A Consumer Perception on the Car Tyre Brands in Maesai District, Chiang Rai Province

Abstract

The purposes of this independent study were to study the consumers’ knowledge of the car tyre on the car tyre brands and to study the consumer perception on the car tyre brands in Maesai District, Chiang Rai Province and to compare the level of the consumer perception on the car tyre brands in Maesai District, Chiang Rai Province. The sample in this study consisted of 400 people who had cars in Maesai District, Chiang Rai Province . The research instrument drawn for this study was a series 30 วารสารวิทยาการจัดการ มหาวิทยาลัยราชภัฎเชียงราย ปีที่ 6 ฉบับที่ 2 (กรกฎาคม - ธันวาคม 2554) of questionnaire made by the researcher and systematically analyzed by using Frequency, Percentage, Mean : , Standard Deviation: S.D., t-test, One-way Analysis of Variance : ANOVA and Coefficient of Correlation. The result of the study of the consumers’ knowledge of the car tyre in Maesai District, Chiang Rai Province appeared that most of the customers had the correct knowledge of the car tyre at the high level. The overall variables of the customers’ knowledge of the car tyre on the quality of the product, the reliability of the brand , the impression of the brand and the brand strength were positively correlated with knowledge of the car tyre at the statistical significance level of .05.