A Comparative Study of Demographic Characteristics and Consumers' Perception of the Government Savings Bank Brand Personality

Abstract

                   This research aimed to study 1) the brand personality of the Government Savings Bank among the public in Chiang Rai province, and 2) to compare demographic characteristics with the level of consumer perception of the Government Savings Bank brand personality, categorized by gender, age, education level, and income. A mixed-methods research was employed, combining quantitative research using questionnaires with the Osgood scale to measure five personality traits, collected from a purposive sample of 400 individuals in the Chiang Rai municipal area, Chiang Rai province, and qualitative research through in-depth interviews with 15 respondents. Statistical tests for differences included the t-test and one-way ANOVA, along with Thematic Analysis.

                   The survey results revealed that the sample group consisted of 69.50% males and 30.50% females. Their age range was between 26-30 years old (33.75%). The majority (31.00%) had a high school education, the most common occupation was company/shop employee (27.25%), and their monthly income was between 5,000 and 10,000 baht (38.75%). The research findings revealed that 1) the overall mean personality of the Government Savings Bank (GSB) had the highest overall score (x̄ = 5.25, SD = 0.97), followed by the competent type (x̄ = 5.43, SD = 1.371), the sincere type (x̄  = 5.37, SD = 1.175) and the profound type (x̄ = 5.23, SD = 1.072), respectively; and 2) Differences in gender, age, education level, occupation, and income result in different levels of opinions regarding the brand personality of the Government Savings Bank. The in-depth interviews revealed that the brand personality of the Government Savings Bank, as perceived by the informants, was primarily characterized by sincerity and competence, while excitement and ruggedness were less prominent dimensions.