THE INFLUENCE OF MARKETING MIX AND BRAND EQUITY ON CONSUMER PURCHASING DECISIONS FOR DOI KHAM PRODUCTS IN BANGKOK AND ITS VICINITY

Abstract

This study aims to examine the influence of Marketing Mix factors 4Ps product, price, place, and promotion as well as Brand Equity factors, including brand awareness, brand association, perceived quality, and brand loyalty, on the Purchase Decision for Doi Kham Products in Bangkok and its Vicinity. The research adopts a quantitative approach, collecting data from 400 respondents using questionnaires. The findings reveal that the Marketing Mix factors 4Ps product, price, and promotion along with Brand Equity factors brand awareness, perceived quality, and brand loyalty significantly influence consumers’ Purchase Decisions for Doi Kham Products in Bangkok and its Vicinity at the 0.05 level of statistical significance.