การเปรียบเทียบการรับรู้ของผู้บริโภคในจังหวัดเชียงใหม่ต่อภาพลักษณ์ตราสินค้าคอนโดมิเนียมระดับท้องถิ่นและระดับประเทศ

Abstract

The purpose of this independent study aims to study the comparison of consumers' perception in Chiang Mai Province towards local and national condominium brand images. Participants in this study are 200 persons who intend to purchase or who are customers of local-branded or national branded condominiums residing in Chiang Mai Province, aged 25-60 years. The instrument used in this study is a questionnaire. The data analysis is performed by the Descriptive Statistics which consist of Frequency, Percentage, and Mean. Also, the Comparative Analysis of 2 variables is performed by t-test method. According to general information of the participants, it is found that the participants are mostly local people, aged 31-40 years, who are married and have a child, have bachelor degree and earn 20,001-40,000 Baht of income per month. However, consumers of local-brands condominiums mostly are employees of private organizations, love free lifestyle and purchase condominium for their own accommodation and for their family or relatives. Consumers of national-brands condominiums are mostly perform merchandising career or private business, love convenient lifestyle and purchase condominium for renting out and for selling for profits. Upon this study, it focuses on 2 levels of image perception; Brand Awareness and Brand Association which consists of 3 aspects; Attributes, Benefits and Attitudes. According to the test of Brand Awareness, it is found that national-brands condominiums in Chiang Mai Province are the brands that consumers in Chiang Mai province mostly think of and have ever heard of. Consumers feel that local-brands condominiums express Chiang Mai identity while national-brands condominiums are official brands. Moreover, regarding to the test for familiarity towards brands, it is found that consumers are familiar with local-brands and national-brands condominiums in high level and good level respectively. According to consumers' image perception of local-brands condominium in Chiang Mai from the test of Brand Association, it is found that; on Attributes, consumers recognize brand image in high level towards location, good environment and reasonable prices; on Benefits, consumers recognize in high level towards spending life in their own style in the purchased condominium and the reflection of being intelligent person and the access to the brand which makes their life better; on Attitudes, consumers recognize in high level towards the brand image which is proper for further investment and the brand image which is worth paying when making comparison between the money spent and what is gained in return. According to consumers' image perception of national-brands condominium in Chiang Mai from the test of Brand Association, it is found that; on Attributes, consumers recognize the brand image in high level towards the outstanding location, good environment, attractive advertisement and professional staffs; on Benefits, consumers recognize the brand image in high level toward spending their life in their own style in the purchased condominium, the reflection of being persons who care about environment and nature, and the brand image look alive; on Attitudes, consumers recognize in high level towards the brand image which is proper for further investment.