The Relationship Between Perceived Brand Equity and Consumer Purchasing Behavior Toward Ta Khamuk (Ta Samuk) Woven Textile Products Produced by Community Enterprises in Rayong Province

Abstract

This study aimed to examine perceived brand equity, purchasing behavior, and the relationship between perceived brand equity and consumer purchasing behavior toward Ta Khamuk (Ta Samuk) woven textile products produced by community enterprises in Rayong Province. The sample comprised 385 consumers who had purchased these products. Data were analyzed using percentages, means, standard deviations, and the chi-square test. The results showed that most respondents were female (70.4%), aged 30–40 years (48.1%), married (60.3%), employed by private companies (57.1%), held bachelor’s degrees (83.6%), and earned an average monthly income of THB 20,001–30,000 (74.0%). During the preceding year, most respondents purchased the products three to four times (56.9%), spent less than THB 2,000 per purchase (65.2%), and purchased woven fabric pieces (52.7%). They primarily purchased the products at exhibitions or trade fairs (43.4%), bought them as gifts (50.9%), and considered product quality the most important purchasing criterion (43.9%). Most respondents made purchasing decisions independently (53.5%), purchased during festive periods (49.1%), and obtained product information from leaflets or brochures (39.7%). Overall perceived brand equity and all its dimensions were at a moderate level. Brand awareness received the highest mean score, followed by proprietary brand assets, including patents and trademarks, brand loyalty, perceived quality, and brand attachment, respectively. The relationship analysis revealed that purchase frequency and purchase location were significantly associated with brand awareness and perceived quality. Product type was associated with perceived quality and brand loyalty, while reasons for purchasing were associated with perceived quality, brand attachment, and overall brand equity. Purchase timing was associated with brand loyalty, and sources of product information were associated with brand attachment. All reported relationships were statistically significant at the .05 level.