INFLUENCE OF SOCIALIMAGE ON CUSTOMER BRAND SELECTION IN THE SATHING PHRA PENINSSULA

Abstract

               The purpose of this article was aimed: 1) To examine the influence of social image on customer brand selection,2)The influence of the Satingpra Peninsula’s identity on the customer brand selection and consumer satisfaction. The results demonstrated as follows:

                 1. Social image has influenced customer brand selection in the locality, The mainly were adult workers at pre-retirement and retirement age, aged in the range of 41–55 years, and 55 years or higher, represented by 38% and 40%, respectively, average monthly income ranged between 5,000-10,000 Baht, represented by 42% . The consumers aged 41-55 years old and 55 years old; brand represented social image, this age group was been of band loyalty and familiarity with the product, high rating of 91% and 87% respectively in the market .

             2.The Sating Phra Peninsula’s identity strongly influenced the consumer brand selection and consumer satisfaction. Locale people and length of domiciling were recognized as a part of social image, positive satisfaction with product brand was perceived by the sense of homeland love and belonging, main reason for brand selection is "quality-price" criteria, and perceived experience of high-quality and their own experience of knowing the brand names of certain products.