The impact of 4Ps the marketing strategy on Thai consumers purchasing decision of Panasonic air conditioning

Name: Liu Mingzhe

keyword: Independent Study

ThaSH: Marketing

Classification :.DDC: 658.8

; 4Ps marketing strategy

ThaSH: Air conditioning -- Equipment and supplies

; consumers’ decision-making

ThaSH: Marketing -- Management

; Thai market

ThaSH: Marketing research

; air conditioning

ThaSH: Consumer behavior

Abstract: In today’s society, environmental awareness is increasing, and green consumption has become a topic of increasing concern for global consumers. Panasonic air conditioning has a certain level of popularity in the Thai market, aiming to meet the demand of Thai consumers for environmentally friendly products, enhance brand image and market share through the launch of products and the 4Ps marketing strategy. The objective of this study was to explore the impact of product factors, price factors, promotion factors and place factors on Thai consumers’ purchasing decision of Panasonic air conditioning. This study used the quantitative research method for analysis. The respondents were 210 Panasonic air conditioning users, and the random sampling method was used. The statistical analysis methods used for data analysis included descriptive statistical analysis, correlation analysis, and regression analysis. Through data analysis using SPSS 26, this study concluded that product quality, reasonable pricing, convenient purchasing locations, and effective promotional activities all significantly impact consumers’ purchasing decision. Specifically, high-quality products enhance customer satisfaction, reasonable prices increase purchase willingness, and attractive promotions effectively capture consumers’ attention. In conclusion, this study demonstrates that product quality, reasonable pricing, convenient purchasing locations, and effective promotional activities all significantly impact Thai consumers’ purchasing decisions regarding Panasonic air conditioning. By understanding these factors, Panasonic can tailor its marketing strategies to better meet the needs and preferences of Thai consumers.

Siam University. Library and Information Resource Center

Address: BANGKOK

Email: library@siam.edu

Name: Qiu Chao

Role: Advisor

Created: 2567

Modified: 2568-05-30

Issued: 2025-05-30

วิทยานิพนธ์/Thesis

application/pdf

eng

DegreeName: International Master of Business Administration (I.M.B.A.)

Level: Master's Degree

Descipline: International Business Management

Grantor: มหาวิทยาลัยสยาม

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