MARKETING FACTORS AND BRAND EQUITY INFLUENCE ON THE CONSUMER’S BUYING DECISION OF MODERN TRADE DOHOME IN BANGKOK AND ITS VICINITY.

Abstract

          The objectives of this research were to study the marketing factors and brand equity influence on the buying decision of modern trade Dohome in Bangkok and its vicinity. The samples were 385 people who shopping at Dohome in Bangkok and its vicinity. The questionnaires were used for the research tool, whereas the statistics used for analyzing the obtained data were percentage, frequency, mean, standard deviation and multiple regression analysis. The results showed that overall level of opinions on marketing factors and brand equity of modern trade Dohome were high level. And overall level of buying decision was high level too. The hypothesis testing showed that marketing factors in product and price influences buying decisions and brand equity in perceived quality influences buying decisions of modern trade Dohome at a significance level of 0.05