Brand Equity and Marketing Communications influencing Purchase Decision toward Supplementary Food of Generation Y in Bangkok

Abstract

          The objectives of research were to study brand equity factors and marketing communication factors influencing purchase decision toward supplementary food of generation Y in Bangkok. This study used qualitative research. The data were collected from 449 people who were Generation Y --- aged between 19 – 39 years old. The samples were selected from Yamane’s formula. The tools were used in this study to be the questionnaire with reliability at 0.976. The statistics was data analysis by descriptive statistics; percentage, mean, standard deviation and multiple regression analysis for hypothesis testing.

          The results of research were found that Generation Y attaches great importance to the overall of brand equity factor, with an average of 3.97 at high level and the overall of marketing communication had an average of 3.87 at  high level and the factors affected to decision buying supplementary food which were found that the brand value of supplementary food to be able to predict the decision to purchase 57 percentage of supplementary food (R² = 0.570) and the factors of marketing communication to be able to predict the decision to purchase supplementary food 59.9 percentage (R² = 0.599).