A Study of Mall Choice Decision focusing on Siam Paragon, Terminal 21, and Central World, Bangkok, Thailand

Abstract

The purpose of this study is to study mall choice decisions focusing on Siam Paragon, Terminal 21 and Central World, Bangkok, Thailand. The researcher used a quantitative research based on the following choice criteria including the concept of marketing mix 7Ps, brand equity, customer behavior and lifestyle. Sample data are gathered from the visitors/shoppers of Siam Paragon, Terminal 21 and Central World using online Google - form questionnaire as a tool to collect all data randomly. Multinomial logistic regression is used to test all hypotheses. The result showed the following significant influential factors including marketing mix 7Ps, brand equity, customer behavior and lifestyle.