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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/1801

Title: The Study of Factors Influencing Purchase Decision of Passenger Car in Thailand.
Authors: Yang Jiao
Keywords: passenger car in Thailand
purchase decision
product quality
better fuel economy
after sale service
battery safety record
promotion
location
brand image
product design
price
warranty
demographic lifestyle
Issue Date: 2015
Publisher: Bangkok University
Abstract: The intention and reason for study is to find out that the internal of passenger automobiles’ factor that can impact on Thai customers’ purchase decision, so that can kindly know how to improve passenger itself to gain more trust that make customers to decide to purchase passenger automobile. The research objective of this study is to determine the relationship between customers’ purchase decision and the factors that may affect it. The factors include are product quality, better fuel economy, after sale service, battery safety record, promotion, location, brand image, product design, price, warranty, demographic lifestyle. There is a low positive relationship between product quality, better fuel economy, after sale service, battery safety record, promotion, location, brand image, price, warranty, demographic lifestyle and purchase decision. And there is a medium positive relationship between product design and purchase decision. This means, the eleven factors, product quality, better fuel economy, after sale service, battery safety record, promotion, location, brand image, product design, price, warranty, demographic lifestyle can be developed to increase the level of purchase decision.
Description: Independent Study (M.Com.Arts)--Global Communications, Graduate School, Bangkok University, 2015
Advisor(s): Sumas Wongsunopparat
URI: http://dspace.bu.ac.th/jspui/handle/123456789/1801
Appears in Collections:Independent Studies - Master

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