The effects of Marketing Mix Factors and Brand Equity Factors on Huawei Brand's Consumer Purchasing Decision Process in Bangkok

Abstract

This study aims to evaluate the effects of Marketing Mix factors and Brand Equity factors on Huawei Brand's Consumer Purchasing Decision Process in Bangkok. It uses questionnaires to collect data from a sample group of 400 people using Huawei products in Bangkok from 2019 to 2022 via the Google form platform. and use statistical methods to analyze and test the hypothesis.

It finds under marketing mix that respondents pay most attention to product, followed by place, price, and promotion respectively. However, under the brand equity that respondents pay most attention to brand awareness, followed by brand association, brand loyalty, and perceived quality respectively.