Brand Value and Marketing Mix Factors Affecting Consumer Purchase Decisions at EVEANDBOY Store in Khon Kaen Province

Jaruporn  Boonyord; Naruchol  Thanachitchai; Sirinthorn  Eabsirimethi

ผู้แต่ง

Jaruporn Boonyord Nakhon Ratchasima College
Naruchol Thanachitchai Nakhon Ratchasima College
Sirinthorn Eabsirimethi Nakhon Ratchasima College

คำสำคัญ:

Brand Value, Marketing Mix, Purchase Decisions, EVEANDBOY

บทคัดย่อ

This research aimed to 1) study the level of opinions regarding brand value, marketing mix factors, and purchase decisions; 2) compare purchase decisions categorized by personal factors; and 3) study the influence of brand value and marketing mix factors on the purchase decisions of consumers at EVEANDBOY stores in Khon Kaen province. The sample consisted of 400 consumers who had used the EVEANDBOY stores in Kangsadal and CentralPlaza Khon Kaen. The research instrument was a questionnaire. Statistical analyses included mean analysis, standard deviation, t-test, One-way ANOVA, and Multiple Regression Analysis.

The research findings showed that: 1) Consumers had the highest overall opinion of brand value, with brand loyalty having the highest mean. Marketing mix factors and purchase decisions were at a high level. 2) Differences in personal factors such as age, marital status, education level, occupation, and income significantly influenced purchase decisions at the 0.05 statistical significance level. 3) Marketing mix factors such as price and distribution channels, and brand value factors such as brand perception and quality perception, significantly influenced purchase decisions. It significantly influenced the purchasing decision of the product at the 0.05 statistical significance level.

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