Smartphone Brand Image from China Affecting to Decision Buying of Bachelor Degree Students in the Bangkok Area

Abstract

This research aims to study the brand image of smartphone phones from China which affect the decision to buy a smartphone from China by university students in Bangkok. A questionnaire has been used to collect data from 400 university students in Bangkok from 10 universities have been randomly selected from 32 universities in Bangkok. These selected universities are divided into 3 groups according to the geographical location, namely Bangkok, inner layer Central Bangkok and the outer Bangkok. To examine the relations between variables and the results of the research show brand image of smart phones from China its affect the decision of university students in Bangkok to buy a smartphone from China by statistical significance.