Chulalongkorn University Theses and Dissertations (Chula ETD)
Other Title (Parallel Title in Other Language of ETD)
ปัจจัยด้านส่วนประสมการตลาดและคุณค่าตราสินค้าที่ส่งผลต่อกระบวนการตัดสินใจซื้อตราสินค้าหัวเว่ยของผู้บริโภคในเขตกรุงเทพมหานคร
Year (A.D.)
2021
Document Type
Independent Study
First Advisor
Nipit Wongpunya
Faculty/College
Faculty of Economics (คณะเศรษฐศาสตร์)
Degree Name
Master of Arts
Degree Level
Master's Degree
Degree Discipline
Business and Managerial Economics
DOI
10.58837/CHULA.IS.2021.10
Abstract
This study aims to evaluate the effects of Marketing Mix factors and Brand Equity factors on Huawei Brand's Consumer Purchasing Decision Process in Bangkok. It uses questionnaires to collect data from a sample group of 400 people using Huawei products in Bangkok from 2019 to 2022 via the Google form platform. and use statistical methods to analyze and test the hypothesis. It finds under marketing mix that respondents pay most attention to product, followed by place, price, and promotion respectively. However, under the brand equity that respondents pay most attention to brand awareness, followed by brand association, brand loyalty, and perceived quality respectively.
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Recommended Citation
Uksornsuwan, Pakapol, "The effects of Marketing Mix Factors and Brand Equity Factors on Huawei Brand's Consumer Purchasing Decision Process in Bangkok" (2021). Chulalongkorn University Theses and Dissertations (Chula ETD). 7626.
https://digital.car.chula.ac.th/chulaetd/7626