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AU-Thesis-Fulltext-20513.Pdf ( 3367.29 KB ) A Study of Influencing Factors of Advertising, Brand Awareness, Perceived Quality and Brand Association on Repurchase Intention towards Selected Beverage Brand in Bangkok, Thailand Mr. Arusha Assavasoth A Thesis Submitted in Partial Fulfillment of the Requirements for the Degree of Master of Business Administration in Marketing Graduate School of Business Assumption University Academic Year 201 7 Copyright of Assumption University A Study of Influencing factors of Advertising, Brand Awareness, Perceived Quality and Brand Association on Repurchase Intention towards Selected Beverage Brand in Bangkok, Thailand By Arusha Assavasoth A thesis submitted in partial fulfillment of the requirements for the degree of Master of Business Administration in Marketing Examination Committee: 1. Asst. Prof. Dr. Sirion Chaipoopirutana (Advisor) ……………………………. 2. Dr. Apichart Intravisit (Chairman) ……………………………. 3. Dr.Vorapot Ruckthum (Member) ………………………….… 4. Dr. Ioan Voicu (Member) ……………………………. Graduate School of Business Assumption University Bangkok, Thailand June, 2016 r Thesis Title A Study oflnfluencing Factors of Advertising, Brand Awareness, Perceived Quality and Brand Association on Repurchase Intention towards Selected Beverage Brand in Bangkok, Thailand By Mr. Arusha Assavasoth Major Marketing Thesis Advisor Assistant Professor Sirion Chaipoopirutana, Ph.D. Academic Year 2017 The Graduate School of Business, Assumption University, has approved this thesis as a partial fulfillment of the requirements for the Degree of Master of Business Administration in Marketing. Dean of the Graduate ~~~~~~~~~~~~- School of Business (Kitti Phothikitti, Ph.D.) THESIS EXAMINATION COMMCTTEE I ,.. -.r 1 ' ~ i - I I I , 1 ,tr\.11.._'1\/1 ~, · I· J C · , ' l \/\ 1 Chairman (External) (Associate Professor Thanachai Y omj inda) Thesis Advisor (Assistant Professor Sirion Chaipoopirutana, Ph.D.) ~ A·-;/--=7 Member ;::art lntravisit, Ph.D.) (Vorapot Ruckthum, Ph.D.) _ ______.U__,,~~~--A~l~ __Mernber (loan Voicu, Ph.D.) Abstract The trend of non-alcohol beverages in RTD (ready-to-drink) beverage industry has gained more and more popularity due to health consciousness of Thai people which in-turn increased competition in the industry. As per the industry data the demand of healthy beverages has been continuously increasing every year. As this is a very lucrative market, healthy RTD beverages has become more competitive and challenging; therefore, it is very necessary for the marketers and managers who work for a brand which sells its beverages to find new ways to win customers’ retention, brand awareness, perceived quality, brand association and repurchase intentions in order to achieve sales volume and the profitability of the business by acknowledging and understanding the potential factors leading to behavioral intentions repurchase. The purpose of this research is to investigate factors influencing to repurchase towards the Ichitan brand in Thailand by emphasizing on seven potential factors, including brand awareness, brand association, perceived quality, TV advertising, web advertising, print advertising and intensity of distribution. The researcher applied descriptive analysis, along with the non-probability sampling method: judgment and convenience sampling procedures. The data were collected by utilizing a self- administered questionnaire, and distributing to 400 Thai customers who have had already drink Ichitan branded drink in Bangkok location. The results from multiple linear regression analysis indicated that TV advertising, print advertising and the intensity of distribution have a significant influence on brand awareness. The results also indicated that print advertising has a significant influence on perceived quality. In addition, the researcher found that print advertising and intensity of distribution significantly influenced brand association. Moreover, the researcher discovered that brand awareness, and brand association are significantly influenced on repurchase intension; however, perceived quality is surprisingly not significant influenced on repurchase intention towards the Ichitan brand in Thailand. I Acknowledgements Firstly, I would like to express my thankfulness to my thesis advisor, Asst. Prof. Dr.Sirion Chaipoopirutana, who supported me to complete this thesis with patience and valuable advices as I am the one of her advisees who took very long time to conducting the task until finished and guided me to keep on track during the time of study. Also, I am very grateful to Mr. Adrian Brian Terrell, the editor, for grammar checking and correcting. And to the thesis committees, Dr. Apichart Intravisit, Dr.Vorapot Ruckthum and Dr. Ioan Voicu for generous suggestions. Additionally, I am thankful to all of the respondents who spent their valuable time to participate in the survey as well. Finally, I must express my very profound gratitude to my beloved parents and friends for providing me with unfailing support and continuous encouragement throughout my years of study and through the process of researching and writing this thesis. This accomplishment would not have been possible without their great support. Arusha Assavasoth 17 November, 2016 II TABLE OF CONTENTS Contents Pages Abstract……………………………………………………………………………………….