Marketing mix that affect brand loyalty of dessert
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Date
2023-06-20Author
Theemasoonthorn, Khreesama
ครีษมา ธีมะสุนทร
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This research aims to study 1) personal factors affecting confectionery brand
loyalty, 2) and the service marketing mix factors affecting confectionery brand loyalty.
The service marketing mix can be used to create a change in consumer behavior to buy and
drive subsequent purchases. Samples were drawn from a population aged between 15-60
years in Bangkok for 400 people sampling. The data collection was done by an interview with
questionnaires. The statistics used to analyze the data were descriptive statistics like mean
and standard deviation, while inferential statistical analysis was T-test, F-test, and regressing
analysis.
The results were as follows: 1) most samples were female with Bachelor's degrees,
single status, private employee status, and a monthly income of 10,001-15,000 baht.
2) Service marketing mix factors had a high impact on brand loyalty. If sorted in descending
orders, those are product, personnel, and process, respectively. 3) Demographic factors
affecting the brand loyalty of dessert when different levels of education had different effects
on purchasing intention and complaint behavior while tested statistically significant at the
0.05 level. 4) The statistical correlation tested in the service marketing mix found a relationship
with brand loyalty in all aspects of the services marketing mix with confectionery. The most
correlated values were physical components at a moderate level, followed by marketing
promotion and distribution at an average level. Personnel, products, and prices had an effect
at low levels, respectively.
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