Factors that influence brand loyalty of consumers in Bangkok in purchasing powdered milk for children

Abstract

The purpose of this research was to study consumers’ brand loyalty in Bangkok in purchasing powdered milk for children. Conceptual framework of the study was applied based on the concepts of marketing mix from consumer’s perspectives, brand equity, and consumer behavior. Sample random sampling technique was applied to select 400 customers in Bangkok who have bought powdered milk for children to answer self-reported questionnaire. Data were analyzed by bivariate analysis consisted of t-test, F-test, Least Significant Difference, and Chi-Square Test Research findings revealed that: the majority of consumers were 21-30 years old university graduate married female working as employees in private companies with salary between 20,001-25,000 Baht; and Marketing mix from consumer’s perspectives, brand equity, and consumer behavior significantly yielded differences in brand loyalty of purchasing powdered milk for children with a statistical significance. These results implied that manufacturers in the industry of powdered milk for children should have continuously improved their marketing strategies by focusing on remarkable nutritional aspects of the product to differentiate their powdered milk products for children. This differentiation could also build brand loyalty among their consumers.