การรับรู้ตราผลิตภัณฑ์ของนักเรียนระดับมัธยมศึกษาตอนปลาย ในอำเภอเมืองเชียงใหม่ต่อหลักสูตรรัฐศาสตรบัณฑิต สาขาวิชาการระหว่างประเทศ คณะรัฐศาสตร์และรัฐประศาสนศาสตร์ มหาวิทยาลัยเชียงใหม่

Abstract

This study aimed to investigate the high school student brand perception in Mueang Chiang Mai District Towards Bachelor of Political Science Program in International Affairs, Faculty of Political Science and Public Administration, Chiang Mai University. The population in this study were 12,737 senior high school students from 17 schools and studying in both public schools and private schools in Mueang Chiang Mai District. The 510 samples were selected by using Seymour Sudman sample size chart which was a nonprobability sampling method and set sample quota according to the proportion of high school students of each school. The data was collected by using a questionnaire as a tool and the concept of Kapferer’s Brand Identity Prism was used in this study, which had 6 elements, namely, Physique, Personality, Relationship, Culture, Reflection, and Self-Image. The results of Exploratory Factor Analysis for brand perception had 4 components: component 1: Physique, component 2: Personality, component 3: Self perception related with brand through atmosphere and service of organization, and component 4: Self-potential Perception as being a new generation of brand users. The results found that all the 510 samples, 296 were females, 194 were males, 11 were alternate gender and 9 was not specified. After receiving the primary information, most of the samples were interested in the Program. Most of them were studying in private schools with a GPA of 3.51 - 4.00. The family monthly income was more than 30,000 baht. The result of Mean Analysis showed that most components were at a high level. The result of Differences Analysis, using One-way ANOVA and Least Significant Difference to test 4 components, grouping by GPA, the result found that there were 3 components had statistically significant differences at level 0.05, which were component 2: Personality, component 3: Self-perception who related with brand through atmosphere and service of organization, and component 4: Self-potential perception in being a new generation of brand users. If grouping by monthly family income, the result found that no components had statistically significant differences at level 0.05. And grouping by gender, the result found that component 4: Self-potential perception in being a new generation of brand users had statistically significant differences at level 0.05. The result of Differences Analysis, using t-test to test 4 components, grouping by the students who were interested in studying in the Program, the result found that there were 2 components had statistically significant differences at level 0.05, which were component 1: Physique and component 2: Personality. While grouping by educational institution, the result found that there were 2 components had statistically significant differences at level 0.05, which were component 1: Physique and component 3: Self-perception related with brand through atmosphere and service of organization.