• จุฑามาศ เต็มใจรัก
  • วิโรจน์ สุทธิสีมา
Keywords: Image, Perception, Attitude, Product Using Behavior



This study on perception, attitude, and using behavior of Under Armour Brand in Bangkok aims to study using behavior of Under Armour Brand as well as to study attitude and perception of product users towards image of Under Armour Brand. The samples were obtained by using accidental sampling or Convenience Sampling because this research aims to study the group of users of Under Armour Brand based on the followers of Under Armour Thailand Page in the quantity of 9,714,994 persons consisted of both users and persons interested in Under Armour Brand. These samples were collectively called as the group of users in this research. Subsequently, the sample size was calculated by using the formula of Yamanae (1973) to obtain the sample size of 400 samples for data collection. Research tool for data collection was questionnaire. Data analysis was transformed as statistics including percentage, mean, and Standard Deviation. Statistic used in hypothesis testing was Pearson’s Correlation Coefficient.

The results revealed the most respondents were male with the age ranged from 31 – 35 years. They worked as employees of some private companies with average income ranged from 15,001 – 30,000 baht. The results on product using behavior revealed that persons influencing on buying decision were themselves and most of them perceived information and news on products via internet with frequency of product buying ranged from 7 – 9 pieces per month and average expenses ranged from 1,501 – 2,000 baht. Consumers preferred running shoes and training shoes. Their reasons for buying products were design as the highest level followed by durability.  From brand’s communication, most people had positive perception and attitude towards image of Under Armour Brand in the highest level. For perception, respondents had the highest level of agreement with brand positioning. For attitude, they had the highest level of agreement on product features when they thought of Under Armour Brand.

Education Humanities and Social Science Articles