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|The Study of Perfume’s Purchase Criteria Comparing between Irregular and Regular Users of Customers in Bangkok
|The study is focus on study of perfume’s purchase criteria comparing between irregular and regular users of consumers in Bangkok by using a survey questionnaire to collect customer feedback. This study uses quantitative research and the result was show in Descriptive statistics to present the frequency results by percentage used to analyze the data for consumer in Bangkok area, Cross tabulation used to find the contingency to explain relationship of respondents with specific characteristic of the research, Factors that effect the purchasing decision of customer and Binary logistics regression analysis to test hypothesis.
The dependent variable is of perfume’s purchase criteria, and the independent variables which include brand, scents, packaging, perfume color, price, advertising, friend’s recommendation, social influence and lifestyle influence. The aim of study is to understand the perfume’s purchase criteria.
|Independent Study (M.B.A)--Graduate School, Bangkok University, 2019
Marketing -- Decision making
Perfumes -- Marketing
Perfumes -- Decision making
|Appears in Collections:
|Independent Studies - Master
Independent Studies - Master
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