SIU IS. Factors Affecting on Brand Preference of Motorbikes Sale in Kathmandu Valley / Sharad Pant / Bangkok: Shinawatra University - 2019

Public ISBD No review available on this record. 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

SIU IS. Factors Effecting Consumers Brand Preference for Soft Drinks / Mahima Manandhar / Bangkok: Shinawatra University - 2017

Public ISBD No review available on this record. Collection Title: SIU IS Title : Factors Effecting Consumers Brand Preference for Soft Drinks Material Type: printed text Authors: Mahima Manandhar, Author ; Chanchai Bunchapattanasakda, Associated Name ; Manoj Kumar Bhatta, Associated Name Publisher: Bangkok: Shinawatra University Publication Date: 2017 Pagination: ix, 56 p. Layout: ill, Tables Size: 30 cm. Price: 500.00 General note: SIU IS: SOM-MBA-2017-N14 IS [MS. [MBA]] -- Shinawatra University, 2017 Languages : English (eng) Descriptors: [LCSH]Marketing -- brand [LCSH]Soft drinks Keywords: Soft drinks, celebrity endorsements, brand preference, advertisement Abstract: Soft drink has been an important medium of refreshment. The manufacturers of the drinks caught the attention of people through attractive advertisement. Leading companies have started releasing drinks with numerous name brands in Nepalese market. This study aims at analyzing whether the factors, such as taste, price, packaging, and celebrity, affect the brand preference of soft drink. In an attempt to get the result, the hypothesis is developed to identify weather there is a significant relationship between the above mentioned advertised attributes which are taken as the independent variables, and brand preference of soft drink, which is taken as the dependent variable. This study focuses on analyzing the consumer’s brand preferences for Aerated/ Carbonated drinks focusing on Coca Cola, Fanta, Sprite, Pepsi, Slice and Mountain Dew. A structured questionnaire was used to collect data from 84 respondents who were of both genders; male and female through convenience sampling. The results show that taste and price of the soft drink brand influences the respondents to make brand preferences but not by packaging and celebrity endorsements. Similarly, the respondents of different occupation get influenced by taste and price but do not get influenced by packaging and celebrity. The study also revealed that Television is the most effective media used for advertising the brand. In view of this, the marketing managers of soft drink companies are suggested to give more attention to Television as a medium of advertisement because of its versatile feature and better geographic coverage. They can employ integrated advertising of their products and allocate more budgets for Television advertisements due to its great impact in influencing consumer choice. Likewise, after television outdoor media is also given preference. Therefore looking at the current scenario, advertisement in social media such as YouTube, Facebook can also create a lot of influence amongst people of all age groups. Similarly, the findings also show that celebrity endorsements are not much valued by the consumers and therefore marketers must focus their budget more on providing quality soft drinks rather than investing on celebrity endorsements. Curricular : BBA/MBA Record link: http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=27398 SIU IS. Factors Effecting Consumers Brand Preference for Soft Drinks [printed text] / Mahima Manandhar, Author ; Chanchai Bunchapattanasakda, Associated Name ; Manoj Kumar Bhatta, Associated Name . - [S.l.] : Bangkok: Shinawatra University, 2017 . - ix, 56 p. : ill, Tables ; 30 cm. 500.00 SIU IS: SOM-MBA-2017-N14 IS [MS. [MBA]] -- Shinawatra University, 2017 Languages : English (eng) Descriptors: [LCSH]Marketing -- brand [LCSH]Soft drinks Keywords: Soft drinks, celebrity endorsements, brand preference, advertisement Abstract: Soft drink has been an important medium of refreshment. The manufacturers of the drinks caught the attention of people through attractive advertisement. Leading companies have started releasing drinks with numerous name brands in Nepalese market. This study aims at analyzing whether the factors, such as taste, price, packaging, and celebrity, affect the brand preference of soft drink. In an attempt to get the result, the hypothesis is developed to identify weather there is a significant relationship between the above mentioned advertised attributes which are taken as the independent variables, and brand preference of soft drink, which is taken as the dependent variable. This study focuses on analyzing the consumer’s brand preferences for Aerated/ Carbonated drinks focusing on Coca Cola, Fanta, Sprite, Pepsi, Slice and Mountain Dew. A structured questionnaire was used to collect data from 84 respondents who were of both genders; male and female through convenience sampling. The results show that taste and price of the soft drink brand influences the respondents to make brand preferences but not by packaging and celebrity endorsements. Similarly, the respondents of different occupation get influenced by taste and price but do not get influenced by packaging and celebrity. The study also revealed that Television is the most effective media used for advertising the brand. In view of this, the marketing managers of soft drink companies are suggested to give more attention to Television as a medium of advertisement because of its versatile feature and better geographic coverage. They can employ integrated advertising of their products and allocate more budgets for Television advertisements due to its great impact in influencing consumer choice. Likewise, after television outdoor media is also given preference. Therefore looking at the current scenario, advertisement in social media such as YouTube, Facebook can also create a lot of influence amongst people of all age groups. Similarly, the findings also show that celebrity endorsements are not much valued by the consumers and therefore marketers must focus their budget more on providing quality soft drinks rather than investing on celebrity endorsements. Curricular : BBA/MBA Record link: http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=27398

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Barcode	Call number	Media type	Location	Section	Status
32002000595510	SIU IS: SOM-MBA-2017-N14	SIU Independent Study	Graduate Library	Thesis Corner	Available