MARKETING MIX AND CONSUMER BUYING BEHAVIOR AFFECTING NUT WALKER BRAND EQUITY: A CASE STUDY OF HERITAGE FOODS CO., LTD.

Abstract

The objectives of this study were to comparative marketing mix factors and consumer buying behaviors that affect Nut Walker brand equity in the countries of Thailand and China. The data was collected in Thailand and China for each 200 consumers. The study found that influenced satisfaction of marketing mix that affect the brand equity the result in Thailand found that consumers’ satisfaction in product and promotion influenced the brand equity, while in China found that consumers’ satisfaction in product, price, place, and promotion influenced the brand equity at the significant level of 0.05.  In addition, Thais’ purchasing behaviors in terms of frequency, the amount of purchase, and locations rate the level of brand equity differently, while Chinese’  purchasing behaviors in terms of frequency, the amount of purchase, and buying occasions rate the level of brand equity differently at the significant level of 0.05

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