The Influence of Brand Equity on Consumers’ Purchase Decision of Rice in Songkhla Province
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Abstract
This study aimed to: (1) examine the rice brand equity of consumers in Songkhla Province; (2) investigate consumers’ rice purchasing decisions in Songkhla Province; and (3) examine the brand equity influencing the rice purchasing decisions of consumers in Songkhla Province. This quantitative research consisted of a sample of 500 consumers who had purchased rice in Songkhla Province, selected using the purposive sampling method. A questionnaire was used as an instrument for data collection. The statistical techniques employed for data analysis included percentage, mean, standard deviation, and multiple regression analysis. The results revealed that (1) consumers’ overall perceptions of brand equity and its dimensions were at a high level, including brand awareness, brand accessibility, perceived brand value, brand differentiation, brand relevance, and brand affinity. (2) Overall, consumers’ rice purchasing decisions in Songkhla Province were at a high level; and (3) brand equity in terms of brand differentiation and brand relevance, brand accessibility, brand affinity, and perceived brand value had a positive and statistically significant influence on rice purchasing decisions. In contrast, brand awareness did not have a statistically significant effect on rice purchasing decisions.
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