Chulalongkorn University Theses and Dissertations (Chula ETD)

Other Title (Parallel Title in Other Language of ETD)


Year (A.D.)


Document Type

Independent Study

First Advisor

Ratidanai Hoonsawat


Faculty of Economics (คณะเศรษฐศาสตร์)

Degree Name

Master of Arts

Degree Level

Master's Degree

Degree Discipline

Business and Managerial Economics




The present study aims to assess the effect of integrated marketing communication (IMC) of 7-11 in Thailand to Thai customer purchasing, describe what factors consumers take into account in when making decisions when they purchase the 7-11 products and explain how IMC effects to the consumer decision especially sales promotion and personal selling. The lifestyle of people has changed nowadays, some people do not have much time to purchase so the convenience store becomes popular because it is easy to find the products and the service is fast. Due to the fact that 7-11 in Thailand is the most popular convenience store, so the researcher will focus on the success of 7-11 IMC strategies that is the key to winning the customer’s heart. To achieve this, the current study uses the online questionnaires, with the previous customers who have experience purchasing 7-11 in Thailand, in order to acquire an understanding of their attitudes towards 7-11 IMC. The study found that out of 18 IMC factors, there are 4 IMC factors from 2 different IMC category which have a significant influence on purchasing behavior; The Personal Selling IMC factors and the Sale Promotion IMC factors. However, the different IMC factors have a different impact on purchasing behavior and the result finding and are further made into important policy implications.

Included in

Economics Commons



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