Factors of Brand Equity and Word of Mouth affecting to Purchasing Decisions of Supplementary herbal Capsule in Chiang Mai

Abstract

The purpose of this research was to study the Factors of Brand equity related to purchasing decisions and study about the Word of mouth related to purchasing decisions of Supplementary Herbal Capsule in Chiangmai. The sample size was 400. By using questionnaires to collect data. The statistics used for data collection and analysis were frequency, percentage, mean, and standard deviation. The hypothesis was tested using the Pearson Coefficient statistic.

The research found that: That most consumers are male 20 – 29 years old and above, single, most of whom had a bachelor's degree or equivalent and most of them work for private company employees, average monthly income is 10 , 001 - 20 , 000 Thai Baht. The most consumer choose channel to buy the product by online store Shopee/Lazada, they buy the product every 3 weeks and the reasons to buy supplementary herbal capsule is the packaging. The overall of brand equity at a high level. By giving importance to other proprietary brand assets. The overall of the word of mouth at a high level too. By giving importance to personal experience. From the analysis of the hypothesis, it was found that factors of
brand equity and word of mouth have relationship to purchasing decisions statistically significant at the 0.01 level as well.