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BRAND EQUITY AND MARKETING EFFECTING SUNSCREEN BUYING DECISION OF WOMEN IN BANGKOK |
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| รหัสดีโอไอ | |
| Creator | Sivanart Phongvisit |
| Title | BRAND EQUITY AND MARKETING EFFECTING SUNSCREEN BUYING DECISION OF WOMEN IN BANGKOK |
| Contributor | Rawida Wiriyakitjar, Aticha Promrat |
| Publisher | University of the Thai Chamber of Commerce |
| Publication Year | 2564 |
| Journal Title | UTCC International Journal of Business and Economics |
| Journal Vol. | 13 |
| Journal No. | 2 |
| Page no. | 3-16 |
| Keyword | Brand Equity, Marketing Mix, Decision, Sunscreen |
| URL Website | http://ijbejournal.com/ |
| Website title | ijbejournal |
| ISSN | 1906-5582 (paper) |
| Abstract | This research aimed to study the demographics, the marketing mix 4Ps, and the brand equity factors that affect the consumers' purchase decision on sunscreen of women in Bangkok. The sample in this research was the 400-female consumer in Bangkok who purchased decision sunscreen from Thailand (Local Brand) and sunscreen from a foreign country (Inter Brand) from Din Dang district, Ladprao district, Huaykwang district, and Wang Thonglang district, and respondents were selected using purposive sampling. In addition, the reliability test showed the Cronbach's alpha coefficient of these tools was 0.71-0.88. The data was collected by using questionnaires. The statistics of data analysis were mean, frequency, standard deviation, t-test, One Way ANOVA, and multiple regression analysis. The results showed that most of the sample were female, 20-30 years old, employees, had a bachelor's degree, whose single status, with an average monthly income of 10,000 20,000 baht. The different demographics in terms of age, profession, education level, and income significantly affect the sunscreen purchase decisions of women in Bangkok. The marketing mix 4Ps in terms of product, price, and promotion significantly affect the sunscreen purchase decision of women in Bangkok. The brand equity in terms of brand perceived quality, brand association, and brand loyalty substantially affects women's sunscreen purchase decisions in Bangkok. |
