Brand personality factors affecting purchasing decision for bottled drinking water in Bangkok and Bangkok peripheral area: Supervised machine learning approach

Abstract

The study of brand personality factors affecting purchasing decision for bottled drinking water in Bangkok and Bangkok peripheral area aimed to investigate brand personality factors that affect purchasing decision for bottled water in Bangkok and Bangkok peripheral area by utilizing a supervised machine learning approach from data science discipline. The objective of the study was to develop and evaluate the most suitable and practical purchasing decision label prediction model from brand personality features. The samples were drawn from people living in Bangkok and Bangkok peripheral area experienced in consuming bottled drinking water. Research tools were questionnaire with rating scale, and convenience sampling method was applied. The analysis of results showed that 5 brand personality features positively and significantly affected the level of purchasing decision label. Furthermore, this well-developed prediction model from train set maintained a moderate level of generalization as per supervised machine learning model evaluation by unseen set. As per the results, bottled drinking water manufacturer should not ignore the importance of promoting drinking water brand personality to match target consumers’ various personality traits as all 5 brand personality traits had a significant effect on the decision to buy bottled drinking water. Predicting purchasing decision for bottled drinking water by adopting Supervised Machine Learning approach from data science discipline is considered as a contribution of this study. Future research should possibly broaden the results of this study by utilizing unsupervised machine learning technique to develop the classification algorithm to classify an unknown target label.