Influence and Consumer Perception of Marketing Communication: A Case Study of MK Suki and Suki Teenoi

Abstract

The purposes of this research were 1. to compare consumer perception of marketing communication strategies between MK Suki and Suki Teenoi; 2. to compare consumer behavior, satisfaction, and repurchase intention of the customers based on demographic factors and; 3. to compare consumer behavior, satisfaction, and repurchase intention based on different levels of marketing communication perception. The sample consisted of 400 consumers in the Bangkok Metropolitan Region who had experienced both brands. Data were collected through purposive and snowball sampling using a 5-level Likert scale questionnaire. Descriptive statistics and One-way Analysis of Variance (ANOVA), Independent T-Test and Post Hoc Test were employed for data analysis at a 0.05 significance level.

The research results revealed that 1. The research results revealed that consumers perceived the marketing communication strategies of both brands similarly, with both MK Suki and Suki Teenoi achieving the highest perception scores in personal selling.  2. Demographic factors, including age, education, and income, led to significant differences in consumer behavior, satisfaction, and repurchase intention for both brands. However, gender only resulted in significant differences for MK Suki, whereas it did not affect the outcomes for Suki Teenoi, reflecting the effectiveness of its gender-neutral value strategy. 3. Different levels of marketing communication perception significantly influenced consumer behavior, satisfaction, and repurchase intention across all dimensions. MK Suki achieved higher overall satisfaction than Suki Teenoi due to its clearly defined service quality standards, which fostered long-term consumer trust.