Collection Title:	SIU IS
Title :	Factors Affecting on Brand Preference of Motorbikes Sale in Kathmandu Valley
Material Type:	printed text
Authors:	Sharad Pant, Author ; Virachai Vongbunsin, Associated Name ; Chanchai Bunchapattanasakda, Associated Name
Publisher:	Bangkok: Shinawatra University
Publication Date:	2019
Size:	30 cm.
Price:	500.00 baht
General note:	SIU IS: SOM-MBA-2019-N30 Independent study [MS.[MBA]] -- Shinawatra University, 2019
Languages :	English (eng)
Descriptors:	[LCSH]Marketing -- brand [LCSH]Motorcycles
Keywords:	Brand image, Brand attitude Brand attribute, Brand attribute, Reference Group
Abstract:	The research is conducted on the topic “Factor Affecting on Brand Preference of Motorbikes Sales in Kathmandu Valley”. It deals with how customer makes purchase decision of motorbike on the basis of brand preference. The brand is a vital consideration in the market for any product now days. It has various factors that are analyzed by the customers. Those enable the customers to make their decision regarding what to get and what not to get. One of the factors is the image that a brand has. In present society and living way, the Brands not only represent the symbol of the company or product but also to a larger extent define the general life of a person. What the person uses can reflect his taste of life, his status in the society, his economic background and many other things. The population for this research survey is customer of Kathmandu valley. A total of 400 questionnaires were sent online, out of them, 385 responses were considered for data analysis. The research was based in 3 different places. They are Kathmandu, Bhaktapur and Lalitpur. The result indicates that there is a positive correlation between independency of brand preference and brand attribute. It means that higher the brand attribute towards the motorbike, higher would be brand preference of motorbike sales. There is a positive correlation between brand preference and reference. It means that reference for motorbike, higher would be brand preference of motorbike sales. The regression of brand image variables on brand preference shows that beta coefficient for brand image is positive with brand preference.
Curricular :	BBA/MBA
Record link:	http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=27953

SIU IS. Factors Affecting on Brand Preference of Motorbikes Sale in Kathmandu Valley [printed text] / Sharad Pant, Author ; Virachai Vongbunsin, Associated Name ; Chanchai Bunchapattanasakda, Associated Name . - [S.l.] : Bangkok: Shinawatra University, 2019 . -  ; 30 cm.
500.00 baht
SIU IS: SOM-MBA-2019-N30
Independent study [MS.[MBA]] -- Shinawatra University, 2019
Languages : English (eng)

Descriptors:	[LCSH]Marketing -- brand [LCSH]Motorcycles
Keywords:	Brand image, Brand attitude Brand attribute, Brand attribute, Reference Group
Abstract:	The research is conducted on the topic “Factor Affecting on Brand Preference of Motorbikes Sales in Kathmandu Valley”. It deals with how customer makes purchase decision of motorbike on the basis of brand preference. The brand is a vital consideration in the market for any product now days. It has various factors that are analyzed by the customers. Those enable the customers to make their decision regarding what to get and what not to get. One of the factors is the image that a brand has. In present society and living way, the Brands not only represent the symbol of the company or product but also to a larger extent define the general life of a person. What the person uses can reflect his taste of life, his status in the society, his economic background and many other things. The population for this research survey is customer of Kathmandu valley. A total of 400 questionnaires were sent online, out of them, 385 responses were considered for data analysis. The research was based in 3 different places. They are Kathmandu, Bhaktapur and Lalitpur. The result indicates that there is a positive correlation between independency of brand preference and brand attribute. It means that higher the brand attribute towards the motorbike, higher would be brand preference of motorbike sales. There is a positive correlation between brand preference and reference. It means that reference for motorbike, higher would be brand preference of motorbike sales. The regression of brand image variables on brand preference shows that beta coefficient for brand image is positive with brand preference.
Curricular :	BBA/MBA
Record link:	http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=27953