Factors Affecting Brand Loyalty Toward Seasoning Products Among Consumers in Nakhon Pathom Province
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Abstract
This study aimed to 1) examine consumer perceptions of brand image regarding seasoning products among consumers in Nakhon Pathom Province, 2) investigate consumer opinions on brand loyalty toward seasoning products among consumers in Nakhon Pathom Province, 3) compare consumer opinions on brand loyalty toward seasoning products classified by personal factors, and 4) study the effect of brand image perception on brand loyalty toward seasoning products among consumers in Nakhon Pathom Province. This quantitative research employed questionnaires as data collection instruments. The sample was 400 seasoning product consumers in Nakhon Pathom Province selected by convenience sampling. Statistical analyses included descriptive statistics, t-test, one-way ANOVA, and multiple regression analysis.
The research results were found as follows: 1) Respondents had high-level perceptions of seasoning product brand image overall (Mean = 4.30, S.D. = 0.62), with the attributes dimension having the highest mean (Mean = 4.42, S.D. = 0.59). 2) Respondents demonstrated high-level brand loyalty toward seasoning products overall (Mean = 4.10, S.D. = 0.76), with the emotional dimension having the highest mean (Mean = 4.33, S.D. = 0.66). 3) Personal factors including age, education level, and occupation significantly affected brand loyalty at the 0.05 level, while gender, marital status, and income showed no significant differences. 4) Brand image perception significantly influenced brand loyalty with a predictive coefficient of R² = 0.756, indicating that brand image dimensions could explain 75.6% of the variance in brand loyalty.
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