The Study Decisions and Satisfaction with Purchasing Brand Name Bags of Population in Bangkok Metropolitan

Abstract

                    The research objectives were twofold: first, to examine demographic factors like gender, education level, and average monthly income in relation to purchasing decisions and satisfaction with brand name bags among Bangkok consumers; and second, to analyze marketing mix factors such as brand name bag services, pricing, product range, and distribution channels in influencing these same variables. Through a quantitative approach employing a questionnaire distributed among 384 Bangkok residents who use brand name bags, the data was subjected to analysis using t-test statistics and One Way ANOVA.

                    The findings indicated that consumers overall exhibit a high level of engagement with brand name bags, particularly influenced by pricing. Satisfaction levels were also notably high. Additionally, demographic factors like gender, education level, and average monthly income significantly impact purchasing decisions and satisfaction levels, with statistical significance (p < .05). Moreover, the marketing mix elements including brand name bag services, pricing, product range, and distribution channels were found to significantly influence purchasing decisions and satisfaction levels of consumers, also with statistical significance (p < .05). Overall, the study highlights the intricate relationship between demographic characteristics, marketing mix factors, and consumer behavior concerning brand name bags in the context of Bangkok.