Guidelines For Creating Loyalty to Bakery Brands Case Study: Siripanna Bakery Mueang Chiang Mai District Chiang Mai Province.

Abstract

          The purpose of this research is to (1) study the level of opinions on the marketing mix factors of Siripanna Bakery in Chiang Mai Province, (2) examine the brand value factors of consumers who purchase bakery products from Siripanna (3) investigate the level of consumer loyalty towards the bakery brand Siripanna. The research sample consists of individuals who have purchased or have previously purchased bakery , with a total sample size of 400 people. A non-probability sampling method was used, specifically quota sampling. The statistical analysis methods include frequency, percentage, mean, standard deviation, and multiple regression analysis.

The research findings revealed that:

1. The factors related to the marketing mix of Siripanna Bakery regarding the brand value perceived by buyers of bakery products overall are at a high level. When considering each aspect, it is found that the price has the highest level of opinion, followed by price, people, promotion, physical environment, products, process, and Place,
2. The factors related to the brand value perceived by buyers of bakery products at Siripanna Bakery Chiang Mai are overall at a high level. When considering each aspect, it is found that the highest value is attributed to perceived quality, followed by behavioral loyalty, brand connection, attitudinal loyalty, and brand awareness respectively.
3. Consumer loyalty towards the bakery brand is statistically significant at the .05 level in five areas: (X5) personnel with a value of .000, (X6) environment showing a positive influence with a value of .779, (X2) price with a positive influence of .254, (X7) process with a positive influence of .068, and (X4) marketing promotion indicating a negative influence with a value of -. Additionally, (X1) product has a value of -.180. ...