BRAND EQUITY TRUST AND PRODUCT QUALITY RELATED TO CONSUMER PRODUCT PURCHASING BEHAVIOR OF SAHAPAT GROUP PRODUCTS IN THE BANGKOK

Abstract

The objectives of this research were to study brand equity trust and product quality relating to customers’ consumer product purchasing behavior in Sahapat group product in Bangkok metropolitan area. The sample consisted of four hundred Sahapat customers. A questionnaire was constructed and used as a tool to collect data. Percentage, mean, standard deviation, t-test and one-way analysis of variance and Pearson product moment correlation coefficient were statistical methods to analyze data.

The results were as follows: 1. Most of the respondents were female, aged betweenthirty to thirty-nine years old, single with a Bachelor’s degree, occupied as employees at private companies, and with a monthly income of over 55,001 Baht. Overall of brand equity, trust and product quality in the Sahapat group product were at a good level. The average purchase frequency per month was three times. The average spending amount per time was 780.05 baht. 2. Customers of different genders, ages, educational levels, occupations, average income per month, and marital status demonstrated different consumer product purchasing behavior of Sahapat group products in the Bangkok metropolitan area at a statistically significant level of 0.01 and 0.05, respectively. 3. Brand equity had a positively high, moderately, low and a very low relationship with consumer product purchasing behavior from the Sahapat group products in the Bangkok Metropolitan area at a statistically significant level of 0.01 and 0.05, respectively. 4. Trust had a positively high, moderately, low and a very low relationship with consumer product purchasing behavior from Sahapat group products in the Bangkok metropolitan area at a statistically significant level of 0.01 and 0.05, respectively.