affecting customers purchasing decision of pearl milk
72
tea are at agree level. When considering each item, the results found that Place are
highest mean, followed by Product. Lastly, Promotion, respectively.
4.1 Product found that the Product are at agree level. When
considering each item, the results found that Varity of product are highest mean,
followed by Healthy of product. Lastly, Brand, respectively.
4.2 Price found that the Price are at agree level. When considering
each item, the results found that Price are reasonable for the quality and quantity are
highest mean, followed by Clear price tag. Lastly, Standard of price, respectively.
4.3 Place found that the Place are at agree level. When considering
each item, the results found that Outstanding location are highest mean, followed by
Easy to access. Lastly, Exact location, respectively.
4.4 Promotion found that the Promotion are at agree level. When
considering each item, the results found that Co-promotions campaign are highest
mean, followed by Discount member card. Lastly, Collecting card redemption,
respectively.
Part 2: Results of Hypotheses Testing

H1: Demographic factor which are gender, age, income, occupation that has
influence with the purchasing decision
H1.1: gender has influence with the purchasing decision revealed that
there were no significant difference in purchasing decision based on gender with
statistical significance higher than 0.05.This means that gender has no influence with
the purchasing decision.
H1.2: age has influence with the purchasing decision revealed that
there were significant difference in purchasing decision as Product based on age with
statistical significance less than 0.05.This means that age has influence with the
purchasing decision on Product.
H1.3: occupation has influence with the purchasing decision revealed
that there were significant difference in purchasing decision as Product and Price
based on occupation with statistical significance less than 0.05.This means that
occupation has influence with the Product and Price.
73
H1.4: income has influence with the purchasing decision revealed that
there were no significant difference in purchasing decision based on income with
statistical significance higher than 0.05.This means that income has no influence with
the purchasing decision.
H2: Opinion of Marketing Mix of Customer has influence with the purchasing
decision
H2.1: The most types of milk tea to purchase has influence with the
purchasing decision revealed that there were no significant difference in purchasing
decision based on the most types of milk tea to purchase with statistical significance
higher than 0.05.This means that the most types of milk tea to purchase has no
influence with the purchasing decision.
H2.2: The topping always adding has influence with the purchasing
decision revealed that there were significant difference in Price based on the topping
always adding with statistical significance less than 0.05.This means that the topping
always adding has influence with Price.
H2.3: The level of sugar has influence with the purchasing decision
revealed that there were significant difference in Product based on the level of sugar
with statistical significance less than 0.05.This means that the level of sugar has
influence with Product.
H2.4: The cost to pay has influence with the purchasing decision
revealed that there were significant difference in purchasing decision and Product ,
Price, Place, Promotion based on the cost to pay with statistical significance less than
0.05.This means that the cost to pay has influence with Product, Price, Place,
Promotion.
H2.5: Place usually buy has influence with the purchasing decision
revealed that there were significant difference in purchasing decision in Product ,
Price, Place, Promotion based on place usually buy with statistical significance less
than 0.05.This means that place usually buy has influence with Product, Price, Place,
Promotion.
74
H2.6: The promotions has influence with the purchasing decision

