DIGITAL INTEGRATED MARKETING AND CONSUMER CHOICE FOR SAUSAGES IN BANGKOK, THAILAND

Abstract

This study aimed to examine the digitally integrated marketing communication that affects consumers' purchasing decisions for ABC Sausage Brand products in Bangkok, Thailand. The questionnaires were used to collect data from a population of 400 people who had previously consumed ABC brand sausage products and lived in Bangkok. The data were analyzed using descriptive statistics, including percentage, mean, standard deviation, and multiple regression analysis. The study results revealed that most ABC Sausage Brand customers were female, aged between 26-33 years, single, had a bachelor’s degree, had an income of 25,001-35,000 baht, were private employees, and had 3-4 family members. In terms of behavior in buying sausage products, it was found that most consumers had a frequency of purchase of 3-4 times per month. The primary reason for purchasing sausages was the product quality/delicious taste. Most consumers buy sausages through convenience stores. The average cost per time is 101-300 baht. The consumption pattern is mainly with family. Most of them buy AFM-brand sausages. The people who influence the decision are friends/acquaintances and family. The primary information channel is TikTok. The hypothesis testing found that Digital Integrated Marketing Communication, including digital advertising, digital personal selling, digital sales promotion, digital public relations, and digital direct marketing, significantly affects the purchasing decision of ABC brand sausage products consumers in Bangkok.