Please use this identifier to cite or link to this item: https://publication.npru.ac.th/jspui/handle/123456789/1414
Title: Factors Brand Value Influencing Consumers Purchase Decision of Housing Project in Nakhonpathom province
Other Titles: ปัจจัยคุณค่าตราสินค้าที่ส่งผลต่อการตัดสินใจซื้อบ้านจัดสรรของผู้บริโภคในจังหวัดนครปฐม
Authors: Wandee, Thidarut
Tanyong, Pongsan
Klaychanpong, Hansa
Keywords: Brand Value
Consumers Purchase Decision of Housing Project
Issue Date: 8-Jul-2021
Publisher: The 13th NPRU National Academic Conference Nakhon Pathom Rajabhat University
Abstract: The objectives of this research to study were 1) level of brand value of purchase decision of housing project, 2) brand value influencing consumers purchase decision of housing project in Nakhonpathom province. The sample used for this research was 305 consumers who purchase decision of housing project in Nakhonpathom province. The statistics used for this research was frequency, percentage, mean, standard deviation, t-test, one-way ANOVA and Stepwise Multiple regression analysis. This research was quantitative research. The results showed that level of brand value of purchase decision of housing project were highest level in average. The four aspects of the brand value including brand awareness, perception of quality, brand association and loyalty influenced consumers purchase decision of housing project. According to the coefficient prediction (R2) it was found that these factors could exactly predict of consumers purchase decision of housing project 45.60 percent. The benefits are that the executives can be used to plan to adjust strategy of product configuration, promote the value of product and strategies of consumer purchase decision making of housing project in the future.
URI: https://publication.npru.ac.th/jspui/handle/123456789/1414
Appears in Collections:Proceedings of the 13th NPRU National Academic Conference

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