การรับรู้คุณค่าตราสินค้าที่ส่งผลต่อความภักดีของผู้บริโภคน้ำดื่มบรรจุขวดในภาคเหนือของประเทศไทย

Abstract

The purpose of this Independent Study were to study the perceived brand value that consumers received from bottled water brands in northern Thailand, the consumer loyalty towards bottled drinking water brands among consumers in northern Thailand and to analyze the importance of brand awareness affecting consumer loyalty in northern Thailand toward the bottled water brands. The data were collected by using Purposive Sampling Method from 400 sample who used to buy bottled water in 17 provinces in northern region. The data were analyzed by Descriptive Statistics consisting of Percentage, Mean, Standard Deviation and Inferential Statistics, an analysis of variance (ANOVA) of the level of perceived brand value of bottled water and the loyalty of consumers towards bottled water products, in attitudes and in behaviors respect. The results revealed that most of the respondents resided in Chiang Mai, were male, aged 31 - 40 years old, working as a company employee / state enterprise employee, earning an average income of 25,001 - 35,000 baht. The regular brand used was Singha Drinking Water. For the perception of bottled water brand value, the overall average was at the highest level. The highest perceived brand value was the packaging design, such as the shape of the bottle, brand name and the different colors that clearly communicate the brand. The loyalty towards bottled water products in terms of attitude, the overall average was at the highest level. In terms of highest attitude, the distribution channels were diversified. The majority of respondents were loyal to bottled water products in terms of behavior. The overall average was at a high level. The highest behavioral product loyalty was the reason for purchasing a product, because the price was suitable for the quality and easy to purchase. By comparing data on brand awareness by age, it was found that those under 30 years old had the highest overall average in terms of brand recognition in bottled water. In terms of brand loyalty in attitude respect, aged 31 - 40 years old had the highest overall average in online distribution. In term of brand loyalty in behavioral respect, aged 41 years and over had the highest overall average in recommendation to people they knew. Shop for brands like yourself. By comparing data on brand awareness by occupation, it was found that the occupation of housewives/househusband had the highest overall average for the position of drinking water on the shelf store, making it easier for you to shop. On brand loyalty in behavioral respect, the occupation of housewife / househusband had the highest overall average in terms of reference group or groups of people such as parents, themselves, in influencing the decision to buy the product. From the results of hypothesis testing using F-test with one-way analysis of variance (ANOVA) at the significance level of 0.05 for each sub-factor, it was found that each age range and different professions gave a different level of importance to perceived brand value at different levels of perception. In terms of brand loyalty, the attitude and behavior were no difference.