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Commenced in January 2007 Frequency: Monthly Edition: International Publications Count: 29644


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9998772
Integrated Marketing Communication to Influencing International Standard Energy Economy Car Buying Decision of Consumers in Bangkok
Abstract:
The objective of this research was to study the influence of Integrated Marketing Communication on Buying Decision of Consumers in Bangkok. A total of 397 respondents were collected from customers who drive in Bangkok. A questionnaire was utilized as a tool to collect data. Statistics utilized in this research included frequency, percentage, mean, standard deviation, and multiple regression analysis. Data were analyzed by using Statistical Package for the Social Sciences. The findings revealed that the majority of respondents were male with the age between 25-34 years old, hold undergraduate degree, married and stay together. The average income of respondents was between 10,001-20,000 baht. In terms of occupation, the majority worked for private companies. The effect to the Buying Decision of Consumers in Bangkok to including sale promotion with the low interest and discount for an installment, selling by introducing and gave product information through sales persons, public relation by website, direct marketing by annual motor show and advertisement by television media.
Digital Object Identifier (DOI):

References:

[1] Kotler, P. (2003). Marketing management: Setting the product and branding strategy 14th ed. New Jersey: Prentice – Hall.
[2] Kotler, P.& Armstrong (2006). Principles of marketing. 11th ed. New Jersey: Prentice Hall.
[3] Theewara Sathichob(2007) " Factors affecting the decision to purchase passenger cars Toyota brand. In the East." Journal of Management Sciences industry. Lat Krabang, Bangkok Institute of Tech.
[4] Manusanun Theasawangkoon(2009)"Exposure information and the use of integrated marketing communications for consumer personal car in Bangkok." Research for Bangkok University.
[5] Kamol Chaiwat (2009) "Recognition Integrated Marketing Communications (IMC) of the consumer to buy a product (Organic Product)" Sripatum University.
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