Perception of Brand Image and Brand Value with Service Usage Laem Charoen Seafood of People in Chiang Mai Province

Abstract

The objectives of this research were 1) to study the perception of brand image on Laem Charoen Seafood among people in Chiang Mai Province, 2) to study the perception of brand equity on Laem Charoen Seafood among people in Chiang Mai Province, 3) to study the use of Laem Charoen Seafood services among people in Chiang Mai Province, and 4) to study relationships between brand image and brand equity perception on Laem Charoen Seafood among people in Chiang Mai Province. The questionairs was used as a research tool with 400 sampling, age over 20 years old and know Laem Charoen Seafood restaurant. The data was analysed by using frequency, mean, percentage and standard deviation and hypothesis testing with the correlation coefficient.

The results showed that 1) the first brand image perception of Laem Charoen Seafood is the product or service which was at a high level. 2) The first brand value perception of the Laem Charoen Seafood is the product quality which was at a highest level. 3) Most of sampling never been to the Laem Charoen Seafood restaurant because they normally cook at home and will definitely visit to the restuarant in the future. In other hand, those who have been to the restuarant said its products are good quality with reasonable price. The main purpose visiting the restuarant was for general occasions. Most information about Laem Charoen Seafood was advertising. People visited Laem Charoen Seafood restuarant once in a while and often with relatives the most. They spent at the restuarant was between 1,000 - 2,000 Baht. 4) The perception of brand image and brand equity on Laem Charoen Seafood among people in Chiang Mai province had relationships with statistically significance difference at 0.05 level.