Marketing Mix Factors Related to Perception of Industrial Valves’ Brand Image to the Staffs of Production Unit of Sugar Mills in Northeastern Region

Authors

  • Wichai Khrutchan School of Management Science, Sukhothai Thammathirat Open University
  • Anothai Ngamvichaikit School of Management Science, Sukhothai Thammathirat Open University
  • Kingporn Thongbai School of Management Science, Sukhothai Thammathirat Open University, E-mail: narubodee@gmail.com

Keywords:

Marketing Mix Factors, Industrial Valve, Brand Image Perception

Abstract

This research examines the Relationship between Marketing Mix Factors and the Perception of Industrial Valves’ Brand Image of Production Staffs in Sugar Mills in the Northeastern Region of Thailand. This Research is a survey research that has population consisted of 3,460 workers in the production unit of 19 Sugar Mills in the Northeastern Region. The sample size was 359 people. Samples were collected by simple sampling. The questionnaire was used to collect data. The descriptive statistics used in the data analysis were percentage, mean, standard deviation. Inferential Statistics was Pearson Correlation Test. The research results were found that the overall Marketing Mix Factors correlates with the Brand Image of Industrial Valves and when considering on each aspect, it was found that the Factors of Marketing Mix in terms of Product, Price, Promotion, and Distribution has a moderately positive correlation with the Industrial Valves’ Brand Image. This research could be used to plan Marketing Strategies to create an Industrial Brand Image for Manufacturers of Industrial Valve products that aim to the focused customers and also be able to apply to the other Industrial Products furthermore.

Downloads

Download data is not yet available.

References

Aaker, D. A. (2008). Strategic Market Management. John Wiley & Sons.

Chrysochou, P. (2010). Food Health Branding: The Role of Marketing Mix Elements and Public Discourse in Conveying A Healthy Brand Image. Journal of Marketing Communications, 16(1-2), 69-85.

Keller Kevin, L. (2003). Strategic Brand Management. Building, Measuring, and Managing Brand Equity. Upper Saddle River, New Jersey: Prentice Hall.

Kittur, P., & Chatterjee, S. (2020). Goods and Services Related Brand Image and B2B Customer Loyalty: Effects of Construal Level. Journal of Business & Industrial Marketing.DOI : 10.1108/JBIM-06-2019-0284

Kotler, P., Keller, K. L., Ang, S. H., Tan, C. T., & Leong, S. M. (2018). Marketing Management: An Asian Perspective. Harlow Pearson.

Mukherjee, S., & Shivani, S. (2016). Marketing Mix Influence on Service Brand Equity and Its Dimensions. Vision, 20(1), 9-23.

Ngamvichaikit, A. (2019). Marketing Communication Affecting toward Social Media and Student Brand Engagement in University: A Case Study of Sukhothai Thammathirat Open University. The Journal of Social Communication Innovation, 7(2), 94-105.

Ngamvichaikit, A. (2017). Market Research. Nonthaburi: Sukhothai Thammathirat. [in Thai]

Rahman, F. Y., Yuliati, L. N., & Simanjuntak, M. (2019). The Influence of Marketing Mix and Word of Mouth Towards Brand Image and Usage of Online Bike Usage. Indonesian Journal of Business and Entrepreneurship (IJBE), 5(3), 287.

Yamane, T. (1973). Statistics: An Introduction Analysis. Harper & Row (3rd Edition)

Published

2020-12-31

How to Cite

Khrutchan ว., Ngamvichaikit อ., & Thongbai ก. (2020). Marketing Mix Factors Related to Perception of Industrial Valves’ Brand Image to the Staffs of Production Unit of Sugar Mills in Northeastern Region. Modern Management Journal, 18(2), 30–39. Retrieved from https://so04.tci-thaijo.org/index.php/stou-sms-pr/article/view/244863

Issue

Section

Research Articles