EXPOSURE TO PUBLIC RELATIONS, PERCEIVED IMAGE AND PRODUCT PURCHASE DECISION OF CAFE AMAZON FOR CHANCE OF CONSUMERS IN BANGKOK

Abstract

The objectives of this research were to 1) investigate the demographic characteristics, exposure of public relations media, perceived image and the purchasing decision of Café Amazon for Chance’s products among consumers in Bangkok, and 2) study the relationship among exposure of public relations media, perceived image and the purchasing decision of Café Amazon for Chance’s products among consumers in Bangkok. This study used a quantitative research design.  The sample consisted of consumers visiting five Café Amazon for Chance branches in Bangkok. With unknown population, the sample size was 400 respondents based on sample size calculation formula. Data were analyzed using descriptive statistics to determine percentage, mean and standard deviation as well as inferential statistics including Pearson's Product Moment Correlation Coefficient for testing hypotheses. The results indicated that the respondents’ exposure of public relations media was at a moderate level with a mean of 3.38. Their perceived image of Café Amazon for Chance was at a high level with a mean of 4.16. Their purchasing decision of Café Amazon for Chance’s products was at a high level with a mean of 4.14. The results of testing hypotheses indicated that the exposure of public relations media positively affected the perceived image and the purchasing decision of Café Amazon for Chance’s products among consumers in Bangkok with a statistical significance level of 0.05.