Marketing communications to influencing buying decision at Tesco Lotus for consumers in Bangkok

Abstract

The objectives of the research were 1) to study marketing communications buying behavior, and buying decision of consumers Tesco Lotus in Bangkok 2) to compare demographic characteristics with buying decision of consumers, 3) to compare buying behavior with buying decision of consumers, and 4) to study marketing communications effect buying decision of Tesco Lotus of consumers in Bangkok. The sample group consisted of 400 consumers at Tesco Lotus. The research instrument was a questionnaire. The statistics from the research were frequency, percentage, mean, standard deviation, and Multiple Regression Analysis. Statistical significance level was set .05.The study presented the following results: 1) marketing communication was in high levels consisted of public relations, promotion and personal selling, 2) the most buying behavior of consumers: lower one a week, buying in Saturday and Sunday, 18.01-22.00 p.m., buying in supermarket, media exposure from television broadcasting, buying decision of advertising media, 5011,000 bath buying and buying for use, 3) buying decision of consumers’ Tesco Lotus was in high level including product, location and price, 4) different age and education had differences on their buying decision of consumers’ Tesco Lotus, 5) different buying behavior had differences on their buying decision of consumers’ Tesco Lotus and 6) marketing communications affected buying decision of Tesco Lotus of consumers in Bangkok included public relations, promotion and personal selling. An equation in the rawscore form