Marketing Communications and Brand Equity Affecting Purchase Decisions of Healthy Food in Nakhon Pathom Province

Abstract

The objectives of this research were to 1) study marketing communications affecting purchase decisions of healthy food in Nakhon Pathom Province, 2) study brand equity affecting purchase decisions of healthy food in Nakhon Pathom Province. This research employed quantitative methodology. The population consisted of consumers who had experience in purchasing or had previously purchased healthy food in Nakhon Pathom Province, with an unknown population size. The sample size comprised 385 respondents, selected through simple random sampling. A questionnaire was used as the data collection instrument. The statistics used for analysis included frequency, percentage, mean, and standard deviation, while multiple linear regression analysis was used for hypothesis testing. The research findings revealed that 1) consumers' opinions regarding marketing communications affecting purchase decisions of healthy food in Nakhon Pathom Province were at the highest level overall, and the hypothesis testing accepted that there was a relationship at a statistical significance level of 0.05. 2) consumers' opinions regarding brand equity factors affecting purchase decisions of healthy food in Nakhon Pathom Province were at the highest level overall, and the hypothesis testing accepted that there was a relationship at a statistical significance level of 0.05.