Marketing mix factors and perception factors affect to brand loyalty of Anitech electrical appliances in Suphanburi Province

Abstract

               The objectives of this research were twofold: 1) to study the marketing mix affecting brand loyalty of Anitech electrical appliances in Suphanburi province, and 2) to study perception factors affecting brand loyalty of Anitech electrical appliances in Suphanburi Province. The sample consisted of 385 users of the Anitech electrical appliances in Suphanburi province being selected by stratified sampling. The research instrument was questionnaires. The statistics used for analysis were frequency, percentage, mean, standard deviation, and multiple regression. The research results showed that the overall opinion level of marketing mix, perception factors, and brand loyalty of Anitech electrical appliances were all at the high level. The hypothesis testing found that marketing mix on product, price, place, and promotion affect the brand loyalty of Anitech electrical appliances with a predictive power of 62.60 percent and perception factors on media perception, trial, and other person’s experience affect brand loyalty of Anitech electrical appliances in Suphanburi province with a predictive power of 76.20 percent and at a statistical significant value of 0.05.