Positioning Analysis of Private Hospitals in Bangkok
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Abstract
Brand positioning means the place a brand occupies in the minds of its customers. It becomes very important for effective marketing strategic planning. The purposes of this research are to study factors affecting decision-making for using private hospitals and to analyze brand positioning of private hospitals in Bangkok. Data were collected from a convenience sample of 400 Thai consumers. The findings revealed that consumers perceive distinguishing position among each private hospital. The implications and limitations were discussed.
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