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Empirical Analysis of Marketing Factors Affecting Future Intention toward Furniture Store Brand in Bangkok

Kedwadee Sombultawee
Falculty of Management Science, Silpakorn University, Petchaburi, Thailand
Abstract—This research aims to study marketing factors affecting future intention toward furniture store brand in Bangkok. The methodology of this research was applying quantitative research methods to reveal the study, using a sampling group, which is furniture customer in Bangkok. The data was collected by simple random sampling to 400 samples (Alpha 0.05). Descriptive statistics and inferential statistics, Factor Analysis by principle component analysis and Orthogonal Rotation by Varimax Method and Multiple regressions, were also used in this research. The research revealed that 1) most consumers were female who were 31-40 years old, marriage, graduated Bachelor’s Degree, worked in private companies, and earned 10,000-20,000 THB per month. 2). the respondents’ buying decision was chiefly affecting by marketing activities which are co-creation, corporate social response, communication and customer care. All factors have significant affect in future intention toward furniture brand at 0.00 statistically significant levels.

Index Terms—co-creation, CSR, communication, customer care and furniture

Cite: Prasopchai Pasunon, Thirawat Chantuk and Kedwadee Sombultawee, "Empirical Analysis of Marketing Factors Affecting Future Intention toward Furniture Store Brand in Bangkok," Journal of Advanced Management Science, Vol. 3, No. 2, pp. 168-173, June 2015. doi: 10.12720/joams.3.2.168-173
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