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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/3701

Title: The Effect Of Brand Image, Product Quality and Sale Promotion to Thai Consumers Decesions to Purchase Korean Brand Cosmetics in Bangkok District
Authors: Hsi Thu Pyae Sone
Keywords: Korean Brand Cosmetics
Decision Making
Brand Image
Product Quality
Sales Promotion
Issue Date: 2019
Publisher: Bangkok University
Abstract: This research aimed to identify factors that have effect on Thai consumers decisions to purchase Korean brand cosmetics in Bangkok District. Based on findings of former researchers, brand image, product quality and sales promotion were chosen. A quantitative approach was deployed. Opinions of 160 local people in Bangkok District in 2018 were collected by questionnaire. Statistical techniques for data analysis included descriptive and inferential statistics which were mean, standard deviation, and multiple regression analysis. The hypotheses were tested at the significant level of 0.05. The findings were shown that among three factors, product quality effect to Thai consumers decisions to purchase Korea brand cosmetics in Bangkok district.
Description: Independent Study (M.B.A.)--Graduate School Bangkok University, 2018
Subjects: Cosmetics
Cosmetics -- Decision making
Brand name products
Brand choice
Brand loyalty
Advisor(s): Kasemson Pipatsirisak
URI: http://dspace.bu.ac.th/jspui/handle/123456789/3701
Appears in Collections:Independent Studies - Master
Independent Studies

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