BRAND VALUE AND MARKETING MIX AFFECTING THE DECISION-MAKING PROCESS FOR PURCHAING RUNNING SHOES OF STUDENTS AT RAJAMANGALA UNIVERSITY OF TECHNOLOGY SUVARNABHUMI

Abstract

This Article aimed to study 1) study the brand value influencing the Decision-Making process for purchasing running shoes among students at Rajamangala University of Technology Suvarnabhumi 2) investigate Marketing mix affecting the decision-making process for purchasing running shoes among students at Rajamangala University of Technology Suvarnabhumi and 3) examine the Decision-Making process for purchasing running shoes among students at Rajamangala University of Technology Suvarnabhumi the sample was quantitative This research is quantitative in nature, totaling 400 people. Data was collected using a questionnaire. Statistical analysis included frequency, percentage, mean, and multiple linear regression;

1) The level of opinion on brand value is at the highest level, especially in terms of brand awareness, brand loyalty, perceived product quality, and brand association

2) The level of opinion on Marketing mix is at the highest level, especially in terms of distribution channels, product, price, and promotion.     

3) The level of opinion about the Decision-Making process is the highest, particularly in seeking information, considering alternatives, being aware of the problem, and post-purchase behavior.

Both brand value and Marketing mix significantly influence the Decision-Making process for purchasing running shoes among students at Rajamangala University of Technology Suvarnabhumi at a significance at the 0.05. level.