มูลค่าตราผลิตภัณฑ์ของศูนย์การค้าในจังหวัดเชียงใหม่

Abstract

This independent study aimed to examine brand equity of shopping Malls in Chiang Mai Province. Questionnaires were used as the tool to collect data. All data obtained were analyzed by the descriptive statistics namely frequency, percentage, and mean, as well as the T-test and the F-test. According to the study, most customers of the shopping mall in Chiang Mai province were single female in the age of 21-30 years old with Bachelor’s degree. They worked as employee of private company and earned monthly income at the amount of 10,001-15,000 Baht. In a month, they made their visit to the shopping mall at once or twice and spent approximately 501-1,000 Baht in each time for products and services. Regarding the study on modern trade’s brand equity in Chiang Mai province: shopping mall category, the findings presented hereafter. In the component of brand awareness, the overall perception of respondents was ranked at the agree-level and their highest perception was found in the sub-component of fame and renown. In the component of perceived quality, the overall perception of respondents was ranked at the unsure-level and their highest perception was found in the sub-component of uniqueness of product or service. In the component of brand association, the overall perception of respondents was ranked at the unsure-level and their highest perception was found in the sub-component of beautiful and modern interior and exterior design. In the component of brand loyalty, the overall perception of respondents was ranked at the unsure-level and their highest perception was found in the sub-component of being considered as the first choice of shopping mall to visit.