Browsing "การค้นคว้าอิสระ (Independent Study - BUS)" by Subject brand equity
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| Issue Date | Title | Author(s) |
| 2557 | คุณค่าตราสินค้าของรถยนต์ยี่ห้อฟอร์ดในมุมมองของผู้บริโภคในเขตกรุงเทพมหานคร | This independent study had the objectives to study general data of brand equity of Ford automobiles by utilizing questionnaires as the tools in data collection. The sample group was consumers using Ford, total 400 samples. Statistics used in data analysis were descriptive statistics, frequency, percentage, mean and standard deviation. The Independent Samples t-test was used to test the difference between two independent groups whereas One-way ANOVA (F-test) was used to determine whether there were any significant differences between the means of the three or more independent groups. Besides, Least Significant Difference (LSD) was also used to determine the minimum difference between any two means.
From the study result, it found that most respondents were male, (60%), aged between 31-40 years (43%), had Bachelor’s Degree (67.5%), had occupation as private company employees (43%), had monthly income between 28,001-38,000 Baht (46.5%), were married for 53%, and type of automobile that they used was pickup truck.
Moreover, from the testing results, it found that the different age, education level and income, had different recognition in brand equity at a significance level of 0.05.; ปุณยนุช รัตนสุดใส |
