Influencing factors on the buying decision of cold brew beverage among Thai coffee drinkers

Cold brew, as a new trendy coffee beverage, is currently well popular in United States and is expected to expand the buzz trend throughout the worldwide coffee chain including Thailand, one of the largest coffee market in Southeast Asia. However, the study among Thai’s coffee drinker is limited in the extent of cold brew trend. Moreover, the effect of global brand perception on this coffee beverage is also uncertain which could obstruct company to successfully launch cold brew in Thailand. This study was a contemporary topic in academic marketing for international business area conducted by both exploratory and descriptive approach. It was designed to understand Thai coffee drinker’s perception and attitude toward cold brew in terms of perceived benefits and barriers. The main key focus was to identify the influencing factors on the buying decision of cold brew as well as whether they are difference between Global brand and Thai brand effect. Finally, it was intended to recommend the potential target segment who has the great interest to buy cold brew from Global coffee brand.