• ISSN: 2010-023X
    • Frequency: Bimonthly
    • DOI: 10.18178/IJTEF
    • Editor-in-Chief: Prof.Tung-Zong (Donald) Chang
    • Executive Editor: Ms. Cherry L. Chen
    • Abstracting/ Indexing: Engineering & Technology Digital Library, ProQuest, Crossref, Electronic Journals Library , EBSCO, and Ulrich's Periodicals Directory
    • E-mail: ijtef@ejournal.net
IJTEF 2014 Vol.5(4): 347-350 ISSN: 2010-023X
DOI: 10.7763/IJTEF.2014.V5.395

A Study of Demographics Influencing on Consumer Behavior and Attitude towards Brand Equity of Optical Business in Thailand

Piyachat Laoviwat, Pramote Suppapanya, and Khanchitpol Yousapronpaiboon
Abstract—The objectives of this study were to examine whether demographics could influence on the consumer behavior and attitude towards brand equity of optical business. The sample was 350 secondary and high school students in Thailand using self-administered questionnaire for data collection. The major consumer’ reason to purchase eyeglasses was optician’s specialist; the reason to wear eyeglasses was having myopia; and the people influencing in purchasing eyeglasses was oneself. The score of consumer attitude towards brand equity were brand association, perceive quality, brand loyalty, and brand awareness, respectively. The hypothesis test results indicated that gender, education, and household income influenced consumer behaviors, at statistical significance level 0.05. It also found that education influenced brand loyalty and household income influenced brand awareness, at statistical significance level 0.05.

Index Terms—Brand equity, consumer behavior, demographics, optical business.

The authors are with College of Graduate Study in Management (MBA), Khon Kaen University, Bangkok Campus, Thailand (e-mail: l.piyahat@hotmail.com, pramote_suppa@yahoo.com, yousapro@yahoo.com).

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Cite: Piyachat Laoviwat, Pramote Suppapanya, and Khanchitpol Yousapronpaiboon, "A Study of Demographics Influencing on Consumer Behavior and Attitude towards Brand Equity of Optical Business in Thailand," International Journal of Trade, Economics and Finance vol.5, no.4, pp. 347-350, 2014.

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