Brand Image, Brand Expectation, and Brand Loyalty Influenced Consumer's Purchase Decision on Water Sedge Bag: Chaksarn
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Abstract
This research aimed to study brand image, brand expectation, and brand loyalty that influenced consumer's purchase decision on water sedge bag: Chaksarn by using the questionnaire to collect data from 400 consumers of Chaksarn brand, water sedge bag who have repurchased at least 2 times or more, utilizing Taro Yamane's calculation formula with the confidence level of 99%. The data were then analyzed using multiple regression analysis. The results of this research indicated that most consumers were female (93.25%), between the age of 41 - 50 years (50.00%), had a career as a company employee (39.75%), held a bachelor's degree (50.50%), married (56.50%), gained monthly income of 80,001 baht or more (35.00%), and the price range of bags they previously purchased per time was between 2,000 - 7,000 baht (77.75%). Overall, consumers were of the opinion that brand image, brand expectation, and brand loyalty affected their decision to purchase Chaksarn brand at the statistical significance level of 0.05. However, when considering individual item analysis, it was revealed that only some factors had an effect on consumer's purchasing decisions, which was likely due to diverse personal attitudes among consumers. Therefore, the Chaksarn brand should develop their brand image that communicate with better clarity. This will affect the expectations of consumers further, including creating a bond between brands and consumers in order to develop into a high level of brand loyalty.
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King Mongkut's Agricultural Journal
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