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Title: | The Study of Factors Influencing Purchase Decision of Passenger Car in Thailand. |
Authors: | Yang Jiao |
Keywords: | passenger car in Thailand purchase decision product quality better fuel economy after sale service battery safety record promotion location brand image product design price warranty demographic lifestyle |
Issue Date: | 2015 |
Publisher: | Bangkok University |
Abstract: | The intention and reason for study is to find out that the internal of passenger automobiles’ factor that can impact on Thai customers’ purchase decision, so that can kindly know how to improve passenger itself to gain more trust that make customers to decide to purchase passenger automobile. The research objective of this study is to determine the relationship between customers’ purchase decision and the factors that may affect it. The factors include are product quality, better fuel economy, after sale service, battery safety record, promotion, location, brand image, product design, price, warranty, demographic lifestyle.
There is a low positive relationship between product quality, better fuel economy, after sale service, battery safety record, promotion, location, brand image, price, warranty, demographic lifestyle and purchase decision. And there is a medium positive relationship between product design and purchase decision. This means, the eleven factors, product quality, better fuel economy, after sale service, battery safety record, promotion, location, brand image, product design, price, warranty, demographic lifestyle can be developed to increase the level of purchase decision. |
Description: | Independent Study (M.Com.Arts)--Global Communications, Graduate School, Bangkok University, 2015 |
Advisor(s): | Sumas Wongsunopparat |
URI: | http://dspace.bu.ac.th/jspui/handle/123456789/1801 |
Appears in Collections: | Independent Studies - Master
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