PRODUCT COMPOSITION AND BRAND EQUITY AFFECTING TO BRAND LOYALTY OF THE SKINCARE PRODUCT IN CHONBURI
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Abstract
The objectives of this research are to study the product components and the brand equity which affect the brand loyalty of the skin care products in Chon Buri province. The research sample consisted of 400 skincare product consumers in Chon Buri province, obtained by convenience sampling. A questionnaire was used as a tool for data collection. Data was analyzed with descriptive statistics of frequency, percentage, mean, and standard deviation, and with inferential statistics of multiple regression analysis. The questionnaire includes 3 parts: the components of product, the brand value, and the brand loyalty. The majority of respondents are females, 26 years old, with bachelor degree, work at private companies and state enterprises, and with income of 10,001-30,000 baht per month.
The results show that the components of products that affect the brand loyalty of skin care products in Chon Buri province at the .05 level of statistical significance are the main products, product appearance, and the potential of the product. The multiple correlation was at the
moderate level (R = 0.425). Meanwhile, brand equity affects brand loyalty of the skincare products in Chon Buri province in terms of consideration about the brand and the reflection from brand equity which affect brand royalty of the skin care products at the .05 level of statistical significance,
and with multiple correlation at the high level (R = 0.612).
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