ประสิทธิผลการประชาสัมพันธ์ทางการตลาดรถยนต์นั่งส่วนบุคคลขนาดเล็ก

Abstract

Abstract unavailable

The objectives of this research are (1) to study the strategies of marketing public relations and the strategies of brand image for small passenger car (2) to study consumerûs perceptions toward small passenger car image and (3) to study consumerûs buying decision of small passenger car

This research can be divided into 2 parts. Part 1 is a qualitative research. The data in use is from interviewed persons who are responsible for each brand of small passenger car and supported by relevant documents. Part 2 is a survey research collecting from questionnaire by 400 male and female who live in Bangkok area. Therefore, statistics used in this research are frequency, percentage, mean scores, standard deviation and T-Test. SPSS program is deployed for data processing.

The results of this study are : Part 1 The results are the 3 strategies for projecting small passenger car image commonly used (1) Media Mix Strategy (2) Brand Image Strategy (3) Brand Experience Strategy Part 2 The results of hypotheses testing is able to conclude that (1) The consumerûs perceptions for small passenger car is related to consumerûs buying decision at significant level of 0.05 (2) The consumerûs perceptions is related to small passenger car image at significant level of 0.05 (3) The small passenger car image is related to consumerûs buying decision at significant level of 0.05