DSpace
 

DSpace at Bangkok University >
Graduate School >
Master Degree >
Independent Studies - Master >

Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/3706

Title: The Impact of Brand Awareness, Sales Promotion, Online Advertising, Product Attributes, on Chinese Tourist’s Intention to Buy Thai Instant Noodle
Authors: Weikai Liao
Keywords: Instant Noodle
Chinese
Brand Awareness
Online Advertising
Bangkok
Issue Date: 2019
Publisher: Bangkok University
Abstract: This independent study was aimed to explore the impact of brand awareness, sales promotion, online advertising, product attributes, on Chinese tourist’s intention to buy Thai instant noodle. The survey questionnaire was used as an instrument for collecting the primary data. The sample size was 190 Chinese tourists in Bangkok. The statistics of data analysis were reliability analysis, descriptive statistical analysis, and multiple regression analysis. The results were found that the majority of respondents were females with 20-30 years of age. They were students and earned an average monthly income less than CNY 3,000. Most of them completed a bachelor’s degree. Based on the findings, the product attributes, online advertising and brand awareness had influence while the sales promotion had no influence on Chinese tourist’s intention to buy Thai instant noodle.
Description: Independent Study (M.B.A.)--Graduate School, Bangkok University, 2018
Advisor(s): Kasemson Pipatsirisak
URI: http://dspace.bu.ac.th/jspui/handle/123456789/3706
Appears in Collections:Independent Studies - Master

Files in This Item:

File Description SizeFormat
weikai_liao.pdf2.96 MBAdobe PDFView/Open
View Statistics

Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.

 

  DSpace Software Copyright © 2002-2010  Duraspace - Feedback