Brand Equity and Service Marketing Mix Factor Influencing the Decision to Purchase Oriental Princess of Consumer in Bangkok

Abstract

This independent study has objectives to study: (1) demographic factors influencing the decision to purchase Oriental Princess of consumer in Bangkok  (2) brand equity factors influencing the decision to purchase Oriental Princess of consumer in Bangkok  (3) service marketing mix factors influencing the decision to purchase Oriental Princess of consumer in Bangkok. The population in this research is consumer who used to purchase Oriental Princess in Bangkok. The non-probability sampling by purposive sampling is used on this study.  The researchers use the questionnaire as a tool to gather data from a sample group. 400 sets of data were analyzed by using descriptive statistics, including frequency, percentage, mean, and standard deviation, and using the inferential statistics, including independent sample t-test, F-test and multiple regression analysis.

This research reveals that the majority of survey respondents are female, the age of 21-30 years old, earn a bachelor's degree, have the married status, work for private companies, and have the average income of 20,001 – 30,000 baht a month. The respondents rate brand equity factors as the highest level, service marketing mix as the high level and decision to purchase Oriental Princess as the highest level.

The results of hypothesis testing show that (1) Demographic factors of consumer in Bangkok, which were gender, marital status, career, and average monthly income, have different effect on decision to purchase Oriental Princess with the statistical significance level of 0.05. (2) Brand equity factors, which are brand awareness and brand loyalty, influence the decision to purchase Oriental Princess of consumer in Bangkok with the statistical significance level of 0.05 and the predictive power of 67.10 (3) Service marketing mix factors, which are product, price, place, promotion, and physical evidence, influence the decision to purchase Oriental Princess of consumer in Bangkok with the statistical significance level of 0.05 and the predictive power of 70.70.