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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/2299

Title: Factors affecting purchase decision of Top three Tissue brands ( Kleenex , Scott and Cellox) of customers in Bangkok
Authors: Kanokwan Chowchote
Keywords: Tissue
Kleenex
Scott
Cellox
Bangkok Area
Issue Date: Jan-2017
Publisher: Bangkok University
Abstract: This research aim to study the factors affecting purchase decision of Top three Tissue brands ( Kleenex , Scott and Cellox) of customers in Bangkok. This research categorize from the most of brand of customer selecting, the market factors (Product , Price , Promotion, Place,Brand),the social and environmental factors (Eco-friendly, Recycle , Corporate social responsibility) personal factors (consumption behavior, consumer lifestyles and demographic information. They obtained using a questionnaire to collect data from a sample of 500 respondents conducted by the researchers and run data with SPSS by testing the reliability, used descriptive statistics in frequency and crosstabs and multinomial logistic regression under level of significant at 0.05 and hypothesis testing. The investigate or result are the majority of respondents chose Scott brand which contain 260 respondents (52%) , Kleenex brand 131 respondents (26.2%) and Cellox brand 109 respondents (21.8%) which most respondents are age 26 -35 years, gender is majority female , status is single , Level education is bachelor's degree , occupation is private company official ,revenue per month is below 15,000 baht and 25,000 – 35,000 baht .The hypothesis have been analyzed at significant level 0.05 of factors of product, price, recycle, corporate social responsibility,consumption behavior and Consumer lifestyles are factor effecting purchase decision.
Description: Independent Study(M.B.A)--Graduate School, Bangkok University,2016
Advisor(s): Sumas Wongsunopparat
URI: http://dspace.bu.ac.th/jspui/handle/123456789/2299
Appears in Collections:Independent Studies - Master

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