Corporate Brand Trust That Affects the Decison Buying the Townhouse of the Consumer Case Study House Project Lio Nov Don Mueang-Chaengwattana

Abstract

          This study aimed to study (1) personal characteristics of consumers that affect the decision to purchase townhouses in the Lio Nov Don Mueang-Chaengwattana Project (2) corporate brand trust that affect the decision to buy townhouse, Lio Nov, Don Mueang-Chaengwattana project. The sample size used in the research was 400. The research instrument was a questionnaire. Statistics used in data analysis included frequency, percentage, mean and standard deviation. The statistics used to test hypotheses were t-test and F-test. In the case of significant differences, the differences were examined using LSD and checking the influence using MRA. The results showed that most participants give importance to personal factors that affect the decision to buy townhouses in different age and total family income. In addition, corporate brand trust in term of creditability (β = 0.253), corporate brand trust in term of benevolence (β = 0.155) and corporate brand trust in term of integrity (β = 0.180) influenced the decision buying the townhouse of the consumer with statistical significance at the level .05.