Browsing by Author "Ratiya Tirawatnapong"
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    Factors influencing Bangkok people purchase intention towards Tesco Lotus house brand products
    (Assumption University Press, 2018) Ratiya Tirawatnapong ; Fernando, Marrisa
    This study aimed to determine factors influencing Bangkok people purchase intention towards Tesco house brand products. The study was a quantitative research using Cronbach’s Alpha, Descriptive and Inferential Statistics to determine the reliability of questionnaire analyze demographics information and test hypotheses, respectively. There were 412 questionnaires distributed to samples who live in Bangkok and never been bought Tesco Lotus house brand products Purposive sampling, quota sampling and convenience sampling were employed in this study. The findings presented that there were three variables that had a significant effect on purchase intention which were price, trust and perceived value. However, there were no influence of product, store brand image, and brand awareness toward purchase intention. Moreover, there is no significant mean difference in purchase intention regarding Tesco Lotus house brand among Bangkok people with different monthly income levels.