Effects of Brand Image Factors towards Purchase Decisions on Consumer Goods of Bangkok Residents
Keywords:
Brand Image, Purchase Decisions, Consumer GoodsAbstract
The objectives of this study were to investigate the Brand Image affecting purchase decisions on consumer goods of Bangkok residents. Samples in this study were 400 Bangkok residents purchasing products on consumer goods. These samples were randomized by using accidental samplings. A questionnaire was used as the research instrument in this study. Statistics used in this study were means, standard deviation (SD), and multiple regression analysis. Results of this study revealed Brand Image affects purchase decisions on consumer goods of Bangkok residents with a statistical significance of 0.05, as follows brand image of benefit (b=0.355) satisfaction aspects (b=0.275) value (b=0.169) and quality (b=0.117), respectively. which the correlation coefficients were 0.585-0.834. The multiple correlation coefficient (R) was 0.818. The coefficient of determination (R2) showed the predictive power was 66.90% The multiple regression analysis equations were: = 0.582 + 0.332 (BB)* + 0.263 (BD)* + 0.176 (BS)* + 0.113 (BA)* Based on the results of this study, it was assumed that when Bangkok residents had brand images in whichever aspects (i.e. quality, benefits, value, and satisfaction aspects), they could correlate with their product purchase decisions. The entrepreneurs could implement the study results to develop their products further to meet the consumers’ needs.
References
Aker, D. A. (1996). Building strong brands. New York: Free Press.
Best, J. W. (1981). Research in Education. New Jersey: Prentice-Hall.
Chaivong, U. (2018). Marketing mix of service business and brand image that influenced the decision making of the customers in receiving a service of an auto repair service shop in Nan province [Master’s thesis]. Uttaradit Rajabhat University.
Cochran, W. G. (1977). Sampling techniques. 3rd ed.. New York: John Wiley & Sons.
Daniel, A. J., Parlyna, R., & Yusuf, M. (2021). The influence of promotion, brand image and brand awareness towards purchasing decision Janji Jiwa coffee. International Journal of Current Economics & Business Ventures, 1(2), 26-41.
Government Saving Bank Research. (2020). Modern trade. Retrieved July, 25, 2023, from https://www.gs bresearch.or.th/wp-content/uploads/detail.pdf.
Hidayah, E. N., & Rahmawan, G. (2021). The influence of product quality, price, product innovation and brand image on purchasing decisions of instan noodles in Indonesia. Journal of Research in Business, Economics, and Education, 3(1), 1564-1571.
Imsang, P. (2018). The influences of brand image and social value on consumer’s purchase intention of Uniqlo in Bangkok Freas [Master’s Thesis]. Bangkok University.
Jivcharoen, J. (2022). Effects on reference group, mood, and impulsive buying on purchase decisions of Bangkok citizens, purchasing products via Shopee application [Master’s Thesis]. Southeast Asia University.
Kaewtuptim, D. (2018). The effects of brand image and integrated marketing communication the purchase decision of drinking water among consumers in Bangkok [Master’s Thesis]. Rajamangala University of Technology Thanyaburi.
Kanjanakirithumrong, R. (2018). Brand image related to the decision to use AIS mobile network among teenagers in Songkhla province [Master’s Thesis]. Prince of Songkla University.
Likert, R. A. (1932). A technique for the measurement of attitudes. Archives of Psychology, 140, 5-53.
Panyatairat, P., & Boonyoo, T. (2022). Lifestyle and innovation affecting on consumers’ purchasing decisions for meal kit food of Bangkok Citizens in new normal era. Journal of Management Science Review, 24(1), 43-53.
Pelsmacker, P. D., Geuens, M., & Bergh, J. V. D. (2001). Marketing Communications: A European perspective. Harlow: Pearson Education Limited.
Phromros, N. (2022). Comparison shopping behavior between offline and online store before and during covid-19 pandemic situation [Master’s Thesis]. Mahidol University.
Rukkhachat, P. (2016). The effects of OTOP brand image and branding of spicy crispy shrimp chill paste product towards marketing factors of entrepreneurs in chon buri province [Master’s Thesis]. Burapha University.
Samridnan, S. (2018). The relation between brand image and buying behavior towards Korean cosmetics of consumers in Bangkok [Master’s Thesis]. Rajamangala Uniersity.
Sereewattana, N. (2020). Brand image, service quality and brand equity influencing on loyalty and buying decision on Thai-Denmark milk land product users in the Bangkok metropolitan area [Master’s Thesis]. Srinakharinwirot University.
Somanee, K. (2015). The influence of the advantage of franchisor justice, support and franchisor brand image on the success of the fresh roasted coffee franchise business in Thailand [Doctoral dissertation]. Ramkhamhaeng University.
Thaihan, K. (2018). The relationships between brand image, brand equity and brand loyalty of imported cosmetic in Muang district Surat Thani province [Master’s Thesis]. Suratthani Rajabhat University.
Thamwattanakul, M. (2022). Effect of product innovation and product quality toward purchase decisions of consumers’ dietary supplementary product consumption of health in Bangkok using the motivation as the mediated factors [Master’s Thesis]. Southeast Asia University.
Thananukulchai, S. (2011). Brand image affecting Consumers’ decision to buy used Japanese cars in Bangkok [Master’s Thesis]. Bangkok University.
Trade Policy and Strategy Office, Ministry of Commerce. (2021). Commerce reveals the results of the survey of people's purchasing behavior in line with the measures of the Ministry of Commerce that have been implemented continuously. Retrieved July 25, 2023, from https://www.price. moc.go.th/price/fileuploader/file_admin_sum/news_ survey-082564.pdf.
Tunpaiboon, N. (2022). Industry outlook 2023-2025 modern trade. Retrieved July 25, 2023, from https:// www.krungsri.com/getmedia/a5e922e8-8288-4432-bd68-97f1cc6a625d/IO_Modern_Trade_221228_TH_% 20EX.pdf.aspx
Wasutaprungsan, M. (2016). Factors influencing Bangkok consumer choice among brands of green tea beerage. [Master’s Thesis]. Thammasat University.
Yusuf, A. (2021). The influence of product innovation and brand image on customer purchase decision on oppo smartphone products in south Tangerang city. Budapest International Research and Critics Institute-Journal, 4(1), 472-481.
