รูปแบบคุณค่าตราสินค้าที่มีอิทธิพลต่อพฤติกรรมการซื้อผลิตภัณฑ์เครื่องสำอางในประเทศไทย

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หัวข้อวิทยานิพนธ์:
Project Title:
รูปแบบคุณค่าตราสินค้าที่มีอิทธิพลต่อพฤติกรรมการซื้อผลิตภัณฑ์เครื่องสำอางในประเทศไทย
Brand Equity Model Affecting Buying Behavior of Cosmetic Products in Thailand
ชื่อนักศึกษา:
Author:
นางสาววัชราภรณ์ ตั้งประดิษฐ์
Ms. Watcharaphom Tungpradit
อาจารย์ที่ปรึกษา:
Advisor:
รองศาสตราจารย์ ดร.ภคพล อนุฤทธิ์
Associate Professor Dr.Pacapol Anurit
ระดับการศึกษา:
Degree:
บริหารธุรกิจดุษฎีบัณฑิต (บธ.ด.)
Doctor of Business Administration
สาขาวิชา:
Major:
การตลาด
Marketing
คณะ:
Faculty:
บัณฑิตวิทยาลัย
Graduate Schools
ปีการศึกษา:
Academic year:
2560
2017

การอ้างอิง/citation

วัชราภรณ์ ตั้งประดิษฐ์. (2560). รูปแบบคุณค่าตราสินค้าที่มีอิทธิพลต่อพฤติกรรมการซื้อผลิตภัณฑ์เครื่องสำอางในประเทศไทย. (วิทยานิพนธ์ปรัชญาดุษฎีบัณฑิต). กรุงเทพฯ: บัณฑิตวิทยาลัย มหาวิทยาลัยสยาม.


บทคัดย่อ

ทททททททททททททททททททททททททททททททททททททททททททททททททททททททททททท

คำสำคัญ: ทททททททททททททททททท


Abstract

The research aimed to study attitude and buying behavior of cosmetic products in Thailand and to study the factors which affected buying behavior of cosmetic products and discover the model of brand equity affecting buying behavior of cosmetic products in Thailand.

The research methodology was the questionnaire for quantitative method by collecting data from 415 end-users of facial care cosmetic products in Thailand. The researcher separated the channel of distributions into four groups were as follows: Department store group was composed of retail cosmetic counter and hyper/supermarket, retail store group was composed of cosmetic store, drug store and convenience store, networking marketing group was composed of single marketing agent and multi-level marketing agent, Online marketing group was composed of website/online store and online store agent. For qualitative method, the researcher conducted in­depth interview with the key info1mants who were end-user of cosmetic products, administrator of food and drug administration and entrepreneur of cosmetic brands in Thailand. The data were collected using descriptive statistics as follows: frequency distribution, percentage, arithmetic mean, standard deviation and analysis of structural equation model.

The result of the study showed that most of the samples were female, aged 25-29 years old, graduated bachelor degree. They bought skin care products by themselves from hyper/supermarket that were 1,00 1-2,000 baths per month. The samples applied facial care products for skin care, protect and treatment skin every day.

The outcome of the quantitative research yielded that the theoretical model was compatible with the empirical model (Chi-square/df = 1.161 p = 0.179 GFI = 0.98). This also provides finding for the following hypotheses: Hypothesis 1: Brand personality was the direct effect on brand equity with the influential coefficient of 0.12. Hypothesis 2: Brand image was the direct influence on brand equity with the influential coefficient of 0.74. Hypothesis 3: Brand equity was direct effect on buying behavior with the influential coefficient of 0.34. Hypothesis 4: Brand personality was direct effect on buying behavior with the influential coefficient of 0.08. Hypothesis 5: Brand image was direct effect on buying behavior with the influential coefficient of 0.40. Moreover, the qualitative and quantitative research finding concluded that brand personality and brand image built brand equity which had an influence on buying behavior of cosmetic products in Thailand.

The suggestion for development of brand equity model affecting long term buying behavior of cosmetic products in Thailand devised from multiple regression analysis to graph for increase of buying behavior that was affected by brand personality and brand image. It was suggested that, entrepreneur of cosmetic brands should build brand personality and brand image for brand equity model affecting long term buying behavior of cosmetic products in Thailand.

 


รูปแบบคุณค่าตราสินค้าที่มีอิทธิพลต่อพฤติกรรมการซื้อผลิตภัณฑ์เครื่องสำอางในประเทศไทย / Brand Equity Model Affecting Buying Behavior of Cosmetic Products in Thailand

Doctor of Business Administration in Marketing, Siam University, Bangkok, Thailand

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