Factors Influencing Smartphones Brand Choices of Consumer in Bangkok

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Published: Mar 15, 2019
Keywords:
Marketing MIX, Brand Choice, Smartphones, International Brand and House Brand

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Supachart Iamratanakul
Kasetsart University
Ratchanok Supanit
Kasetsart University

Abstract

The objective of this research studies the causal relationships that Influence to Smartphones International Brand and House Brand of Brand Choices of Consumer in Bangkok and to investigate the causality of the causal model affecting telephone brand purchase. Questionnaires are used to collect data from 400 Thai people aged 18-65 who live in Bangkok. To accomplish the objective, structural equation model analysis: SEM, T-test and F-test were used to analyze the data. It was found that 1) Groups with different status, education and occupation have different international smartphones brand choices 2) The model was consistent with the empirical data. Goodness of fit measures were found to be: Chi-square 165.818, df=172, p-value=0.521, Relative Chi-square (χ2/df) 1.020.963; Goodness of Fit Index (GFI) 0.931; Adjusted Goodness of Fit Index (AGFI) 0.90; and Root Mean Square Error of Approximation (RMSEA) 0.01. It was also found that 4’P Marketing mix and reasonably motivation had a positive and direct influence on Smartphones Brand Choices of Consumer in Bangkok.


     

Article Details

How to Cite
Iamratanakul, S., & Supanit, R. (2019). Factors Influencing Smartphones Brand Choices of Consumer in Bangkok. Rajapark Journal, 13(28), 56–67. Retrieved from https://so05.tci-thaijo.org/index.php/RJPJ/article/view/173383
Issue
Vol. 13 No. 28 (2019): January - March
Section
Research Article

Views and opinions appearing in the Journal it is the responsibility of the author of the article, and does not constitute the view and responsibility of the editorial team.

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