Advertising, Sales Promotion, and Personal Selling Relation with Consumer Trust in Consuming Beger Paints Products of Residents in Bangkok

Abstract

The objectives of the study were to 1) study the consumers’ trust in consuming the Beger Paint products in Bangkok, 2) to examine the relationship between the demographics: gender, age, income, educational attainment, marital status, occupation, and consumers’ trust in choosing Beger Paint products, and 3) to find out the correlation between advertising, sales promotion, personal selling and the consumers’ trust in purchasing Beger Paint products. A sample was identified by selecting 400 residents of Bangkok who are consumers of Beger Paint products. The data collection was made through the distribution and retrieval of questionnaires. The statistical method used in analyzing the data was descriptive statistics, which include frequency, percentage, arithmetic mean, and standard deviation (S.D.). The Chi-square test and Pearson product-moment correlation coefficient were used in testing the hypothesis. The study presented the following outcomes: The hypothesis testing pointed out that there is a significant relationship between the age, occupation, and personal monthly income of the residents in Bangkok with the consumers’ trust in purchasing Beger Paint products at .05 level of significance. In general, advertising, sales promotion, and personal selling have a correlation with the consumers trust in selecting Beger Paint products among the residents of Bangkok. It was statistically at .05 significant level. The positive relationship showed a high-level result.