Mälardalen University Master Thesis in Business Studies EFO705, 15 Credits Final Seminar Date June2, 2009 A study of attitudes towards energy drinks in Thailand Presented by: Group2312 Viroj Asiraphot (19800831) Wararat Waleetorncheepsawat (19850519) Tutor: Joakim Netz Abstract Date: 2009-06-04 Program: International Marketing Authors: Viroj Asiraphot & Wararat Waleetorncheepsawat Title: A study of attitudes towards energy drinks in Thailand Problem: What are attitudes of non-consumers, non regular consumers and regular consumers towards energy drinks in product, price, place, and promotion? Purpose: we emphasize attitudes towards marketing mix is because they are controllable factors that manufacturers can control. The result of this research will be truly helpful for them to design an adaptation on their product, price, place and promotion. Method: The theories of attitudes and marketing mix are chosen to study attitudes at different consumer groups towards marketing mix of energy drinks at 355 sample size in Bangkok. Conclusion: All respondents and non consumers at different demographic have different result on marketing mix Recommendation: Manufacturers should adjust marketing mix as tools to persuade people to consume the product Keywords: Energy drink, demographic, attitudes, marketing mix 0 Table of Contents 1. Introduction ...............................................................................................................................1 1.1 Energy Drinks Market in Thailand .................................................................................... 1 1.2 Energy Drinks and Components in Thailand ..................................................................... 2 1.3 Problem Statement and Research Question ....................................................................... 3 1.4 Related Researches ............................................................................................................ 4 1.4 Purpose ............................................................................................................................... 6 1.5 Target Audience ................................................................................................................. 6 2. An Overview of the appropriate literature ................................................................................7 2.1 Conceptual Framework ...................................................................................................... 7 2.2 Demographic ...................................................................................................................... 9 2.3 Attitudes ............................................................................................................................. 9 2.4 Marketing Mix ................................................................................................................. 10 3. Method ....................................................................................................................................13 3.1 The Chosen theories ......................................................................................................... 13 3.2 Research Design............................................................................................................... 13 3.3 Scope of Research ............................................................................................................ 14 3.4 Collecting Data ................................................................................................................ 14 3.5 Questionnaire Design ....................................................................................................... 15 3.6 Analyzing the Material .................................................................................................... 16 3.8 Reliability and Validity .................................................................................................... 17 4. Analysis...................................................................................................................................18 5. Discussion and Conclusion .....................................................................................................26 6. Recommendation ....................................................................................................................31 7. References ...............................................................................................................................33 8. Appendixes .............................................................................................................................37 Appendix 1: Questionnaire in English ................................................................................... 37 Appendix 2: Questionnaire in Thai ........................................................................................ 40 Appendix 3: t-test on mean difference between gender and attitudes ................................... 43 Appendix 4: Anova test on mean difference between each age, education, occupation and income, and attitudes ............................................................................................................. 44 Appendix 5: Frequency of consumption and attitudes .......................................................... 46 Appendix 6: Anova test on mean difference between consuming frequency and attitudes .. 46 Appendix 7: t-test for non-consumers at different genders ................................................... 46 Appendix 8: Anova test on non-consumers’ mean difference at each age, education, occupation and income .......................................................................................................... 47 Appendix 9: Mean scores of attitudes .................................................................................... 51 Appendix 10: Chronbach’s Alpha test ................................................................................... 51 0 List of Tables Table 1: Summary of related researches ......................................................................................... 4 Table 2: Attitude score and attitude level ..................................................................................... 16 Table 3: Consuming frequency and demographic characteristics ................................................ 19 Table 4: Average scores of attitudes towards marketing mix of energy drinks ............................ 20 Table 5: Comparisons between this study and others’ in respondents’ demographic data .......... 26 Table 6: Comparisons between this study and others’ in demographic data ................................ 27 Table 7: Comparisons between this study and others’ in attitudes towards marketing mix ......... 27 Table 8: Comparison between attitudes of non-consumers and all respondents .......................... 30 Table 9: Independent samples t-test .............................................................................................. 43 Table 10: Consumers’ attitudes towards marketing mix at different ages.................................... 44 Table 11: Consumers’ attitudes at different education ................................................................. 44 Table 12: Consumers' attitudes at different occupations .............................................................. 45 Table 13: Consumers' attitudes at different income ...................................................................... 45 Table 14: frequencies of consumption and attitudes towards marketing mix .............................. 46 Table 15: Consumers’ attitudes on marketing mix at different consuming frequencies .............. 46 Table 16: t-test on different between genders and attitudes ......................................................... 46 Table 17: Mean difference of non-consumers’ attitudes at different ages .................................... 47 Table 18: Mean difference of non-consumers' attitudes at different education ........................... 48 Table 19: Mean difference of non-consumers' attitudes at different occupation .......................... 50 Table 20:Mean difference of non-consumers' attitudes at different income................................. 50 Table 21: Mean scores of attitudes ............................................................................................... 51 Table 22: Chronbach's Alpha test on attitudes towards product ................................................... 51 Table 23:Chronbach's Alpha test on attitudes towards price ........................................................ 51 Table 24:Cronbach's Alpha test on attitudes towards place ......................................................... 51 Table 25:Cronbach's Alpha test on attitudes towards promotion ................................................. 51 List of Figures Figure 1: Conceptual Model ........................................................................................................... 7 Figure 2: A diagram of the attitude-to-behavior process .............................................................. 10 Figure 3: Gender data.................................................................................................................... 18 Figure 4: Age data ......................................................................................................................... 18 Figure 5: Education data ..............................................................................................................