Marketing communication channels toward buying decision of reebok products in Bangkok

Abstract

The purpose of this independent study to study the demographic factors that affect the buying decision of Reebok products in Bangkok and to study marketing communication channels that affect to the buying decision of Reebok products in Bangkok. This research is quantitative research, using survey and questionnaire as a tool to collect data from the 400 samples in Bangkok. The result of this research found that the majority of them were single female consumers were in the age range between 21-25 years old and hold bachelor’s degree or equivalent, working at a private company and earning the personal income between 10,000 – 20,000 baht. While the marketing communication channels found that the most important factor was Personal selling, followed by Sales promotion and Public Relations. Moreover, in decision making, the marketing communications channel had influenced consumer buying decisions in Bangkok. The statistically significant level at .05 was the Public Relations factor, Sales promotion factors, Personal selling factors staff and Direct marketing factors. While advertising factors do not affect consumers' decision to buy Reebok products.