Abstract: This study aims to (1) investigate the corporate vision factor influencing Rajabhat University brand building in Thailand and (2) explore influences of brand building upon Rajabhat University stakeholders’ loyalty, and the research method will use mixed methods to conduct qualitative research with the quantitative research. The qualitative will approach by Indebt-interview the executive of Rathanagosin Rajabhat University group for 6 key informants and the quantitative data was collected by questionnaires distributed to stakeholder including instructors, staff, students and parents of the Rathanagosin Rajabhat University group for 400 sampling were selected by multi-stage sampling method. Data was analyzed by Structural Equation Modeling: SEM and also provide the focus group interview for confirming the model. Findings corporate vision had a direct and positive influence on Rajabhat University brand building were showed direct and positive influence on stakeholder’s loyalty and stakeholder’s loyalty was indirectly influenced by corporate vision through Rajabhat University brand building.
Abstract: The objectives of the study were to determine the
marketing mix factors that influencing tourist’s destination decision
making for cultural tourism in the Chonburi province. Both
quantitative and qualitative data were applied in this study. The
samples of 400 cases for quantitative analysis were tourists (both
Thai and foreign) who were interested in cultural tourism in the
Chonburi province, and traveled to cultural sites in Chonburi and 14
representatives from provincial tourism committee of Chonburi and
local tourism experts. Statistics utilized in this research included
frequency, percentage, mean, standard deviation, and multiple
regression analysis. The study found that Thai and foreign tourists
are influenced by different important marketing mix factors. The
important factors for Thai respondents were physical evidence, price,
people, and place at high importance level. For foreign respondents,
physical evidence, price, people, and process were high importance
level, whereas, product, place and promotion were moderate
importance level.
Abstract: The objective of this research was to study the
influence of Integrated Marketing Communication on Buying
Decision of Consumers in Bangkok. A total of 397 respondents were
collected from customers who drive in Bangkok. A questionnaire was
utilized as a tool to collect data. Statistics utilized in this research
included frequency, percentage, mean, standard deviation, and
multiple regression analysis. Data were analyzed by using Statistical
Package for the Social Sciences.
The findings revealed that the majority of respondents were male
with the age between 25-34 years old, hold undergraduate degree,
married and stay together. The average income of respondents was
between 10,001-20,000 baht. In terms of occupation, the majority
worked for private companies. The effect to the Buying Decision of
Consumers in Bangkok to including sale promotion with the low
interest and discount for an installment, selling by introducing and
gave product information through sales persons, public relation by
website, direct marketing by annual motor show and advertisement
by television media.
Abstract: The purpose of this research was to study the
motivation factors to influence the decision to choose Thai Fabric. A
multiple-stage sample was utilized to collect 400 samples from
working women who had diverse occupations all over Thailand. This
research was a quantitative analysis and questionnaire was used a tool
to collect data. Descriptive statistics used in this research included
percentage, average, and standard deviation and inferential statistics
included hypothesis testing of one way ANOVA.
The research findings revealed that demographic factors and social
factors had an influence to the positive idea of wearing Thai fabric (F
= 5.377, P value < 0.05). The respondents who had the age over 41
years old had a better positive idea of wearing Thai fabric than other
groups. Moreover, the findings revealed that age had influenced the
positive idea of wearing Thai fabric (F = 3.918, P value < 0.05). The
respondents who had the age over 41 years old also had stronger
believe that wearing Thai fabric to work and social gatherings are
socially acceptable than other groups.