The Impact of 7ps Marketing Strategy on Brand Equity of Vinda Tissue Paper in Thailand

Abstract

This study investigated the impact of the 7Ps marketing strategy (Product, Price, Place, Promotion, People, Physical Evidence, and Process) on brand equity of Vinda tissue paper in Thailand, with consumer satisfaction as the mediating variable. A cross-sectional quantitative research design was employed, using a structured questionnaire to collect data from 225 Thai consumers who had purchased Vinda products within the past six months. Data were analyzed using Structural Equation Modeling (SEM) with Confirmatory Factor Analysis (CFA), model fit assessment, and bootstrap mediation testing. The findings reveal three key insights: 1) Product Strategy, Promotion Strategy, and People Strategy have significant direct positive effects on brand equity, and these effects are partially mediated by consumer satisfaction.2) Price Strategy, Place Strategy, Physical Evidence Strategy, and Process Strategy do not have significant direct effects on brand equity; however, they exert significant indirect effects through consumer satisfaction, indicating full mediation. 3) Consumer satisfaction emerged as the strongest predictor of brand equity (β = 0.42, p < 0.001), confirming its critical mediating role. All seven hypotheses (H1-H7) were supported either through direct or indirect pathways. The model demonstrated good fit (CMIN/DF = 2.34, CFI = 0.95, TLI = 0.94, RMSEA = 0.064). These insights are valuable for marketing managers and brand strategists aiming to enhance brand equity in emerging markets. Recommendations include prioritizing product quality, promotional communication, and people training as direct brand-building drivers, while ensuring that pricing, distribution, packaging, and operational processes are optimized to enhance consumer satisfaction, which in turn builds brand equity.

Keywords: 7Ps marketing strategy, consumer satisfaction, brand equity, Vinda tissue paper, Thai consumer market