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|Price awareness, social influence, sales promotion and brand awareness affecting purchase intention of cosmetic in Bangkok
|This independent study was aimed to explore price awareness, social influence, sales promotion and brand awareness affecting purchase intention of cosmetic in Bangkok. The survey questionnaire was used as an instrument for collecting the primary data. The sample size was 370 respondents in Bangkok. The statistics of data analysis were reliability analysis, descriptive statistical analysis, and multiple regression analysis. The results were found that the majority of respondents were females with 20-30 years of age. They were private enterprises employee and earned an average monthly income more than CNY 9,000. Most of them completed a bachelor’s degree. Based on the findings, the price awareness, social influence, sales promotion and brand awareness had influence on purchase intention of cosmetic in Bangkok.
|Independent Study (M.B.A)--Graduate School, Bangkok University, 2018
Brand name products
Cosmetics -- Purchasing
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|Independent Studies - Master
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