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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/2087

Title: Factors Influencing Customer Doughnut Brand Choice Decision in Thailand, Focusing on Mister Donut, Dunkin' Donuts and Krispy Kreme Doughnuts
Authors: Haoqiang Zhu
Keywords: Doughnut Brands
Customer Brand Choice Decision
7 Ps Marketing Mix
Brand Equity
Customer Purchase Behavior Determinants
Issue Date: 2016
Publisher: Bangkok University
Abstract: This research is to investigate whether and how “7Ps marketing mix” elements, “brand equity” elements and “customer purchase behavior determinant” elements influence customer doughnut brand choice decision in Thailand, focusing on Mister Donut, Dunkin’ Donuts and Krispy Kreme Doughnut, meanwhile, the differences among these three brands and the key success factor of Krispy Kreme Doughnuts were studied by the author. This study is a quantitative research and survey strategy was selected by the author. Data was collected randomly online through 406 valid questionnaires and cross tabulation and multinomial logistic regression were used for data analysis. The result of the study is all of the investigating factors, product, price, place, promotion, people/personnel, process, physical environment, brand equity and customer purchase behavior determinants has positively influence on customer doughnut brand choice decision in Thailand, and some specifications of each factors are found significant. Finally, some results are significant while comparing among these three brands.
Description: Idenpendent Study (M.B.A.)--Graduate School, Bangkok University, 2016
Advisor(s): Sumas Wongsunopparat
URI: http://dspace.bu.ac.th/jspui/handle/123456789/2087
Appears in Collections:Independent Studies - Master

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