Browsing by Subject "Promotion"
  • Item
    Factors affecting intention to purchase decision energy drink in Thailand
    (Assumption University Press, 2020) Apirati Pichayadecha ; Papitchaya Wisankosol
    The energy drink business is fastest-growing product category in the beverage market. Refer to globalization, energy drink products are market as an alternative to carbonated products, and it is the opportunity switch from carbonated product to energy drink category in over the last few years. In Thailand perspective, the energy drinks industry grew at a CAGR of 5.8% between 2018 and 2019, THB 22.1 billion in terms of sales value (AC Nielsen, 2020), and there are many companies in this market. Therefore, this market is very competitive and there are various factors affect intention to purchase decision energy drinksin Thailand. The main purpose of this study was to identify factors affecting intention to purchase decision energy drinks in Thailand. The questionnaire was distributed to people who are Thai about 400 participants. Moreover, convenience sampling, which is a non-probability sampling method, is used for the sampling procedure with analyzing the level of impact toward independent variables (product, price, place, promotion, and subjective norm) to the dependent variable (purchase decision). The results of this research indicated that three independent variables, which are product, promotion, and subjective norm, had significantly affecting intention to purchase decision energy drink in Thailand. Therefore, the energy drink business should focus more on the product, promotion, and subjective norm, which creates more attracted to purchase the product.
  • Item
    Factors affecting the purchasing decision facial skincare products of working women in Bangkok Metropolis during economic recession period
    (Assumption University Press, 2020) Pusanisa Boonmangmee ; Preecha Methavasaraphak
    The facial skincare products were in group of convenience goods that customers would buy from their wanted not needed so can said that facial skincare products were unnecessary for life. However, the competition in the skincare business was very high. Consumer had a lot of choices to select. This research aimed to study about factors related and affecting purchasing decision facial skincare products of working women in Bangkok Metropolis during Economic Recession Period. The quantitative questionnaires were conducted and also distributed 400 sets of questionnaires to working women who worked or lived in Bangkok, Thailand which were ever bought facial skincare product within 10 months ago. The Statistical Package for Social Science (SPSS) were used to analyze the data there is three analyses which are descriptive analysis (frequency, mean and standard deviation), correlation analysis and multiple regression analysis.Literature review shown in six factors might be related and affected on purchasing decision consist of product quality, convenience place, promotion, brand, self-image and social norms. After analysis by descriptive analysis and multiple linear regression the result shown only two factors related and affect purchasing decision facial skincare products of working women in Bangkok Metropolis during Economic Recession Period that were product quality and brand. Which can explain that 36.9% (R2=.369) of the variation affect in purchasing decision facial skincare products of working women in Bangkok Metropolis during economic recession period. Others factors consist of convenience place, promotion, self-image and social norms did not had statistic significantly on purchasing decision of working women in Bangkok.
  • Item
    Factors influencing generation Y's online purchase intention toward XYZ online store in Thailand
    (Assumption University Press, 2018-12) Tuangporn Kongprapunt ; Nathaya Pupat
    Electronic commerce is an essential tool and increasing growth in businesses, most of businesses run their operations via an online. Online purchasing is a part of human life as a providing more conveniences and efficiencies of a vendor and a consumer when people compare to traditional purchasing. For generation Y has the high commitment in various channels of purchasing and this generation perceived online shopping was more sage and capable. This study aimed to determine factors influencing generation Y’s online purchase intention toward XYZ online store in Thailand. The researcher collected 400 questionnaires, all questionnaires were distributed in Thailand via Google form to respondents who are intended to online purchase via XYZ online store in past 3 months and generation Y who ages between 18-38 years old in 2018. The results of hypotheses testing showed that generation Y considers quality, brand image, convenience, promotion and trust had a significant influence to online purchase intention. Moreover, the result presented that trust has the strongest significant influencing on online purchase intention. All variables are referred to XYZ Online Store’s website including application.
  • Item
    Factors relating to turnover intention of medical sales representatives of BDSH Thailand Ltd.
    ( 2018) Piyathida Praditbatuga ; Oranich Phakcharoen
    This research aims to study whether job satisfaction in terms of Pay, Promotion, Supervision, Fringe Benefits, Contingent Rewards, Operating Conditions, Coworkers, Nature of Work, and Communication has a relationship with turnover intention of medical sales representatives in BDSH Thailand Ltd. The questionnaire was used as a research instrument to collect data. The data was collected from all 230 medical sales representatives in BDSH Thailand Ltd. Pearson’s correlation analysis was used to test the research hypotheses. The results of this research revealed that turnover intention had a very low positive relationship with pay, promotion, and contingent rewards of medical sales representatives in BDSH Thailand Ltd. In addition, supervision, fringe benefit, operating procedures, coworkers, nature of work, and communication did not have a relationship with turnover intention of medical sales representatives. This finding contrasts with many previous research studies which found a strongly negative relationship between job satisfaction and turnover intention. This may be because of the characteristic of medical sales representatives in BDSH Thailand may different from other jobs. Medical sales representative in BDSH Thailand face pressure from their job requirement for volume of minimum sales per month. Therefore, Pay, Promotion, and Contingent reward may not be the factors that influence their intention to leave the company.
  • Item
    A proposed HR plan to enhance employee motivation: a case of MTA state enterprise, Thailand
    ( 2019) Somchai Rattanaparinyanon ; Somchai Tantasanee
    Nowadays, with the reality of competitiveness, every organization is struggling to obtain competitive benefits as well as better performance and attain productivity plus effectiveness. Companies throughout the world, therefore, take human resources into account as the essence for business as they constantly escalate employee motivation as the force in letting employees achieve goals and organizational objectives towards more effective organizational performance. The purpose of the study was to determine the effect of intrinsic and extrinsic motivational factors among operational-level officers affecting organizational performance of MTA state enterprise, Thailand and recommend plans to enhance their motivation for better company performance. Quantitative data was obtained through distributed online and paper questionnaires from 260 officers at operational level used as sample size. The results revealed that there was significant effect between recognition, empowerment, performance appraisal, and training and career development toward organizational performance ; whereas as for demographic factors, there was significant difference among only genders and performance. Among all of these five independent antecedents, recognition possessed the strongest effect on organizational performance. It could be concluded that it is imperative for the HR department of MTA state enterprise to implement plans on enhancing their motivation through relevant workshops, activities and set-up new criteria or regulations within the company in exchange for higher organizational performance.
  • Item
    A study of factors influencing Thais’ intention to purchase clothing at “Camp” multi-brand store
    (Assumption University Press, 2019) Ployramean Phadungwatanachok ; Fernando, Marrisa
    This study aimed to determine factors influencing the intention of purchasing clothing at “CAMP” multi-brand store in Thailand. This study focused on Thai citizens who have never purchased fashion items at CAMP multi-brand store. The research included studies from previous research with five factors: Attitude, Product, Price, Place and Promotion on Thais’ intention to purchase clothing at “CAMP” multi-brand store. This study was a quantitative research with applying Cronbach’s Alpha, Descriptive and Inferential Statistics to determine the reliability of questionnaire analyze demographics information and test hypotheses. Convenience sampling and snowball sampling were employed in this study. A total of 424 questionnaires were returned and 400 questionnaires used in this analysis. The finding presented that there were all five variable that has a significant effect on Thais’ purchase intention which consisted of attitude, product, price, place and promotion.