PERCEIVED PRODUCT QUALITY, BRAND AWARENESS, AND PROMOTION CONTRIBUTIONS AFFECTING PURCHASE DECISION OF CONVENIENCE STORES IN BANGKOK, THAILAND

Abstract

This study aims to understand the perspective of product quality, brand awareness and promotion contribution affecting purchasing decisions in convenience stores in Bangkok, Thailand. The three independent variables of this study are product quality, brand awareness, and promotion contributions. The sub-variables of product quality are performance, reliability, and original product. The sub-variables of brand awareness are the number of stores, advertisements, and social media influence. The sub-variables of promotion contributions are discounts, combo, and memberships. The dependent variable of this study is consumer purchasing decisions. Quantitive research was used for the collection of data and the total responses for this quantitive is 454 foreigners who are living or long staying in Bangkok as sampling. The questionnaire is based on multiple-choice questions for demographic data but some questions require answers with opinions about the questions regarding both independent and dependent variables and supporting the result of the research. The result supported all three proposed hypotheses, showing that there is a connection between the independent variables (product quality, brand awareness, and promotion contributions) and dependent variables (consumer purchasing decisions).