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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/2600

Title: Factors positively affecting beer A’s brand preference of customers in Bangkok
Authors: Sunkamol Khongsawatvorakul
Keywords: Brand Preference
Beer
Social Media
Bangkok
Issue Date: 2017
Publisher: Bangkok University
Abstract: The researcher studied the positive influence of beer characteristic, branding, beer types, situation appropriateness statements, packaging, social media, country of origin, and convenient and practical functions towards beer A’s brand preference of customers in Bangkok. The population of this study was people who were over 18 years of age and had experience in drinking beer for either once or on regular basis in Chatuchak, Wattana, and Bang Rak Districts in Bangkok. The sample of this research was 230 questionnaire respondents distributed at the Energy Complex Building, Emporium Office Building, and Sathon Square Building between the December 2016 and January 2017. The sample size was gathered using the non-probability sampling methods in terms of convenience sampling by collecting data only with respondents who were willing to cooperate with the researcher by completing the questionnaires. The data analyzed using descriptive statistics and multiple regression analysis were found that branding (β = 0.596) and social media (β = 0.197) were positively affected brand preference of the beer brand A’s consumers in Bangkok at .01 level of significant, explaining 49% of the influence towards brand preference of the customers. However, beer characteristic, beer types, situation appropriateness statements, packaging, social media, country of origin, and convenient and practical functions were not found to be significantly affected brand preference of beer brand A’s customers in Bangkok.
Description: Independent Study (M.B.A.)--Graduate School, Bangkok University, 2017
Advisor(s): Penjira Kanthawongs
URI: http://dspace.bu.ac.th/jspui/handle/123456789/2600
Appears in Collections:Independent Studies - Master
Independent Studies

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