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

Pakapol Uksornsuwan

dc.contributor.advisor	Nipit Wongpunya
dc.contributor.author	Pakapol Uksornsuwan
dc.contributor.other	Chulalongkorn University. Faculty of Economics
dc.date.accessioned	2022-11-03T03:40:31Z
dc.date.available	2022-11-03T03:40:31Z
dc.date.issued	2021
dc.identifier.uri	http://cuir.car.chula.ac.th/handle/123456789/81250
dc.description	Independent Study (M.A.)--Chulalongkorn University, 2021
dc.description.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.
dc.language.iso	en
dc.publisher	Chulalongkorn University
dc.relation.uri	http://doi.org/10.58837/CHULA.IS.2021.10
dc.rights	Chulalongkorn University
dc.title	The effects of Marketing Mix Factors and Brand Equity Factors on Huawei Brand's Consumer Purchasing Decision Process in Bangkok
dc.title.alternative	ปัจจัยด้านส่วนประสมการตลาดและคุณค่าตราสินค้าที่ส่งผลต่อกระบวนการตัดสินใจซื้อตราสินค้าหัวเว่ยของผู้บริโภคในเขตกรุงเทพมหานคร
dc.type	Independent Study
dc.degree.name	Master of Arts
dc.degree.level	Master's Degree
dc.degree.discipline	Business and Managerial Economics
dc.degree.grantor	Chulalongkorn University
dc.identifier.DOI	10.58837/CHULA.IS.2021.10