Product Image and Service Quality Influencing the Purchase Decisions of Chinese Brand Air Conditioners Among Thai Consumers in Bangkok and Metropolitan Area

Abstract

This research had the objectives to study 1) levels of opinions on product image, service quality, and purchase decisions of Chinese brand air conditioners among Thai consumers in Bangkok and its metropolitan area and 2) opinions the factors related to product image and service quality that influence the purchase decisions of Chinese brand air conditioners among Thai consumers in Bangkok and its metropolitan area. The sample consists of 385 Thai consumers aged 20 years and above who use Chinese brand air conditioners and reside in Bangkok and its metropolitan area. It was survey research using a questionnaire as a tool and descriptive statistics of percentage, means and
standard deviations and inferential statistics of Multiple Enter Regression Analysis.
Research results found that
1) levels of opinions of regarding product image has the most significant impact on the purchase decision of Chinese brand air conditioners among Thai consumers in Bangkok and its metropolitan area. Following this, the importance of the purchase
decision itself is ranked as significant, and service quality is also considered significantly important. and 2) results of Multiple Enter Regression Analysis found that product image and service quality significantly influence the purchase decisions of Chinese brand air conditioners among Thai consumers in Bangkok and its metropolitan area, with statistical significance at the .01.