Perceived Brand Equity Affecting Consumer Buying Decision of IKEA Stores

Abstract

This research aims to study difference in demographic characteristics have difference in consumer buying decision of IKEA stores, and to study perceived brand equity affecting consumer buying decision of IKEA stores. This research was a quantitative research. The sample group used in this research was 400 consumers who came to use the service at IKEA Mega Bangna branch and IKEA Bang Yai branch. The sampling used a convenience sampling method and used questionnaires as a tool to collect data. The statistics used in the data analysis were percentage, mean, standard deviation, independent sample t-test, one-way ANOVA, and multiple regression analysis. The hypothesis testing results showed that difference in demographic factors including age, education, occupation, and income have different consumer buying decision of IKEA stores. In addition, perceived brand equity in terms of brand awareness, perceived brand quality, and brand loyalty influenced consumer buying decision of IKEA stores. While perceived brand equity in terms of brand association did not influence consumer buying decision of IKEA stores. The forecaster with the highest multiple regression coefficient was brand awareness, followed by brand loyalty, and perceived brand quality, respectively, which all variables can together predict consumer loyalty by 50.41 percent.

Keywords— Consumer buying decision, IKEA stores, Perceived brand equity