revealed that there were significant difference in Product and Price based on the
promotions with statistical significance less than 0.05.This means that the promotions
has influence with Product and Price.
H2.7: The factors that support to purchase has influence with the
purchasing decision revealed that there were significant difference in purchasing
decision about Product , Price, Place, Promotion based on the factors that support to
purchase with statistical significance less than 0.05.This means that the factors that
support to purchase has influence with Product, Price, Place, Promotion.
H2.8: The most media take intention to purchase has influence with the
purchasing decision revealed that there were significant difference in Product, Price,
Place, Promotion based on the most media take intention to purchase with statistical
significance less than 0.05.This means that the most media take intention to purchase
has influence with purchasing decision and Product, Price, Place, Promotion.
H3: Consumer behaviour has influence the purchasing decision toward pearl
milk tea
H3.1: The objective of buying has influence the purchasing decision
toward pearl milk tea revealed that there were significant difference in Price (Sig.=
.001) based on the objective of buying with statistical significance less than 0.05.This
means that the objective of buying has influence with Price.
H3.2: The approximately to purchase has influence the purchasing
decision toward pearl milk tea revealed that there were no significant difference in
Price (Sig.= .001) based on the approximately to purchase with statistical significance
higher than 0.05.This means that the approximately to purchase has no influence with
purchasing decision.
H3.3: The period of time to purchase has influence the purchasing
decision toward pearl milk tea revealed that there were significant difference in
Promotion (Sig.= .004) based on the period of time to purchase with statistical
significance less than 0.05.This means that the period of time to purchase has
influence with Promotion.
75
H3.4: The duration of the service has influence the purchasing decision
toward pearl milk tea revealed that there were significant difference in Product (Sig.=
.000) Price (Sig.= .007) Place (Sig.= .001) Promotion (Sig.= .000) based on the
duration of the service with statistical significance less than 0.05.This means that the
duration of the service has influence with Product, Price, Place, Promotion.
H3.5: The most person influencing decision to purchase toward pearl
milk tea revealed that there were no significant difference in Price (Sig.= .001) based
on the most person influencing decision to purchase with statistical significance higher
than 0.05.This means that the most person influencing decision to purchase has no
influence with purchasing decision.
Part 3: Discussions
H1: Demographic factor such as age and income has influence with the
purchasing decision that Agree with Niorn Singhirunroung (2555) has studied
Consumer behavior and preference of consumer behavior toward coffee shop
decoration at AmphoeMuang Nakhonratchasima found that the difference
demographic factors has influencing with difference satisfaction of consumers. And
Agree with Nattanant Viboolnukoon (2555) has studied about Perception of
integrated marketing communications of Starbuck coffee found that most of
demographic are influencing the perception of the integrated marketing
communication of Starbuck coffee. So demographic (gender, age, occupation, income)
are influencing with the perception of the integrated.
H2: Opinion of Marketing Mix of Customer such as The topping always
adding, The level of sugar, The cost to pay, The frequency to purchase, The
promotions, The factors that support to purchase and The most media take intention to
purchase that Agree with Manij (2005) has research about the Purchasing behavior
on Ready Coffee Can in Bangkok Metropolitan found that The marketing mix theory
found that Product is very important factors for a good taste and reasonable price. The
distribution channel is though the convenient store, supermarkets in the small shop.
And the promotion is through television advertising that is very important and strong
association with buying behavior theory. And Agree with Natta Pralpnsup (2010)
76
has been studied Behavior and factors influencing consumers decision making on
entering life insurance through commercial bank in Muang Nakornpathom province
found that The service market mix and attitude have influenced with the consumers
decision making on entering the life insurance through commercial banks in Muang,
Nakornpathom Province.
H3: Consumer behaviour such as The objective of buying, The approximately
to purchase, The period of time to purchase, The duration of the service and The most
person influencing decision to purchase has influence the purchasing decision toward
pearl milk tea that Agree with Wuttipong Krobbuaban(2553) has been researching
about Mix factors of marketing that influencing the consumer behavior about herbal
tea, Jiaogulan in Amphoe Mueang, Chaiyaphum district, Chaiyaphum found that The
consumers have a difference factors and difference opinion about marketing mixes are
influencing with the consumer behavior to buy herbal tea, Jiaogulan. Significantly
Statistical level of .05. And Agree with Fonthong Tinpungnga (2555) has studies
about Customer motivation toward Amazon caf in the gas station in Bangkok
found that Factors of marketing mixes are not related with the motivation of consumer
toward Amazon Caf in the gas station in Bangkok, Significantly a Statistical level of
0.05. Also consistent with Varunee Panhun (2551) has been studies about Consumer
behavior toward coffee in department store at Pathumthani found that The factors of
marketing that affecting consuming of coffee are Price, image, service, place, product,
and marketing.
Part 4: Recommendations for Further Application

