ภาพลักษณ์ตราสินค้าระหว่างรถยนต์ญี่ปุ่นและรถยนต์ยุโรปที่มีผลต่อการตัดสินใจซื้อรถยนต์ของผู้บริโภคในจังหวัดปทุมธานี

Abstract

This independent study aimed to investigate: 1) demographic factors affecting car purchasing decision towards Japanese cars and European cars of consumers in Pathum Thani province, and 2) brand image affecting car purchasing decision towards Japanese cars and European cars of consumers in Pathum Thani province. The sample group was consisted of 400 Japanese car consumers and European cars customers in Pathum Thani province. The research instrument used for collecting data was questionnaires. The data were analyzed using descriptive statistics including frequency, percentage, mean, and standard deviation. The hypothesis testing was performed using chi-square test and Pearson Correlation. The study results revealed that 1) demographic factors of Japanese car consumers consisting of gender, marital status, and monthly income had an influence on their car purchasing decision. While demographic factors of European car consumers consisting of marital status, and profession had an effect on their car purchasing decision. 2) Brand attribute, brand value, and consumer personality were factors affecting car purchasing decision towards Japanese cars and European cars of consumers in Pathum Thani province.