The Marketing Mix and Perception of Brand Personality in Modern Retail Businesses Affect Consumers' Purchasing Decisions in Mueang Chiang Rai District, Chiang Rai Province: A Case Study Lotus's go fresh
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Abstract
The aim of this study is to investigate the perceptions of brand personality, marketing mix, and consumer purchasing decisions in Mueang Chiang Rai District Chiang Rai Province: A case study Lotus's go fresh. The research findings indicated that the majority of respondents were females aged between 41-50 years, holding bachelor's degrees, married, and employed in the private sector, with an income ranging between 20,001-30,000 baht. The marketing mix decisions were also assessed to be at a high level, with Service processes and physical environment receiving the highest average scores. Similarly, the perception of the brand's personality was generally high, with personality abilities being rated the highest among respondents. Furthermore, consumers purchasing decisions were also assessed to be at a high level, with the Evaluation of alternatives being the most influential factor. Hypothesis testing confirmed that all aspects of the marketing mix and the perception of brand personality significantly impacted consumers' purchasing decisions at the 0.05 level.
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