| Summary: | 碩士 === 美和科技大學 === 企業管理系經營管理碩士班 === 105 === In this paper, the conceptual model of the factors affecting customer buying behavior, applied to the case of JSC TH True Milk, originally developed based on the theory of strategy advertising and customer behavior. From the results of in-depth interviews with several specific groups, the author added the model and finally got an offer a prediction of variables (factors affecting) includes demographic, advertising media, advertising messages, packaging design and system TH True Mart; the dependent variable is the buying behavior of customer.
To verify the validity of the proposed model and the direction and degree of correlation between the variables, sample surveys were conducted with 180 respondents who live in HCM. The data obtained was processed by SPSS 22.0 software.
|
|---|
