BRAND PERSONALITY AND 4Es of MARKETING MIX THAT INFLUENCE THE CONSUMERS DECISION TO PURCHASE OH! JUICE SMOOTHIE

Abstract

This study aims to investigate the influence of brand personality and the 4Es marketing mix factors on consumer purchase decisions of Oh! Juice smoothies. The popularity of smoothies in Thailand, particularly the rapid rise of Oh! Juice, has led to an increase in the number of new entrepreneurs in the market. Understanding the factors of brand personality and the marketing mix allows businesses to create distinctive identities and develop strategies to effectively reach target consumers. In this study, data was collected through surveys from 385 consumers who had previously purchased Oh! Juice smoothie. The data was analyzed using descriptive statistics and multiple regression analysis. The findings reveal that the brand personality factors affecting consumer purchase decisions include ruggedness, competence, sincerity, and excitement, in that order. Additionally, the study identifies the influence of the 4Es marketing mix factors on purchase decisions, which include evangelism, everyplace, exchange, and experience, in that order. These findings can help businesses refine their brand identity to stand out from competitors and align their marketing strategies with the preferences of today’s consumers.