7/29/2019 Demographic factors Related with Brand Loyalty of
Samsung Mobile Phone Customers in Huahin, Prachuapkhirik
1/6
1 ( )
14 . . 2555
Demographic factors Related with Brand Loyalty of Samsung Mobile
Phone
Customers in Huahin, Prachuapkhirikhan
. *, ** *** Dr.Taninrat rattanapongpinyo, Benjawadee Klinthup
and Patcharaporn Pumpuang
400
4
2 2 2
2
20 10,000 /
* ; E-mail: [email protected]
** ; E-mail:
[email protected] *** ; E-mail:
[email protected]
7/29/2019 Demographic factors Related with Brand Loyalty of
Samsung Mobile Phone Customers in Huahin, Prachuapkhirik
2/6
1 14 . . 2555
[163]
: , ,
Abstract
The purposes of this research were to investigate demographic
factors, perception of appearance,
consumers feeling towards the brand, and brand loyalty in a
relationship with brand loyalty. Thepopulation of this research is
that consumers who use Samsung mobile phones in Huahin,
Prachuapkhirikhan. The sample used in this study was a group of
some consumers who use Samsung
mobile phones living in Huahin, Prachuapkhirikhan, 400 people
used to gather data for this study is a
questionnaire developed for the purposes of research. The fourth
question is closed using descriptive
statistics to analyze data including frequency, percentage,
mean, standard deviation and analyzed using
inferential statistics to test the hypothesis is to test the
difference between the values, average sample of
two groups using t - test for independent sample to test the
difference between the average of the
samples containing more than two groups was analyzed using
One-way ANOVA test the relationship of
two variables that are independent of each other, or the
relationship between two sets of data using the
correlation coefficient of Pearson. The results showed that most
respondents were female, under 20years, low levels of education
than a bachelor's degree, the average monthly income of less than
10,000,
and professional student. Customer loyalty in Samsung mobile
phones brand is associated with theperception of the appearance and
feel of the brand to consumers of hypothesis testing that;
different
gender haventdifferent brand loyalty; different age have
different brand loyalty; different studies havedifferent brand
loyalty; different income haventdifferent brand loyalty, and
different career havedifferent brand loyalty .
Key Word: Relationship, Brand Loyalty, Samsung
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