IMAGES OF ALCOHOLIC BEVERAGE PRODUCTS IN THE BEER CATEGORY AND PURCHASING DECISIONS OF CONSUMERS IN THE UPPER SOUTHERN REGION

Abstract

The purposes of this study were to compare satisfaction in the purchases of beer alcoholic beverages from Company T and Company S; to investigate influencing factors of decisions for the purchases of the beer alcoholic beverages from Company T and Company S; and to examine influencing factors of opportunities for the repurchases of the beer alcoholic beverages from Company T and Company S. The American Customer Satisfaction Index was employed as a conceptual framework. In this qualitative study, data were collected by questionnaires. The sample was obtained through a stratified random sampling to include 430 customers in the upper southern region, who purchased the beer alcoholic beverages. The questionnaire data were analyzed by a bivariate analysis, a regression model, and an ordered probit model. Results revealed that the customers who purchased the beer alcoholic beverages from Company T demonstrated different satisfaction from those who purchased them from Company S with no statistical significance; the influencing factors of decisions for the purchases of the beer alcoholic beverages from Company T and Company S with statistical significance included expectation, quality perception, value perception, and image; and the influencing factors of opportunities for the repurchases of the beer alcoholic beverages from Company T and Company S with statistical significance included image, complaint reporting, and loyalty.