การปรับภาพลักษณ์และการตอบสนองของผู้บริโภคต่อตราสินค้าชาตรามือและศรีจันทร์

Abstract

The aims of this study “Rebranding and Consumer Response on Brand Image of Chatramue and Srichand” were 1) to study rebranding of Cha Tra Mue and Srichand 2) to study brand response and consumption behavior of Cha Tra Mue and Srichand. The research methodology was divided in two parts which were 1) qualitative research by literature review to study Cha Tra Mue and Srichand rebranding 2) quantitative research by survey research using questionnaire to collect Cha Tra Mue and Srichand’s customer data.

According to the qualitative research, the goal of Cha Tra Mue’s rebranding was creating new brand image awareness and getting more closer to customer. There were four parts of rebranding process 1) organizing exhibition desk to provide tasting, the beginning of the Cha Tra Mue’s brand revitalization 2) expanding new channels both delivery channel including GrabFood, Foodpanda, LineMan and shopee channel 3) launching new menus for each seasoning and new product on a regular basis to keep the brand image and allow customers to see the brand's evolution over time 4) packaging redesign, a crucial strategy to improve the brand image.

Srichand rebranding communicated under the concept of “Quality is the real image”. The aim was being Thai product which make proud potential to Thai people and held in their hearts. As a result, this vision has been passed down to the organization's employees in order to expand it to the regional level.

The qualitative study indicated that the sample group had the most responses to Cha Tra Mue perception as reputable and well-known brand. The sample group had the most responses to Srichand perception as new logo.

Promotional activities (buy 1 get free 1 or discounted prices) were the most customer response contribute to the purchase decision on both of Cha Tra Mue and Srichand products.

As a behavioral response, the majority of the sample group consumed Cha Tra Mue during the day due to its pleasant flavor, on average 2-3 times per week. On average, the sample group consumed Srichand 3-4 times per year. The spending ranged from 100 to 500 baht and 501 to 1,000 baht. The quality of Srichand products was the main reason for purchase decision.

This research aimed to study the relationship between consumer behavioral responses, image perception, and attitude responses to Cha Tra Mue products. The response of consumer behavior in terms of reasons for consumption, frequency of consumption, and time of consumption, which was related to the perception of Cha Tra Mue’s brand image, was statistically significant at the 0.05 level. The consumer behavior response in terms of their recommendation to their close people, consumer motivation, frequency of consumption, and the reason for consumption was correlated to the Cha Tra Mue brand image's attitude response, statistically significant at the 0.05level.

The relationship between consumer behavioral responses, image perception, and attitude responses to Srichand products was also studied. The response of consumer behavior in terms of reasons for consumption, frequency of consumption, and time of consumption, which was related to the perception of Srichand’s brand image, was statistically significant at the 0.05 level. The consumer behavior response in terms of their recommendation to their close people, consumer motivation, frequency of consumption, and the reason for consumption was correlated to the Srichand brand image's attitude response, statistically significant at the 0.05 level.