LJI Business Management Journal
Volume. 9, Published on September 2018, Page 54

Consumer behavior and factors influencing decision to buy ready-made fruit juice

The case of M-Point Mart Thatluang and Mekong riverside branches

Phoutthasinh Keoka & Phanhpakit Onphanhdala

 Abstract   

This paper aims to study the consumer behavior, and to identify the factors influencing their decision to buy ready-made fruit juice with the most recall brand of the ready-made fruit juice at M-Point Mart Thatluang and Mekong riverside branches. From the survey, the result showed that the main reason that consumer preferred drink 100% fruit juice is because of the health benefit. They prefer to drink in the afternoon, purchase the ready-made fruit juice twice per week, spend below 50,000 kip per month, receive information about the ready-made fruit juice from television although the price is expensive. The influence factor that their decision was product, place and price, respectively. The most recalled brands were Malee, Unif and Tipco in respective order.

Laos-Japan Human Resource Development Institute, National University of Laos, Vientiane, Lao PDR

Cite this article as:

Phoutthasinh Keoka & Phanhpakit Onphanhdala. (2018). Consumer behavior and factors influencing decision to buy ready-made fruit juice "The case of M-Point Mart Thatluang and Mekong riverside branches". LJI Business Management Journal, 9, pp 1.