Perceived Brand equity Influencing Purchasing Decision-Making Process among Lingerie Consumers in Surat Thani Province
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Abstract
This research aimed to examine the level of consumers’ perceived brand equity of lingerie products in Surat Thani Province, to investigate the level of consumers’ purchasing decisions regarding lingerie products in Surat Thani Province, and to analyze the influence of perceived brand equity on the purchasing decision-making process for lingerie products among consumers in Surat Thani Province. This study employed a quantitative research approach. The sample consisted of 385 respondents who had purchased and used lingerie in Surat Thani Province. The sample size was determined using Cochran’s formula and the participants were selected using convenience sampling. Data were collected using a questionnaire and analyzed using frequency, percentage, mean, standard deviation, and multiple regression analysis. The findings revealed that 1) the overall level of perceived brand equity was at the highest level ( = 4.63). Among the dimensions, perceived quality had the highest mean score, followed by brand awareness, proprietary brand assets, brand loyalty, and brand association, respectively; 2) the overall purchasing decision-making process was at the highest level (
= 4.62). The highest mean score was observed in need recognition, followed by post-purchase behavior, purchase decision, evaluation of alternatives, and information search; and 3) the results of the multiple regression analysis indicated that all five dimensions of perceived brand equity, namely brand awareness, perceived quality, brand association, brand loyalty, and proprietary brand assets, significantly influenced the purchasing decision-making process at the .05 level. Collectively, these variables were able to predict 71 percent of the variance in the purchasing decision-making process. When considering each stage of the purchasing decision-making process, perceived brand equity explained the greatest variance in purchase decision (62%), followed by information search (60%), evaluation of alternatives (55%), post-purchase behavior (49%), and need recognition (44%). Perceived quality had the strongest influence on need recognition (β = .42).
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