………... I Acknowledgements……………………………………………………………………..……………... II Table of Contents………………………………………………………………………………….…. III List of Tables………………………………………………………………………………………… VII List of Figures……………………………………………………………………………………..…. IX Chapter 1 - GENERALITIES OF THE STUDY……………………………….…...………………... 1 1.1 Introduction of Study……………………………………………………………………………… 1 1.2 Research Objectives…………….…………………………………………………….…………... 14 1.3 Statement of Problems……………………………………………………………………..…….... 15 1.4 Scope of the Research………………………………………………………………………….… 16 1.5 Limitations of the Research…………………………………….………………………...…..…… 17 1.6 Significance of the Study…………………………………………………….…………………..… 17 1.7 Definition of Terms…………………………………………………….………………………… 18 Chapter 2 - LITERATURE REVIEW…………..……………………………………………….… 20 2.1 Literature Review………………………………………………………………...…………..…… 20 III 2.1.1 Web Advertising………………………………………………………………………….…. 20 2.1.2 Print Advertising………………………………………………………………………….…. 21 2.1.3 TV Advertising……………………………………………………………………………… 22 2.1.4 Intensity of Distribution…………………………………………………………….………... 23 2.1.5 Brand Awareness…………………………………………………………………….……… 23 2.1.6 Perceived Quality…………………………………………………………………………… 24 2.1.7 Brand Association…………………………………………………………………….…..…... 25 2.1.8 Repurchase Intention…………………………………………………………….……..….…. 25 2.2 Related Literature Review…………………………………………………………………………. 26 2.2.1 The Related Literature Review of Web advertising, Print Advertising, TV Advertising, Intensity of distribution, and Perceived Quality…………………………………………….……... 26 2.2.2 The Related Literature Review of Web advertising, Print Advertising, TV Advertising and Brand awareness………………………………………………………………………………..…. 27 2.2.3 The Related Literature Review of Web advertising, Print Advertising, TV Advertising, Intensity of distribution and Brand Association………………………………………………….... 28 IV 2.2.4 The Related Literature Review of Brand Awareness, Perceived Quality, Brand association and Repurchase intention…………………………………………………………………………..…... 28 2.3 Previous Studies……………………………………………………………………………….…. 29 Chapter 3 - RESEARCH FRAMEWORKS………………………………………………….……. 33 3.1 Theoretical Framework……………………………………………………….………………..…. 33 3.2 Conceptual Framework………………………………………………………………………….... 38 3.3 Research Hypotheses……………………………………………………………………….….…. 40 3.4 Operationalization of the Variables……………………………………………………….……… 41 Chapter 4 - RESEARCH METHODOLOGY………………………………………………..….…. 46 4.1 Methods of Research Used………………………………………………………………….……. 46 4.2 Respondents and Sampling Procedures…………………………………………….……......……... 47 4.2.1 Target Population…………………………………………………………………………… 47 4.2.2 Sampling Unit……………………………………………………………………….…….…. 50 4.2.3 Sample Size………………………………………………………………………….………. 51 4.2.4 Sampling Procedure…………………………………………………………………………. 51 V 4.3 Research Instrument/ Questionnaire……………………………….………………………..……... 55 4.4 Pretest…………………………………………………………………………………….………. 58 4.5 Collection of Data/ Gathering Procedures………………………………………………..………... 60 4.6 Statistical Treatment of Data…………………………………………………………….………... 61 4.6.1 Descriptive Analysis………………………………………………………………..…….…... 62 4.6.2 Multiple Linear Regression Analysis (MLR)………………………………………...………. 62 4.7 Summary of Statistical Tools Used in Testing Hypotheses………………………..…......….….…. 68 Chapter 5 - PRESENTATION OF DATA AND CRITICAL DISCUSSION OF RESULTS …………………………………………………………………………………………….……….…. 69 5.1 Descriptive Analysis…………………………………………………………………………..…... 69 5.1.1 Frequency of Demographic characteristics…………………………………………….……. 70 5.1.2 Descriptive Analysis of Independent Variable……………………………………………… 76 5.2 Reliability Test……………………………………………………………………….……..……... 84 5.3 Inferential Analysis………………………………………………………………………….……. 85 VI 5.3.1 The Results of Hypotheses Testing………………………………………………………….. 85 Chapter 6 - SUMMARY, IMPLICATIONS, RECOMMENDATION, AND CONCLUSIONS ………………………………………….….………………………………………………………….. 96 6.1.1 Summary of Demographic Factors…………………………………………………………….. 96 6.1.2 Summary of Hypotheses Testing……………………………………………………………….. 97 6.2 Discussion and Implications……………………………………………………………………... 98 6.3 Conclusion……………………………………………………………………………………… 103 6.4 Recommendations…………………………………………………………………….………… 104 6.5 Further Research……………………………………………………………………………..…... 107 BIBLIOGRAPHY…………………...………………………………....……………………................
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