Factors Affecting Oolong Tea Purchasing Decision : A Case Study of Consumers in Bangkok, Thailand

The objectives of this research were to study the factors affecting the Oolong tea purchasing decision and to compare the decision factors for buying Oolong tea. The samples were classified by personal attributes of consumers who live in Bangkok. A questionnaire was used as a tool to collect data from a sample of 400 persons to be analyzed by percentage, mean, standard deviation, t-test and F-test. The data were further analyzed by Scheffe’s method in case of statistically significant differences. The study revealed that most consumers were female, aged between 21-30 years old, graduated with a bachelor’s degree, worked as an employee of a private company. For the factors in decision-making to purchase oolong tea among consumers in Bangkok, the overall level was moderate. Considering each aspect, it was found that consumers had the highest decision-making factor in terms of products, followed by distribution, marketing, promotion, price, respectively. 3) The results of hypothesis testing revealed that overall, consumers had different personal characteristics, gender and occupation significantly at 0.5 level. In gender and education, no difference was found