Independent thesis Advanced level (degree of Master (One Year)), 60 credits / 90 HE credits
Title: Influences of country of origin in Thai consumers’ buying decision toward beer purchasing
Authors: Purit Rackchamroon (801024) Pattanee Charmainat (861707)
Group number: 2838
Supervisor: Tobias Eltebrandt
Research Questions: Does the country of origin influence Thai consumers’ buying decision towards beer purchasing? What are the consumers’ attitudes and perception towards beer consumption?
Purpose: The authors aim to explore the effect of COO towards beer purchasing behavior of Thai consumer. The research study examines the attitudes of Thai consumers in terms of the beer purchasing based on two aspects: foreign and domestic brands.
Method: Qualitative approach and quantitative approach was used in order to get the primary data. Questionnaire online were sent out 247 forms to the respondents and get the response 240 forms that could answers the question effectively. Interviews also were conducted with ten beer drinkers. Furthermore, several articles, researches, and literatures were used to strengthen reliability of the paper and improve the validity as well.
Conclusion: Based on the study results, country of origin does not affect much in consumers’ buying decision in term of low-involvement products. Also country of origin showed that can influence consumer first purchasing activity. The research also portrayed when consumers have more knowledge or experience other cues such as price and taste have definitely effects in their buying decision more than Country of Origin factors.
Key words: Country of origin, beer, perception, attitudes, buying decision
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