Advertising perception and event marketing relating to consumers’ buying decision behavior of gogi tempura flour in bangkok metropolis

Abstract

The objectives of this independent study were 1) to investigate consumer perceptions of advertising media and event marketing of Gogi Tempura Flour, 2) to investigate consumer buying decision behavior for Gogi Tempura Flour in Bangkok area, 3) to investigate the relationship between demographic characteristics and consumer buying decision behavior for Gogi Tempura Flour in Bangkok area, and 4) to investigate the relationship between consumer perceptions of advertising media and event marketing of Gogi Tempura Flour in Bangkok area. The sample consisted of 400 consumers in Bangkok area. Data were collected through the questionnaire and then analyzed by frequency, percentage, and Chi-Square Test.1. The sample mostly consisted of: females (67.50%); those aged 25-30 years (31%); freelancers(merchants/business owners/freelancers) (52%), those graduated with bachelor’s degree (72.50%); those earned monthly income of 10,001-20,000 baht (46.50%), and single people (56.50%). 2. The sample’s perception of Gogi Tempura Flour advertising came from magazine and event marketing. However, they never perceived Gogi Tempura Flour advertising through television. 3. In terms of the sample’s buying decision behavior, they bought Gogi Tempura Flour after tasting sample foods cooked by using Gogi Tempura Flour as well as visiting Gogi booth in department store. 4. Age, occupation, education level. Monthly income and marital status were related to Gogi Tempura Flour buying behavior of consumers in Bangkok area at statistical significance level of .05. However, gender was not related to the sample’s Gogi Tempura Flour buying behavior.5. Advertising media and event marketing perception were related to Gogi Tempura Flour buying behavior of consumers in Bangkok area at statistical significance level of .05.