Factors Effecting Online Media Consumption and The Awareness of Retail Banking Advisory Service of Salary Man In Bangkok

Case Study K-Expert

Abstract

                   The purpose of this research study is to study and to understand the behavior of target group, employee or Salaryman in Bangkok area, toward the use of online media related to advisory services from retail banking by comparing demographic profile. The goal is to understand whether there is any difference in term of accepting the online media among target group or not. The result will be used to improve and to formulate better marketing strategy and plan including promotion in order to catch attention of target group, employee or Salaryman in Bangkok area. The case study focus on the awareness of products and services of K-Expert from Kasikorn Bank among target group. Questionnaire was used as a tool to collect necessary information from 400 respondents focusing on gender, age, occupation, education level and income level. In order to understand whether there is any different in online media consumption from demographic factors whether there is any significant different, 0.05