Marketing Mix That Affects Brand Loyalty in Philips Lighting Lamp Productin Pathum Thani Province

Abstract

The objectives of this research were 1. To study the marketing mix factors of lighting products (Philips) in Pathum Thani Province. 2. To study brand loyalty in lighting products (Philips) in Pathum Thani Province. 3. To study the relationship between marketing mix factors and brand loyalty in lighting products (Philips) in Pathum Thani Province. Quantitative research methods The sample group was 400 consumers living in Pathum Thani Province who used and used lighting products (Philips) By using convenient sampling technique (Convenience Sampling), research tools, questionnaires, data analysis and statistics used were percentage, mean, standard deviation. Statistics in t-tests and Pearson correlation coefficient. The results showed that Most of the consumers are female, aged 41-50 years, diploma/high vocational education level, self-employed. Average monthly income 30,001 – 45,000 baht, single status.   Marketing mix factors of users of lighting products (Philips) in Pathum Thani Province The overall picture was at a high level in terms of personnel, processes, followed by distribution channels. and marketing promotions, respectively. Loyalty towards lighting products (Philips) in Pathum Thani Province The overall level was at a very high level, namely the complaint behavior, followed by the word-of-mouth behavior, followed by the purchase intention, respectively. Hypothesis testing found that sex, education level and occupation had different opinions. The opinions on the brand loyalty factor in lighting products (Philips) in Pathum Thani Province were different, age, monthly income and status were different. no difference. The relationship between marketing mix factors correlated with brand loyalty in lighting products (Philips) in Pathum Thani Province. Statistically significant at the 0.01 level.