Promotion Mix Affecting Purchasing Behavior towards Products related to Korean Artist: A Case Study of Fan Clubs in Thailand
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Abstract
This research to study the personal characteristics that affect the purchase behavior toward products related to Korean artist. To study the purchase behavior toward products related to Korean artist. And To study the promotion mix factors influencing purchase behavior toward products related to Korean artist. Quantitative Research The independent variable is the promotion mix theory. The dependent variable is consumer behavior theory. Most of the respondents were female aged 18-25 years old. Bachelor's degree. The average monthly income is less than or equal to 10,000 baht and there is a residence in the province. Most of the album category purchases. To accumulate shop by yourself. Buy from Twitter and decide when to buy new products. The hypothesis test found that the individual factors with different average monthly income had a different effect on the purchase behavior toward products related to Korean artist. This is based on assumptions set. Marketing promotion factors correlated with purchasing behavior toward products related to Korean artist. In the field of advertising. Advertising issues in social media and advertising through print media. And direct marketing. The issue of soliciting purchases through email. This is based on assumptions set. Show that distributors of products related to Korean artist. Should advertise their products through social media at the most popular Korean fan club: Twitter by advertising the new product as soon as possible.
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References
Chuprasit, “Korean Product Consumption Behaviors High School Students in Muang District,Krabi Province,” Master’s thesis (Business Administration), Walailak University, Bangkok, Thailand, 2014.
S. Sanguansinwatana, “Factors Influencing on Customers Purchasing Decision of Souvenirs Related with Korean Artists and Singers,” Master’s thesis (Business Administration), Stamford International University, Bangkok, Thailand, 2014.
U. Khajornwit, “Influence of integrated marketing communications (IMC) on consumers' decision-making in buying Korean electronic brand in Ampher Maung and Ampher Warinchamrap, Ubonratchathani province,” Master’s thesis (Business Administration), Ubon Ratchathani University, Ubon Ratchathani, Thailand, 2011.