THE BAND IMAGE OF TOYOTA AEKNIMIT AMONG THE CONSUMERS’ OPINION OF TOYOTA CAR IN NONTHABURI

The Band Image of TOYOTA Aeknimit Among the Consumers’ opinion of TOYOTA Car Users in Nonthaburi Province.

Abstract

          This study aimed to 1) study the personal factors of consumers 2) to study the importance of corporate image, institutional aspect, branding and service aspect of consumers. 3) to compare the perceptions of consumers on corporate image, institutional aspect, branding and service aspect among consumers using Toyota Eknimit Thai Co., Ltd.,. There are classified by demographic characteristics. The tool for data collecting is a questionnaire. The 400 sample is customers who used and bought the cars from Toyota Eknimit Thai Co., Ltd., in Bang Bua Thong District, Nonthaburi Province. The statistics used in the descriptive analysis were frequency, percentage, mean and standard deviation. The hypothesis test was performed using a t-test comparison and One-way ANOVA analysis and Pair Comparison by Least Significant Difference (LSD).

          The results of the study showed that most of the consumers were male, with the age range between 21-30 years old, there are employed in private companies, earning a salary 20,001 - 30,000 baht per month. Moreover, the sample group uses a Toyota Yaris. In the brand image, the service aspect was at the best level, followed by the branding institutions and institute aspects, respectively. In terms of image, it was found that sex, age, occupation, income and model of the car are affect the image of corporate image, institutional aspect, branding and service aspect of Toyota Eknimit Thai Company Limited.