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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/4354

Title: A Study of Mall Choice Decision focusing on Siam Paragon, Terminal 21, and Central World, Bangkok, Thailand
Authors: Mengxaun Guo
Keywords: Shopping mall
Choice decisions
Marketing mix
Brand equity
Issue Date: 2020
Publisher: Bangkok University
Abstract: The purpose of this study is to study mall choice decisions focusing on Siam Paragon, Terminal 21 and Central World, Bangkok, Thailand. The researcher used a quantitative research based on the following choice criteria including the concept of marketing mix 7Ps, brand equity, customer behavior and lifestyle. Sample data are gathered from the visitors/shoppers of Siam Paragon, Terminal 21 and Central World using online Google - form questionnaire as a tool to collect all data randomly. Multinomial logistic regression is used to test all hypotheses. The result showed the following significant influential factors including marketing mix 7Ps, brand equity, customer behavior and lifestyle.
Description: Independent Study (M.B.A)--Graduate School, Bangkok University, 2019
Subjects: Department stores
Siam Paragon -- Decision making
Siam Paragon -- Case studies
Advisor(s): Sumas Wongsunopparat
URI: http://dspace.bu.ac.th/jspui/handle/123456789/4354
Appears in Collections:Independent Studies - Master
Independent Studies

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