The overall purchasing decision toward pearl milk tea, the relevant should take
new idea to upgrade the consumers satisfaction and their attitude about this product
pearl milk tea. For developing consumers overall perception of pearl milk tea the
relevant would take to extend their flavor to identify innovative distribution channel.
Create more campaign, more promotional activities to extend brand image. The
consumers have perceived that the pearl milk tea relevant is not available so pearl
milk tea should set-up vending machine and use other shopping store to make it
available to the consumer. The consumer have perceived that the pearl milk tea do not
77
have different flavor so pearl milk tea vendor must add a different type of flavor as
consumer like. The consumers have also perceived that the coffee is status-full so
pearl milk tea vendor should take initiative to increase its status. They can improve
about new package, create new system; most importantly need intensive promotional
activities indicating that tea is an important part of our history and tradition consumers
have perceived that the pearl milk tea vendor has no any good tea shop or tea house
like as coffee house, so pearl milk tea vendor should setup aristocratic, and traditional
and very attractive tea house. Ready tea should be available in every where near the
hand of consumer. Smell and taste of tea should be increased. On the other hand pearl
milk tea vendor should maintain and improve their quality to satisfy their customers.
Part 5: Recommendations for Future Research

The limitations of the study in the limitation is the scope of the sample. It is
concentrated in a particular pearl milk tea vendor, so it should be replicated with
samples from other beverage vendor, because like in soft drink habit and other
beverage like Coffee, Smoothie will not be the same, as in those beverage is more
available than pearl milk tea. Another limitation is attributes, it may be varied in other
pearl milk tea, for example in developing or underdeveloped cost is one the main
things for purchasing decision whether they will drink pearl milk tea. There are some
future directions that should be considered. First, why the company are not interested
to serve pearl milk tea through vending machine, second if the company start to serve
pearl milk tea in vending machine whether consumer will consume or not, or what are
the expectation of consumers?
78
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83
APPENDIX A
SURVEY QUESTIONAIRE
84
Stamford University
Factors Affecting Decision Making On Purchasing Pearl Milk Tea
In Bangkok
Explanation
1. Purpose of this research are study the factors affecting decision making on
purchasing pearl milk tea in Bangkok and compare the factors that affect the choice of
consume decision toward pearl milk tea.
2. Questionnaires are divided into 4 parts are following:
Part 1 Personal Information
Part 2 Perception of marketing
Part 3 behavior intention to buy pearl milk tea
Part 4 Factor affecting customers purchasing decision of pearl milk tea
Researcher would like to thank you for all participants for your valuable time
and cooperation in this questionnaire.
Siriat Saesieo
Master of Business Administration
Stamford University
85
Instruction: Please tick a box.

Part 1 Personal Information
1. Gender
Male
Female
2. Age
Less than 20 years old

20-30 years old
31-40 years old
More than 40 year old
3. Occupation
Private company
Government officer
Business Owner
Student
Other, please specific.
4. Individual income per month (THB)
Less than 10,000 THB

10,000-20,000 THB
20,001-30,000 THB
30,001-40,000 THB
More than 40,000 THB
86
Instruction: Please tick a box.
Part 2 Opinion of Marketing Mix of Customer
1. What types of milk tea do you buy the most?
Jasmine Tea
Chocolate Tea
Plum Tea
Lychee Tea
Apple Tea
Strawberry Tea
Coffee Tea
2. Which topping do you always adding with milk tea?
Pearl
Black Jelly
Jelly
Pudding
Fruit Salad
3. Normally, level of sweet (sugar) do you like?
Less sugar
Normal
Sweet
87
4. How much do you pay pearl milk tea per cup?
Less than 25 Baht

25 40 Baht
41 55 Baht
More than 55 Baht
5. Where do you usually buy pearl milk tea?
Street road / Market fair

Convenience store or department store
Office building
Railway Station
6. Which promotions do you like the most?
Collected card
Discount member card
Co-promotions campaign
7. Which factors that support you to purchase pearl milk tea ?
Logo design / Colorful

Decoration
Store layout
88
8. Which the most media that take your intention to buy pearl milk tea?
Image
Audio
Video
Part 3 Consumer behavior to buy pearl milk tea
1. The objective of buying pearl milk tea ?
Reduce from sleepy

Reduce of stress
Using the internet
Personal reason
2. Approximately, how often do you purchase pearl milk tea per week (Cups) ?
Cup a week
2-3 cups per week
4-6 cups per week
More than 6 cups per week
3. What time do you usually purchase pearl milk tea?
Morning
Noon
Afternoon
Evening
4. Duration of the service at pearl milk tea shop?
Less than half an hour 2 Hours
1 Hour More than 2 Hours

