A STUDY OF THE RELATIONSHIP BETWEEN BRAND EQUITY AND BUYING DECISION TOWORDS SMARTPHONE (IPHONE) OF CUSTOMERS IN BANGKOK METROPOLITAN AREA

Authors

  • Ubon Maiphoom Valaya Alongkorn Rajabhat University under the royal patronage, Pathum Thani Province

Keywords:

Brand Equity, Decision Purchasing, Smartphone

Abstract

           This research is quantitative research. The objective is to study the relationship between brand equity and buying decision towards smartphone (iPhone) of consumer in Bangkok metropolitan area. This study used questionnaires as a data collection tool. This questionnaire had an Item – Objective Congruence Idex (IOC) between 0.67 and 1.00 and was tested for reliability by using Cronbach’s alpha coefficient. The reliability level was .86, indicating that the tool has reliability and good level of consistency. Data were analyzed by using frequency, percentage, mean and standard deviation. The hypotheses were tested by Pearson’s simple correlation. The simple size in this study is 400 living in Bangkok and using iPhone smart phones. The sampling group received the research by using purposive sampling.
          The study indicated that most of the respondents had a high level of opinions on the value of the smartphone brand, iPhone with an average value of 3.94 and the decision to buy a smartphone from the iPhone brand. Consumers’ opinion is at a high level with an average value of 3.96, and the hypothesis testing with Pearson's simple correlation statistics found that brand equity influence the decision to buy a smartphone IPhone. The findings reveal that the brand equity consists of brand awareness brand quality relationship with the brand and loyalty in the brand correlated with the decision to buy a smartphone brand iPhone of consumers in Bangkok with statistical significance at the level of .05 which according to the test, businesses should consider marketing planning that influences the decision to buy a smartphone brand, iPhone, especially in terms of brand awareness and brand loyalty. Because these two factors are considered as creating value and helping to stimulate ongoing purchases.

References

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Published

2020-04-30

How to Cite

Maiphoom, U. (2020). A STUDY OF THE RELATIONSHIP BETWEEN BRAND EQUITY AND BUYING DECISION TOWORDS SMARTPHONE (IPHONE) OF CUSTOMERS IN BANGKOK METROPOLITAN AREA. Valaya Alongkorn Review, 10(1), 56–65. Retrieved from https://so06.tci-thaijo.org/index.php/var/article/view/224180

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Section

Research Article