FACTORS INFLUENCING THE CONSUMER BUYING DECISION OF SUGAR PRODUCTS WITH BOTTLE PACKAGING IN BANGKOK

The objective of this research was to study demographic factors, purchasing behavior, marketing mix and packaging factors that influence the decision to buy sugar products using bottle packaging in Bangkok. The results of the study revealed that: 1) Demographic factors did not influence of making decision to buy bottle sugar products. 2) The behavior of buying sugar products consists of the frequency of sugar purchases that influence the decision to buy sugar products using the bottle packaging statistically significant at the level of  0.05. 3) Marketing mix don't have influence on the decision to purchase sugar products that use the bottle packaging statistically significant at the level of 0.05. 4) Packaging factors include packaging materials and external features of package Influencing the decision to buy sugar products using bottle packaging statistically significant at the level of 0.05.