89
5. Who is a person that has the most influencing decision to buy pearl milk tea ?
Yourself Friend
Family Staff
Part 4 Factor affecting customers purchasing decision of pearl milk tea
Please indicate your level of perception with the following scale; Rating scale
of 1 5 with statement where 1 = strongly disagree, 2 = slightly disagree, 3 = neither
agree nor disagree, 4 = slightly agree, 5 = strongly disagree
Level of
Priority
Factor affecting customers purchasing decision of pearl milk tea
Most Less
5 4 3 2 1
1 Product
1.1 Brand
1.2 Packaging
1.3 Test of pearl milk tea
1.4 Varity of product
1.5 Healthy of product
2 Price
2.1 Price are reasonable for the quality and quantity
2.2 Clear price tag
2.3 Standard of price
3 Place
3.1 Easy to access
3.2 Outstanding location
3.3 Exact location
90
Level of
Priority
Factor affecting customers purchasing decision of pearl milk tea
Most Less
5 4 3 2 1
4 Promotion
4.1 Collecting card redemption
4.2 Discount member card
4.3 Co-promotions campaign
.Thank you ..
91
APPENDIX B
INDEX OF ITEM OBJECTIVE CONGRUENCE (IOC)

92
Index Of Item Objective Congruence (IOC)

Specialists
Question 1 2 3 4 5 IOC
Part 2
What types of milk tea do you buy the most? 1 1 1 1 1 1
Which topping do you always adding with milk
tea? 1 1 1 1 1 1
Normally, level of sweet (sugar) do you like? 0 1 1 1 1 0.8
How much do you pay pearl milk tea per cup? 1 1 1 1 1 1
Where do you usually buy pearl milk tea? 1 1 1 1 1 1
Which promotions do you like the most? 1 1 1 0 1 0.8
Which factors that support you to purchase pearl
milk tea ? 0 1 1 1 0 0.6
Which the most media that take your intention to
buy pearl milk tea? 1 1 1 1 0 0.8
Part 3
The objective of buying pearl milk tea ? 0 1 1 1 1 0.8
Approximately, how often do you purchase pearl
milk tea per week (Cups)? 1 1 1 1 0 0.8
What time do you usually purchase pearl milk
tea? 1 1 0 1 1 0.8
Who is a person that has the most influencing
decision to buy pearl milk tea ? 0 1 1 0 1 0.6
Duration of the service at pearl milk tea shop? 0 1 1 1 1 0.8
Part 4
Brand 1 1 1 1 1 1
Packaging 1 1 1 1 1 1
Test of pearl milk tea 1 1 1 1 1 1
Varity of product 1 1 1 1 1 1
Healthy of product 0 1 1 1 1 0.8
Price are reasonable for the quality and quantity 1 0 1 0 1 0.6
Clear price tag 0 1 1 1 1 0.8
Standard of price 0 0 0 0 1 0.2
Easy to access 1 1 1 1 1 1
Outstanding location 1 1 0 1 0 0.6
Exact location 1 1 1 1 1 1
Collecting card redemption 1 1 1 1 1 1
Discount member card 1 0 1 1 1 0.8
Co-promotions campaign 0 1 0 0 1 0.4
Total 0.7097
93
APPENDIX C
LIST OF EXPERTS
94
LIST OF EXPERTS
NAME POSITION
1. Dr. David Chiu Consult, Graduate School

Assumption University
Bangna Campus
2. Ajarn Chupitchaya Pramoolpon Tea Professor,

Fundamental academy of coffee
and tea, Fact Shop
3. K. Paichit Chiraruengkul Manager of P&P pearl milk tea
4. K. Phutikul Pinyavat Owner of I-chi cha pearl milk

Shop
5. K. Somchai Charoentangwong Owner Oc Chamichi pearl milk

tea shop
95
APPENDIX D
SUMMARY TABLE
96
Summary Table
Hypothesis Variable Analysis Result LSD Variable
Method
Demographic Gender T - test No
influence
Age F - test Influence Product (Sig 0.003)
Occupation F - test Influence Product (Sig 0.023), Price

