The Impact of Brand Awareness, Consumer Lifestyle, and Service Quality Factors towards Consumer Buying Behavior: A Case Study of the Hospitality Industry in Bangkok.

Abstract

This research aims to explore the impact of Brand Awareness, Consumer Lifestyle, and Service Quality on consumer buying behavior within the hospitality industry in Bangkok. The study investigates how these three independent variables influence consumer decisions, loyalty, and purchasing patterns. The sub-variables under Brand Awareness include recognition, recall, and perceived brand image. For Consumer Lifestyle, factors such as growth, quality, and innovation were examined in relation to consumer preferences and buying decisions. Service Quality was analyzed through aspects like buying patterns, customer service, and public perception. A quantitative research approach was used, with data collected from 328 respondents residing in Bangkok via a structured questionnaire distributed through online platforms. The study employed descriptive and inferential statistical methods to analyze the collected data. The findings indicate that all three independent variables - Brand Awareness, Consumer Lifestyle, and Service Quality - significantly affect consumer buying behavior. The results highlight the importance of these factors in shaping consumer loyalty, repurchase intentions, and the overall purchasing experience in the hospitality sector. This study provides valuable insights for businesses aiming to enhance their marketing strategies and improve customer satisfaction in the competitive hospitality industry in Bangkok.