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Title: | A Study of Key Influencing Factors on Customer's Brand Choice Decision of Fast Fashion Category in Bangkok Focusing on Top Three Brands: Zara, H&M and Uniqlo |
Authors: | Konwika Phochatan |
Keywords: | Fast Fashion, Marketing Mix, Brand Equity, Culture Factors, Social Factors, Personal Factors, Physiological Factors, Customer behaviour, CSR |
Issue Date: | 2016 |
Publisher: | Bangkok University |
Abstract: | The research aims to study the influencing factors on consumer’s brand choice
decision of fast fashion in order to understand what the major factor that impact on
customers decisions the most. Especially, the understanding of how Marketing Mixed
impact on customer’s satisfaction and purchasing decision. And secondly is to study
how brand equity is influenced on sale, mainly focus on customer’s brand choices and
market’s expansion. The survey questionnaires forms were distributed by online
survey form since 15th April 2016 to 31st May 2016. According to data analysis most
of fast fashion customers are aged between 21-30 years old and the significant factor
that impact on their brand choice decision is only physical evidence that they
experience directly with fast fashion brand in Bangkok. |
Description: | Independent Study (M.B.A.)--Graduate School, Bangkok University, 2016 |
Advisor(s): | Sumas Wongsunopparat |
URI: | http://dspace.bu.ac.th/jspui/handle/123456789/2166 |
Appears in Collections: | Independent Studies - Master
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