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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/2166

Title: A Study of Key Influencing Factors on Customer's Brand Choice Decision of Fast Fashion Category in Bangkok Focusing on Top Three Brands: Zara, H&M and Uniqlo
Authors: Konwika Phochatan
Keywords: Fast Fashion, Marketing Mix, Brand Equity, Culture Factors, Social Factors, Personal Factors, Physiological Factors, Customer behaviour, CSR
Issue Date: 17-Dec-2016
Publisher: Bangkok University
Abstract: The research aims to study the influencing factors on consumer’s brand choice decision of fast fashion in order to understand what the major factor that impact on customers decisions the most. Especially, the understanding of how Marketing Mixed impact on customer’s satisfaction and purchasing decision. And secondly is to study how brand equity is influenced on sale, mainly focus on customer’s brand choices and market’s expansion. The survey questionnaires forms were distributed by online survey form since 15th April 2016 to 31st May 2016. According to data analysis most of fast fashion customers are aged between 21-30 years old and the significant factor that impact on their brand choice decision is only physical evidence that they experience directly with fast fashion brand in Bangkok.
Description: Independent Study (M.B.A.)--Graduate School, Bangkok University, 2016
Advisor(s): Sumas Wongsunopparat
URI: http://dspace.bu.ac.th/jspui/handle/123456789/2166
Appears in Collections:Independent Studies - Master

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