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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/2165

Title: A Study Of Consumer Brand Choice Decision In Carbonated Soft Drinks In Particular Pepsi, Coke And Est (Top 3 Brands) In Bangkok, Thailand
Authors: Sonam Kumari
Keywords: Carbonated soft drinks, Brand preference, Brand Choice decisions, Demographics, Marketing mix(4P’s), Brand effects, Brand awareness, Brand identity, Brand personality, Brand loyalty, Brand relevance, Cultural Factors, Social Factors, Personal Factors, Psychological Factors, Consumer Behavior
Issue Date: 17-Dec-2016
Publisher: Bangkok University
Abstract: The purpose of this study is to study Consumer brand choice decision in carbonated soft drinks in particular Pepsi, Coke and Est (top 3 brands) in Bangkok, Thailand. The researcher used a quantitative research based on the concept of marketing mix 4Ps, brand effects, consumer behavior and demographics which gathered sample from the consumers of Pepsi, Coke and Est in Bangkok, Thailand by using the questionnaire as a tool to collect all data. The questionnaire has been surveyed within two significant aspects which are content validity and reliability. The statistic methods were classified with multinomial logistic regression and cross tabulation for hypothesis testing process which the result showed all influenced factors including marketing mix 4Ps, brand effects, consumer behavior and demographics. The result in each aspect significantly influences consumer brand choice decision in carbonated soft drinks in particular Pepsi, Coke and Est (top 3 brands) in Bangkok, Thailand
Description: Independent Study(M.B.A)--Graduate School, Bangkok University,2016
Advisor(s): Sumas Wongsunopparat
URI: http://dspace.bu.ac.th/jspui/handle/123456789/2165
Appears in Collections:Independent Studies - Master

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