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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/3782

Title: The relationship between social influence,product attributes,perceived price, brand trust and intention of Chinese people to purchase Thai rice
Authors: Liyuan Chen
Keywords: Thai Rice
Product Attributes
Brand Trust
Social Influence
Issue Date: 2019
Publisher: Bangkok University
Abstract: This independent study was aimed to explore the relationship between social influence, product attributes, perceived price, brand trust and intention of Chinese people to purchase Thai rice. The survey questionnaire was used as an instrument for collecting the primary data. The sample size was 152 Chinese in Kunming City, China. 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 employees and earned an average monthly income CNY 3,001-5000. Most of them completed bachelor’s degrees. Based on the findings, the social influence, product attributes and brand trust had influence while the perceived price had no influence on intention of Chinese people to purchase Thai rice.
Description: Independent Study (M.B.A)--Graduate School, Bangkok University, 2018
Subjects: Rice
Rice trade
Brand name products
Brand choice
Brand loyalty
Advisor(s): Kasemson Pipatsirisak
URI: http://dspace.bu.ac.th/jspui/handle/123456789/3782
Appears in Collections:Independent Studies - Master
Independent Studies

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