Factors affecting brand loyalty of essence of chicken brand towards consumers in Bangkok

Name: Samachaya Homjitr.

Organization : University of the Thai Chamber of Commerce.

keyword: Demographics.

; Brand awareness.

; Brand association.

; Perceived quality.

Abstract: Currently, Thai consumer behavior has been attracted by the health care flows which are gaining widespread popularity such as eating chemical-free food, an exercise, an eating healthful and nurture brain included a various health products either in the form of tablets, capsules, powder and drinks. As a result, healthy drinks are becoming popular nowadays due largely of a functional beverage is a more convenient way to maintain a healthy lifestyle and tasting great. The objective of this study is to find the association or relation of factors that has an effect on the brand loyalty of chicken essence brand in Bangkok, including demographics, brand awareness, brand association, perceived quality and brand image are the major factors that involved with brand loyalty. The samplings were collected 400 people with the age over 15 years old who drink chicken essence randomly by using survey research method. The survey was distributed and the results were received and progressed by the SPSS for windows. The research instruments are interviewing and using questionnaire. The Percentage, Mean, Standard Deviation were used to analyze the statistic data while the Inferential Statistic are T-test, One-way ANOVA, Pearson correlation coefficient and Multiple linear regression. The research findings suggested that 65.5% were female and another 34.5% were male. Most respondents were between 16 - 30 years old; while Bachelor’s degree was the largest group of respondents’ education level. Most of them were student, corporate employee, business owner, freelance, government officer, and other occupations. Their monthly incomes were ranging from less than 15,000 baht to more than 75,000 baht. The brand of chicken essence that were consumed by respondents mostly were Brand’s at 77.8%, Scotch’s at 22%, and other brand at 0.3%. The finding indicated that there is no difference in brand loyalty between male and female consumers, as well as those between different age groups, different groups of education, different groups of occupation, different groups of income level, and between consumers of Brand’s and Scotch’s chicken essence, in which their loyalty were considered as high. In other words, it can be said that there is no impact of demographic factors toward the brand loyalty in this study. Also, the finding from the multiple linear regression indicated that only brand association and perceived quality positively affected the brand loyalty of chicken essence brands. The brand awareness, brand image have no relationship with brand loyalty.

University of the Thai Chamber of Commerce. Central Library

Address: BANGKOK

Email: library@utcc.ac.th

Name: Suthawan Chirapanda.

Role: University of the Thai Chamber of Commerce.

Created: 2015

Modified: 2017-04-04

Issued: 2017-04-04

eng

DegreeName: Master of Bussiness Administration

Level: Master's Degree

Descipline: Business Administration

Grantor: University of the Thai Chamber of Commerce

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