Factors Related to the Perceived Brand Equity of Laptops among Undergraduate Students at Naresuan University, Phitsanulok Province

Abstract

       This study aims to study factors related to perceived brand equity of laptops among undergraduate students at Naresuan University. Questionnaires were used to collect data. The study sample was comprised of 400 undergraduate students. Descriptive statistical devices for this study consisted of frequency, percentage, mean and standard deviation. Inferential statistical analysis tools were Independent T-Test, One-Way ANOVA and Simple Correlation Analysis. 

      The hypothesis testing results revealed that the monthly income and the brand of laptops students were interested in purchasing in the future significantly affect their perceived brand equity in terms of brand awareness, perception of quality, and brand loyalty. It was also found that both the marketing mix (7Ps) and the information-seeking channels significantly related to the perceived brand equity of laptops. Among the marketing mix elements (7Ps), the process aspect was considered most important by the sample group, followed by people, distribution channels, the creation and presentation of physical characteristics, product, price, and promotion, respectively. In terms of information-seeking channels, the sample group prioritized obtaining information from various media, followed by direct user experience, information from dealers, and personal contacts, respectively. When it comes to factors influencing the perception of the brand equity of laptops, the sample group prioritized the perception of quality, followed by brand awareness, brand loyalty, and the relationship with the brand, respectively.