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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/3752

Title: Price Awareness, Social Influence, Sales Promotion and Brand Awareness Affecting Purchase Intention of Cosmetic in Bangkok
Authors: SUXINHE
Keywords: Cosmetic
Price Awareness
Social Influence
Sales Promotion
Issue Date: 25-Jan-2019
Publisher: Bangkok University
Abstract: 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.
Description: Independent Study (M.B.A)--Graduate School, Bangkok University, 2018
Advisor(s): Kasemson Pipatsirisak
URI: http://dspace.bu.ac.th/jspui/handle/123456789/3752
Appears in Collections:Independent Studies - Master

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