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The impact of brand on Thai female consumer in purchase decision of foreign makeup product
Mälardalen University, School of Sustainable Development of Society and Technology.
2009 (English)Independent thesis Advanced level (degree of Master (One Year)), 15 credits / 22,5 HE creditsStudent thesis
Abstract [en]

Date: 2009-06-02

Program: International Marketing

Authors: Anantaya Ponbamrungwong & Sirada Chandsawang

Title: The impact of brand on Thai female consumer in purchase decision of foreign makeup product

Research Question: Does brand equity affect Thai female consumer in foreign makeup product purchase?

Purpose: to investigate the effect of brand on consumer purchasing decision of foreign makeup product. The outcome of the research would be beneficial to marketing professionals especially in Thai cosmetics-makeup industry to understand the target consumer-based brand equity regarding their purchasing decision.

Method: The concepts of Brand equity and Purchase decision are chosen to study behavior of the target respondents; Thai female consumers who live in Bangkok, Thailand on their purchase decision of buying foreign makeup products.

Conclusion: Brand equity does not totally affect Thai female consumer in their purchasing decision of buying foreign make up products. However, the respondents have the concept of brand equity: brand loyalty, brand awareness, brand associations and perceived quality in their mind but they did not generally relate the whole concepts to make a final purchase decision of foreign makeup products.

 

Keywords: Cosmetic, Makeup products, Brand equity, Purchase decision

Place, publisher, year, edition, pages
2009. , p. 60
Keywords [en]
Cosmetic, Makeup products, Brand equity, Purchase decision
Identifiers
URN: urn:nbn:se:mdh:diva-6842OAI: oai:DiVA.org:mdh-6842DiVA, id: diva2:236236
Presentation
(Arabic)
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2009-10-16 Created: 2009-09-22 Last updated: 2009-10-16Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
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Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
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  • Other locale
More languages
Output format
  • html
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