The effect of advertising on BTS Skytran towards purchasing intention
item.page.files.excerpt
item.page.dc.publisher
item.page.dcterms.publisher
item.page.dc.date.issued
2017
item.page.dc.date.copyright
item.page.mods.genre
item.page.dc.relation.ispartofseries
item.page.mods.edition
item.page.dc.language.iso
eng
item.page.dc.format.mimetype
application/pdf
item.page.dc.format.extent
6 pages
item.page.dc.identifier.isbn
item.page.dc.identifier.issn
item.page.dc.identifier.eissn
item.page.dc.identifier.doi
item.page.dc.identifier
item.page.dcterms.accessRights
item.page.oaire.accessRight
item.page.au.identifier.callno
item.page.au.identifier.other
item.page.dc.date.copyrighted
item.page.mods.physicalLocation
item.page.dc.identifier.citation
Assumption University-eJournal of Interdisciplinary Research (AU-eJIR) Vol 2. Issue 1
item.page.dc.title
The effect of advertising on BTS Skytran towards purchasing intention
item.page.dc.title.alternative
item.page.dc.contributor.author
item.page.dc.contributor.editor
item.page.dc.contributor.advisor
item.page.ithesis.email.advisor
item.page.dc.contributor
item.page.dc.contributor.other
item.page.dc.description.abstract
BTS Skytrain was known as a rapid transit system in Bangkok, the capital city of
Thailand. There is an advertising establish in the Skytrain and in the station’s area. With an
expansion and development of the BTS Skytrain for the highest used, most of the areas belong
to BTS were used for advertisement purpose as there is people using BTS Skytrain more than
500,000 people per day. It can guarantee that the advertising shown in BTS Skytrain area
will attract large amount of people. This study investigated that among three types of transit
advertising provide in BTS Skytran area; in the station, on the surface of trains, and inside of
the trains, which one is the most attractive and affect purchasing intention. In addition, the
purpose of the study is to investigate that the transit advertising mentioned above can create
customer awareness and increase an interest of the product or service advertised in the BTS
Skytrain area.
In this study, a questionnaire was used as a tool to collect the primary data. A total of 150
questionnaires were distributed and completed by the target populations who are Thai people
that have been used BTS Skytrain even occasionally or daily. The data was analyzed by using
descriptive statistics and the hypotheses tested use Multiple Regression and Anova.
This research highlighted that transit advertising in the BTS Skytrain is a useful channel to
distribute the information for product and service access by large group of customer.
Moreover, advertising in BTS Skytrain area was found as an effective supporting tool either
for service provider or product manufacturer to promote and create brand awareness to the
customer using a benefit of the growth and expansion in BTS users.
item.page.dc.description.tableofcontents
item.page.dc.description
item.page.dcterms.description
item.page.dc.description.uri
item.page.dc.description.sponsorship
item.page.dc.coverage.spatial
item.page.dc.relation.ispartof
item.page.thesis.degree.name
item.page.thesis.degree.level
item.page.thesis.degree.department
item.page.thesis.degree.discipline
item.page.thesis.degree.grantor
item.page.dc.subject.classification
item.page.dc.subject.lcc
item.page.dc.subject.other
item.page.dc.subject
item.page.dc.rights
This work is protected by copyright. Reproduction or distribution of the work in any format is prohibited without written permission of the copyright owner.