MARKETING COMMUNICATIONS AND BRAND IMAGE PERCEPTIONS INFLUENCE CUSTOMERS' PURCHASE OF MASTER ART COLORED PENCILS

Abstract

This research aims to 1) Marketing communications, 2) The Brand image perceptions.
3) Master Art colored pencil purchasing behavior of consumers 4) Compare Master Art colored pencil purchasing behavior of consumers classified by personal information 5) Marketing communication factors that influence purchasing behavior Master Art colored pencils by consumers and 6) perception of brand image that influences the judges to purchase colored pencils. Consumer Master Art It is quantitative research. The research instrument used 400 questionnaires to collect. Data and statistics used in research and data analysis using Chi - Square and Multiple Regression. Analysis The results of the research found that 1) Marketing communication in the purchase of Master Art colored pencils by consumers, the overall picture is 2) The brand image of consumers in purchasing Master Art colored pencils is at a high level. 3) Marketing communications in public relations and direct marketing It influences the behavior of buying colored pencils. Master Art of consumers 4) Results of comparing the purchasing behavior of Master Art colored pencils of consumers, level Statistical significance 0.05 5) Marketing communication factors that influence the purchasing behavior of Master colored pencils. Consumer Art Significant at the 0.05 level. 6) Perceived brand image that influences judges to buy colored pencils. Consumer Master Art Statistically significant at 0.05. The recommendation should be to use a leaflet inserted into the box. Colored pencils provide information about the product. Organize promotional items to be appropriate for consumer groups. Can buy through online platform Organize special activities and create experiences To be interesting and give consumers confidence that it is Good quality products