Reference Group and Brand Equity Influencing the Decision to Purchase Gaming Gear Logitech Gaming Brand of Thai Customers

Abstract

This Independent study is objective for (1) To study demographic factor influencing the decision to purchase gaming gear Logitech-Gaming brand of Thai customers (2) To study the preference group influenced the decision to purchase gaming gear Logitech-Gaming brand of Thai customers. And (3) to study brand equity factors influenced the decision to purchase gaming gear Logitech-Gaming brand of Thai customers. The population used in the research is customer that decision to purchase gaming gear Logitech-Gaming brand of Thai customers. The Nonprobability sampling by convenience Sampling.  The researchers use the questionnaire as a tool to store data from a sample group. Number of 400 people data analysis uses descriptive statistics, including frequency, percentage, mean, and standard deviation, and uses of the inferential statistics, including Independent Sample t-test F-test and multiple regression analysis.

The research found that

1) The demographic factors of Thai customers, which were gender age, marital status, education, career and average monthly income had not different affect decision to purchase gaming gear Logitech-Gaming brand of Thai customers. It had statistical significance level of .05

2) The preference group such as family’s member, themselves, celebrity and expert influencer led to purchase decision of gaming gear Logitech-Gaming brand of Thai customers had the statistical significance of 0.05 It had the statistical power of 22.4%.

3) The brand equity including brand perceived quality, brand association and brand loyalty led to purchase decision of gaming gear Logitech-Gaming brand of Thai customers. It had statistical significance level of .05 It had the statistical power of 71.8%