A Study of Consumer Choice Decision in Shopping at Community Mall among K-Village,J-Avenue and Rainhill on Sukhumvit Road,Thailand

Abstract

The purposes of this study is to study choice decisions in Shopping at Community Mall among K-Village, J- Avenue and Rain Hill on Sukhumvit Road, Thailand. The researcher used a quantitative research based on the concept of marketing mix 7Ps, brand equity, customer behavior and lifestyle which gathered sample from the customer of K- Village, J –Avenue and Rain Hill located on Sukhumvit road, 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 7Ps, brand equity and customer behavior. The result in each aspect significantly influences choice decisions choice decisions in Shopping at Community Mall among K-Village, J- Avenue and Rain Hill on Sukhumvit Road, Thailand.