MARKETING FACTORS AND BRAND EQUITY IN ON THE CONSUMER?S BUYING DECISION OF MODERN TRADE THE DOHOME IN BANGKOK AND ITS ViCINITY

Songporn Hansanti (), Thanabadee Wayuwattanasiri () and Daoroong Aiyadech ()
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Songporn Hansanti: Faculty of Business Administration, Kasetsart University
Thanabadee Wayuwattanasiri: Faculty of Business Administration, Kasetsart University
Daoroong Aiyadech: Faculty of Business Administration, Kasetsart University

No 8710578, Proceedings of International Academic Conferences from International Institute of Social and Economic Sciences

Abstract: The objectives of this research were to study the marketing factors and brand equity influence on the buying decision of modern trade Dohome in Bangkok and its vicinity. The samples for the research were 385 people who purchased product in the modern trade Dohome in Bangkok. The questionnaires were used for the research tool, whereas the statistics used for analyzing the obtained data were percentage, frequency, mean, standard deviation and multiple regression analysis. The results showed that overall level of opinions on marketing factors and brand equity of modern trade Dohome is high level. Furthermore, overall level of purchasing decision is high level too. Results of the hypothesis test showed that marketing factors in product and price influences buying decisions and brand equity in perceived quality influences buying decisions of the modern trade Dohome with a statistical significance at a 0.05 level.

Keywords: Marketing Factors; Brand Equity; Buying Decision (search for similar items in EconPapers)
JEL-codes: M30 M31 (search for similar items in EconPapers)
Pages: 1 page
Date: 2019-07
New Economics Papers: this item is included in nep-ipr and nep-mkt
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Published in Proceedings of the Proceedings of the 48th International Academic Conference, Copenhagen, Jul 2019, pages 56-56

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Persistent link: https://EconPapers.repec.org/RePEc:sek:iacpro:8710578

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