Corporate Image and Factors Affecting Consumer Purchase Decision of Defence Pharmaceutical Factory's Products

Abstract

                This research aimed to study affecting the customer purchase decisions of Defence Pharmaceutical Factory (DPF)’s products including demography, corporate image and marketing mix. The research samples were DPF’s end-user from Phramongkutklao Hospital, shop in Soi Tri Mit and DPF headquarter sales. Data were taken from 400 questionnaires. Statics used data analysis was frequency, mean, standard deviation, one-way analysis of variance and multiple regression analysis.

                The result shows that the overall corporate image perception of samples was high. The contact person was the most affecting consumer purchasing decision. Samples mostly agree overall marketing mix of Defence Pharmaceutical Factory that product and price were high levels. Demographic factors affecting customer purchase decisions at the 0.05 level of statistical significance were education, occupation and domicile. Multiple linear regression analysis of corporate image perception and customer purchase decision revealed that corporate identity and physical environment had affected customer purchase decisions at the 0.05 level of statistical significance. And multiple linear regression analysis of marketing mix and customer purchase decision revealed that product, place and promotion had affected customer purchase decisions at the 0.05 level of statistical significance.