THE EFFECT OF BRAND IMAGE AND INTEGRATED MARKETING COMMUNICATION ON THE PURCHASE DECISION OF DRIKING WATER AMONG CONSUMERS IN BANGKOK

Abstract

This research had the objective to study brand image and integrated marketing communication affecting the purchasing decision of drinking water among consumers in Bangkok. Samples selected for this research were of 450 drinking water consumers. Questionnaires were used for data collection. Statistics used for data analysis consisted of frequency, percentage, mean, and standard deviation. Hypotheses were examined by multiple regression analysis. The research result indicated that the elements of brand image affecting the purchasing decision of drinking water were product property, value, culture, and consumers. Meanwhile, the elements of integrated marketing communication affecting the purchasing decision of drinking water were advertisement, product package design, and point-of-sale communication. In addition, drinking water consumers envisage the international manufacturing standard as the strength in market competition for entrepreneurs to improve their products.