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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/1971

Title: Factors Influencing Consumer Brand Choice of Top 3 Taxi Booking Mobile Applications in Bangkok: Uber, GrabTaxi and Easy Taxi
Authors: Watchareebhorn Sakunlertvattana
Keywords: Brand choice
Taxi booking
Easy taxi
Mobile applications
Issue Date: 26-Jul-2016
Publisher: Bangkok University
Abstract: Taxis are the popular transportation in Bangkok because travelling by taxi is very convenient and also time-saving in some scenario compare with other public transportation. On the other hand, travelling by taxi also found a lot of problem as well. In recent year, people use more of smart phone and electronic gadget. Smart phone and mobile application technology is growing up more popular in Thailand. The E-hailing innovation came to take part in taxi industry and it works very well in Bangkok. But the question is what are the factors that influence people to make decision on brand choice? This paper proposes a framework of factors influencing consumer brand choice of top 3 taxi booking mobile applications in Bangkok: Uber, GrabTaxi and Easy Taxi. This research is conducted to show the relationship between influential factor and consumer brand choice. The research analysis is based on qualified 400 questionnaires that were collected from October, 2015 until January, 2016 by random population who experience this E-hailing service of Uber, GrabTaxi and Easy Taxi in Bangkok. According to the objective of this research, the research focuses on the result of the factors that influence people to make decision on brand choice. The result has been gathered from the questionnaires done by the people who use service from one of three taxi apps’ brand. The following is the study of relationship between marketing mix, mobile apps, brand, consumer behavior and consumer brand choice of top three taxi booking apps. Furthermore, business people, firms, developer, and marketing expert can enhance more effectiveness of consumers need, increase customer base and grow the business in this industry using marketing strategies to fulfill consumers’ need.
Description: Independent Study (M.B.A)--Graduate School, Bangkok University, 2016
Advisor(s): Sumas Wongsunopparat
URI: http://dspace.bu.ac.th/jspui/handle/123456789/1971
Appears in Collections:Independent Studies - Master

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