Thailand generation Z consumers’ brand perception of Bonchon restaurantin Thailand

Abstract

The present study is dedicated to investigating the Thailand generation z consumer’s brand perception of the brand Bonchon. This study aims to learn how generation z in Thailand perceives all aspects of the brand Bonchon in addition, this study also aims to cover whether Korean pop culture has an effect on how the consumer perceives the brand. Generation z participants in Thailand (n=227) who is a customer of Bonchon were asked to complete the questionnaire. The questionnaire is designed to discover respondents' cognitive, emotional, language, and actions toward the brand Bonchon. The research adopted certain theories on branding and consumer brand perception to help understand the situation better. The questionnaire utilizes the Likert scale which allows respondents to rate their agreement on the statement from strongly agree to strongly disagree. The result shows that the consumer has a neutral opinion on Bonchon branding and whether the brand represents Korean pop culture. In conclusion, the branding of the brand Bonchon is perceived as not a stand-out aspect of the brand.