The relationships between marketing mix, brand equity, lifestyle and attitude on a consumer’s private product brand purchasing decision.
In a 2018 study, 85% of the American consumers surveyed stated they trusted private brand products at least as much as national brands. In both Asia and Thailand, the importance of private brands is also increasing. Therefore, the researchers undertook a study to investigate the sample group of 1,00...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
AfricaJournals
2019-10-01
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| Series: | African Journal of Hospitality, Tourism and Leisure |
| Subjects: | |
| Online Access: | https://www.ajhtl.com/uploads/7/1/6/3/7163688/article_43_vol_8_5__2019_thailand.pdf |
| _version_ | 1818207410046631936 |
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| author | Fuengnapha Khanta Assist. Prof. Dr. Chalita Srinuan |
| author_facet | Fuengnapha Khanta Assist. Prof. Dr. Chalita Srinuan |
| author_sort | Fuengnapha Khanta |
| collection | DOAJ |
| description | In a 2018 study, 85% of the American consumers surveyed stated they trusted private brand products at least as much as national brands. In both Asia and Thailand, the importance of private brands is also increasing. Therefore, the researchers undertook a study to investigate the sample group of 1,000 Thai Tesco Lotus and Big C retail shoppers about their opinions concerning the importance of the store’s marketing mix (MM), brand equity (BE), their lifestyle (LS), and their attitude (AT) towards their final purchase decision. LISREL 9.1 was used to conduct both a confirmatory factor analysis [CFA] and a structural equation model [SEM] to analyze the study’s six hypotheses and their interrelationships. From the SEM analysis it was determined that the most important causal variables influencing PDPD were BE, AT, MM, and LS, which had total effect values of .61, .23., .22, and .17, respectively. |
| first_indexed | 2024-12-12T04:28:28Z |
| format | Article |
| id | doaj.art-cd7baf63e5084fd6a212747ddf733465 |
| institution | Directory Open Access Journal |
| issn | 2223-814X |
| language | English |
| last_indexed | 2024-12-12T04:28:28Z |
| publishDate | 2019-10-01 |
| publisher | AfricaJournals |
| record_format | Article |
| series | African Journal of Hospitality, Tourism and Leisure |
| spelling | doaj.art-cd7baf63e5084fd6a212747ddf7334652022-12-22T00:38:09ZengAfricaJournalsAfrican Journal of Hospitality, Tourism and Leisure2223-814X2019-10-0185The relationships between marketing mix, brand equity, lifestyle and attitude on a consumer’s private product brand purchasing decision.Fuengnapha Khanta0Assist. Prof. Dr. Chalita Srinuan 1Doctoral Candidate Faculty of Administration and Management King Mongkut’s Institute of Technology Ladkrabang (KMITL) ThailandFaculty of Administration and Management King Mongkut’s Institute of Technology Ladkrabang (KMITL) Thailand In a 2018 study, 85% of the American consumers surveyed stated they trusted private brand products at least as much as national brands. In both Asia and Thailand, the importance of private brands is also increasing. Therefore, the researchers undertook a study to investigate the sample group of 1,000 Thai Tesco Lotus and Big C retail shoppers about their opinions concerning the importance of the store’s marketing mix (MM), brand equity (BE), their lifestyle (LS), and their attitude (AT) towards their final purchase decision. LISREL 9.1 was used to conduct both a confirmatory factor analysis [CFA] and a structural equation model [SEM] to analyze the study’s six hypotheses and their interrelationships. From the SEM analysis it was determined that the most important causal variables influencing PDPD were BE, AT, MM, and LS, which had total effect values of .61, .23., .22, and .17, respectively.https://www.ajhtl.com/uploads/7/1/6/3/7163688/article_43_vol_8_5__2019_thailand.pdfConsumersnational brandsprivate labelretail shoppersThailand |
| spellingShingle | Fuengnapha Khanta Assist. Prof. Dr. Chalita Srinuan The relationships between marketing mix, brand equity, lifestyle and attitude on a consumer’s private product brand purchasing decision. African Journal of Hospitality, Tourism and Leisure Consumers national brands private label retail shoppers Thailand |
| title | The relationships between marketing mix, brand equity, lifestyle and attitude on a consumer’s private product brand purchasing decision. |
| title_full | The relationships between marketing mix, brand equity, lifestyle and attitude on a consumer’s private product brand purchasing decision. |
| title_fullStr | The relationships between marketing mix, brand equity, lifestyle and attitude on a consumer’s private product brand purchasing decision. |
| title_full_unstemmed | The relationships between marketing mix, brand equity, lifestyle and attitude on a consumer’s private product brand purchasing decision. |
| title_short | The relationships between marketing mix, brand equity, lifestyle and attitude on a consumer’s private product brand purchasing decision. |
| title_sort | relationships between marketing mix brand equity lifestyle and attitude on a consumer s private product brand purchasing decision |
| topic | Consumers national brands private label retail shoppers Thailand |
| url | https://www.ajhtl.com/uploads/7/1/6/3/7163688/article_43_vol_8_5__2019_thailand.pdf |
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