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dc.contributor.authorTheemasoonthorn, Khreesamaen_US
dc.contributor.authorครีษมา ธีมะสุนทรen_US
dc.date.accessioned2023-06-20T07:20:13Z
dc.date.available2023-06-20T07:20:13Z
dc.date.issued2023-06-20
dc.identifier.urihttp://repository.rmutp.ac.th/handle/123456789/4128
dc.descriptionการค้นคว้าอิสระ (บธ.ม.) -- มหาวิทยาลัยเทคโนโลยีราชมงคลพระนคร, 2564en_US
dc.description.abstractThis 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.en_US
dc.description.sponsorshipRajamangala University of Technology Phra Nakhonen_US
dc.language.isothen_US
dc.subjectMarketingen_US
dc.subjectการตลาดen_US
dc.subjectBrand loyaltyen_US
dc.subjectความภักดีต่อชื่อตราผลิตภัณฑ์en_US
dc.subjectDesserten_US
dc.subjectขนมหวานen_US
dc.titleMarketing mix that affect brand loyalty of desserten_US
dc.title.alternativeปัจจัยส่วนประสมทางการตลาดที่ส่งผลต่อความภักดีในแบรนด์ขนมหวานen_US
dc.typeIndependent Studyen_US
dc.contributor.emailauthorarit@rmutp.ac.then_US


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