Marketing communication and Brand Image that affects customers decision to purchase frozen seafood product of consumers in Bangkok Metropolitan Region

Abstract

This research aimed to predict factors such as marketing communication and Brand Image that affects customers decision to purchase frozen seafood product of consumers in Bangkok Metropolitan Region. The sample population used in this research is 400 people who are currently using or have used water heaters in Bangkok Metropolitan Region. Based on the WG Cochran formula, where the population was unknown at 95% confidence level, ± 5% Uncertainty. The instrument was a questionnaire. The statistics used for frequency percentage, analysis consisted of mean, deviation standard Ben The test for normality by the Shapiro-Wilk analysis correlation Spears's Man and multiple regression analysis.

The descriptive research result showed that most of the respondents were female, aged 18-25 years, with a bachelor's degree, working as employees of private companies. with an average monthly income of 10,000 – 20,000 baht, most of whom live In the Bangkok Metropolitan Region. And the most consumers pay more attention to themselves. The consumer opinion level of frozen seafood product marketing communication at a high – level (= 3.416). The consumer opinion level of frozen seafood product brand image at a high – level (= 3.985). The results of the inferential research found it was found that Spearman Correlation Analysis of brand image The purchasing decision had a Spearman correlation coefficient of 0.735 (r = 0.735) at a high – level. followed by marketing communications with brand image, there was a Spearman correlation coefficient of 0.583 (r = 0.583) and marketing communication. The purchasing decision had a Spearman correlation coefficient of 0.489 (r = 0.489), with moderate correlation. The results showed that all variables were related in the same direction. with a statistically significant level of 0.01 and a multiple regression analysis found that Brand image is the most influencing factor in purchasing decisions. Because the regression coefficient of independent variables in the form of a standard score (ᵦ = 0.708) at a high – level, followed by marketing communication (ᵦ= 0.101). There is a predictive relationship with purchasing decisions. The results were statistically significant at 0.01 level.Marketing communication and Brand image Be able to explain the change in the dependent variable are purchasing decisions equal to 59.70%, and 40.30% of other factors. For this reason, appropriate to be used in forecasting. Therefore, the F value was taken from the one-way analysis of variance, which was 296.597 (F= 296.597). The results were statistically significant at 0.01 level.