Factors Affecting Brand Loyalty of Local Community in Kalasin Province

Abstract

          The objectives of this research were 1) to study the level of affected factors, 2) to investigate the level of brand loyalty, 3) to examine the equation of factors affecting brand loyalty, 4) to find the recommended factors that built the brand loyalty and 5) to study the model of factors affecting brand loyalty of local communities in Kalasin Province.  This research is a mixed method research.  There were 400 samples used in the research which determined through Yamane formula. The instruments were the questionnaires. The statistics used were frequency distribution, percentage, mean, standard deviation, statistical hypothesis testing, and multiple regression analysis by Stepwise with significance at the .01 level. The data for the qualitative research were the interview from 15 samples and the confirming results were analysis data from 18 people with specific method sampling.
          The results shown that 1) the level of affected factors was at a high level, 2) the level of brand loyalty was at high level, 3) the equation of factors affecting brand loyalty could be written in the form of raw scores and standard scores as follows:

            Y = 1.214+ .099X2 - .060X3 + .115X4 + .158X5 +.125X6 +.232X9

            Zr = .284Z9 + .212Z6 + 176Z5 + .168Z2 + .154Z4+ -.089Z3.

4) suggestions of factors for building the brand loyalty focusing on the quality standards that caused consumers’ confidence on the product which could be cheaper, everyone could access, the package should be attractive and interesting, durable, and efficient. Moreover, it should have a variety of distribution channels comfortable to buy, and should be advertised continuously.  The local products of the community should be standardized, fresh, clean, and safe, 6) there were 5 models or 14 factors affecting brand loyalty in the local community in Kalasin province; personal influence, and individual factors. In addition, there were 4 factors for influencing product; product quality factor, product factor (Uniqueness/Identity) and experiment. There were 3 factors for influencing sales; promotion, after-sales service, and price. There were two factors for influencing brand/brand; reputation and the uniqueness/identity of the brand. Lastly, there was an external influence which was an accessibility and location, media and public sector.