(Sig 0.000)
Income F - test No
Influence

Method
Marketing Type of milk F - test No

Mix tea influence
Topping F - test Influence Price (Sig 0.002)
Level of F - test Influence Product (Sig 0.001)

sugar
Cost to pay F - test Influence Product (Sig 0.000), Price
(Sig 0.005), Place (Sig
0.010), Promotion (0.043)
Place F - test Influence Product (Sig 0.000), Price
(0.000), Place (0.000),
Promotion (0.000)
Promotion F - test Influence Product (Sig 0.034), Price
(Sig0.031)
Factor F - test Influence Product (Sig 0.000), Price
support to (sig 0.001), Place (Sig
purchase 0.001), Promotion (Sig
0.009)
97
Media F - test Influence Product (Sig 0.000), Price

(Sig 0.000), Place (Sig
0.010), Promotion (0.000)
Method
Consumer Objective of F - test Influence Price (Sig 0.001)
Behavior Buying
How many F - test No
cup influence
Period of F - test Influence Promotion (Sig 0.004)
time
Duration of F - test Influence Product (Sig 0.000), Price
service (Sig 0.007), Place (Sig
0.001), Promotion (Sig
0.000)
Most person F - test No
influencing influence
98
BIOGRAPHY
NAME Ms. Sirirat Saesieo
DATE OF BIRTH 13 August 1988
EDUCATIONS
2015 Master of Business Administration
Stamford University
2007 Bachelor Degree

Assumption University
NATIONALITY Thai
HOME ADDRESS 99 M. 9 Radkrabung Road, Tabyao Bangkok 10520
EMAIL ADDRESS Sirirat.sieo@gmail.com

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FACTORS AFFECTING DECISION MAKING ON PURCHASING

PEARL MILK TEA IN BANGKOK

A THESIS SUBMITTED IN PARTIAL FULFILLMENT OF THE

A THESIS SUBMITTED IN PARTIAL FULFILLMENT OF THE

The Research has been approved by

Title: Factors Affecting Decision Making on Purchasing Pearl Milk Tea in

Researcher: Sirirat Saesieo

The Thesis Committee:

Committee Member _________________________

Committee Member _________________________

Title: Factors Affecting Decision Making on Purchasing Pearl Milk Tea

Keywords: Marketing mix, Consumer purchasing decision

CHAPTER 2 LITERATURE REVIEWS

CHAPTER 3 RESEARCH METHODOLOGY

CHAPTER 4 RESEARCH FINDINGS

CHAPTER 5 SUMMARY, CONCLUSION & RECOMMENDATIONS

Table 3.1 Number of sample size by location 25

LIST OF TABLES (Cont.)

Table 4.22 Means and standard deviation of Promotion 41

LIST OF TABLES (Cont.)

Table 4.45 Purchasing decision based on the promotions 55

LIST OF TABLES (Cont.)

1.1 Statement of the Problems

1.2 Research Objective

1.3 Significance of the Study

1.4 Scope and limitations of the Study

1.5 Conceptual Framework

1.5 Conceptual Framework (Cont.)

Independent Variable Dependent Variable

Perception of Marketing Mix

- Product - Place Purchasing Decision

Figure 1.1 Conceptual Framework

1.7 Definitions of Term

Milk Tea is defined as a tea with milk added.

1. Concept and theory of demographic

1. Concepts and theory of demographic

The variables of demographic are following:

2. Concepts and theory of marketing mix

products. Direct distribution channel means the activity between a manufacturer to a

3. Conceptual and theory of consumer behavior

Figure 2.1 Overall Model of Consumer Behavior

External Influence of Consumer Behavior

Internal Influence of Consumer Behavior

the consumer decision-making. And providing a way of individual to evaluate the

4. Conceptual and theory of consumer decision making process

4.1 Buyer decision process

Figure 2.2 Consumer Decision Making Process

4.2 Need Recognition

4.3 Information search

4.4 Evaluation of alternatives.

4.4 Purchase decision.

4.5 Post purchase behavior.

Stages in the adoption process:

between 5,000-10,000 baht per month, most of respondent as employees of private

2. To explore behavioral relationships among consumers who decided to enter

3.1 Population and sample

3.1 Populations and Sample

Table 3.1 Number of sample size by location

Day Time Place Number of Questionnaire Brand

3.2 Research Methodology