|
|
DSpace at Bangkok University >
Graduate School >
Master Degree >
Independent Studies - Master >
Please use this identifier to cite or link to this item:
http://dspace.bu.ac.th/jspui/handle/123456789/2165
|
| Title: | A Study Of Consumer Brand Choice Decision In Carbonated Soft Drinks In Particular Pepsi, Coke And Est (Top 3 Brands) In Bangkok, Thailand |
| Authors: | Sonam Kumari |
| Keywords: | Carbonated soft drinks, Brand preference, Brand Choice decisions, Demographics, Marketing mix(4P’s), Brand effects, Brand awareness, Brand identity, Brand personality, Brand loyalty, Brand relevance, Cultural Factors, Social Factors, Personal Factors, Psychological Factors, Consumer Behavior |
| Issue Date: | 2016 |
| Publisher: | Bangkok University |
| Abstract: | The purpose of this study is to study Consumer brand choice decision in
carbonated soft drinks in particular Pepsi, Coke and Est (top 3 brands) in Bangkok,
Thailand. The researcher used a quantitative research based on the concept of
marketing mix 4Ps, brand effects, consumer behavior and demographics which
gathered sample from the consumers of Pepsi, Coke and Est in Bangkok, Thailand by
using the questionnaire as a tool to collect all data. The questionnaire has been
surveyed within two significant aspects which are content validity and reliability. The
statistic methods were classified with multinomial logistic regression and cross
tabulation for hypothesis testing process which the result showed all influenced
factors including marketing mix 4Ps, brand effects, consumer behavior and
demographics. The result in each aspect significantly influences consumer brand
choice decision in carbonated soft drinks in particular Pepsi, Coke and Est (top 3
brands) in Bangkok, Thailand |
| Description: | Independent Study(M.B.A)--Graduate School, Bangkok University,2016 |
| Advisor(s): | Sumas Wongsunopparat |
| URI: | http://dspace.bu.ac.th/jspui/handle/123456789/2165 |
| Appears in Collections: | Independent Studies - Master
|
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.
|
