ปัจจัยการสื่อสารการตลาดที่ส่งผลต่อการตัดสินใจซื้อสินค้าแบรนด์หรู Chanel ของผู้บริโภคในประเทศไทย

yanawadee maneechots; Kanyarat Hongworranun

Authors

yanawadee maneechots Master of Communication Arts Faculty of Communication Arts, Dhurakij Pundit University Bangkok
Kanyarat Hongworranun Communication Arts, Dhurakij Pundit University

Keywords:

Marketing communications, Purchasing decisions, Luxury brand Chanel

Abstract

This research aims to 3 objectives: (1) To study the various personal factors that affect the decision to purchase products from the luxury brand Chanel. (2) To study the various marketing communication factors that affect the decision to purchase Chanel luxury brand products. (3) To study the relationship between personal factors and marketing communication factors that affect the decision to purchase Chanel luxury brand products. Data is currently being collected online from consumers who had previously purchased the Chanel brand at least 1 time between 2021 – 2023, totaling 400 consumers.

1. The various personal factors that affect the decision to purchase products from the luxury brand Chanel include gender, age, and educational level. The majority of the sample were female. Who is between the ages of 12 - 25 years (Gen Z) and has higher than a bachelor's degree level of education. They will be the most important decision to buy products from the luxury brand Chanel.
2. All 4 aspects of marketing communication factors affect consumers' decision to purchase Chanel luxury brand products, overall at a high level (= 4.15), with the aspect having the highest average value. Public relations (= 4.21), followed by sales using employees ( = 4.19), advertising ( = 4.21), and sales promotion ( = 4.09).

3. Personal factors and marketing communication factors have no relationship that affects the decision to purchase luxury brand Chanel products, but luxury brands should prioritize engaging with the Community of customers who appreciate the luxury brand experience. The Chanel luxury brand is increasingly developing and communicating in line with each factor and appropriately capturing the differences in each group of consumers.

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