Antioxidant bottled beverage purchasing behavior of Bangkok, Thailand consumers: A structural equation model

Abstract

Tea companies like to brag about the antioxidants in their bottled tea beverages with sales of bottled teas having increased 90% since 2004 with a new study finding that green tea significantly reduces the risk of death from many causes including heart disease. Green tea has been used in China for at least 4,000 years and even though, bottled tea and the antioxidants aren't as powerful as newly brewed tea, it does, however, exhibit health benefits comparable to fruits and vegetables. Therefore, the researchers were interested in studying the factors that affect buying behavior of antioxidant bottled beverages in the Bangkok metropolitan area with the purpose of developing and validating the consistency of the linear structural relationships of brand value, brand attitude and integrated marketing communication variables that affect the purchase intention of consumers with antioxidant bottled beverages. With the increasing wave of health conscious Bangkok consumers who spend the majority of their time at study and are likely to purchase antioxidant packaged juices and drinks, consumers are more frequently interested in the quality of the product they consume. Manufacturers, therefore, are trying to market their products to consumers using communication strategies through Integrated Marketing Communications (IMC) which have the potential to significantly increase this market's share.