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Factors That Influence the Young Adult Consumers Decision in Choosing Coffee Shops in Bangkok, Thailand

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Factors That Influence the Young Adult Consumers Decision in Choosing Coffee Shops in Bangkok, Thailand
論文目錄
 
abstract第1-11頁
  1. Introduction第11-16頁
  1.1 Background第11-14頁
  1.2 Significance第14-16頁
  1.3 Research Question and Objectives第16頁
  2. Literature Review第16-33頁
  2.1 Definitions第16-20頁
    2.1.1 Customer第16頁
    2.1.2 Loyalty and Preferences第16-17頁
    2.1.3 Brand Loyalty第17頁
    2.1.4 Consumer Decision Making第17-20頁
      2.1.4.1 Types of Consumer Decision Making第18-20頁
  2.2 Brand and Social Factors that Affect consumer decision第20頁
  2.3 Consumer Behavior第20-22頁
    2.3.1 Brand image on consumer behavior and behavioral intention第20-22頁
    2.3.2 Conceptual Framework based on consumer behavior第22頁
  2.4 Summary of Literature Review: Critical Perspective第22-30頁
    2.4.1 Customer Motivation/Motivation in General第22-23頁
    2.4.2 Powerful Factors第23-24頁
    2.4.3 Neighborhood Brands (local) versus Universal Brands (international)第24-25頁
    2.4.4 Social Influence第25頁
    2.4.5 Branding and Brand Image第25-27頁
    2.4.6 Young Adults: Generation Y第27-28頁
    2.4.7 Customer Loyalty第28頁
    2.4.8 Customer Loyalty and Young Adults第28頁
    2.4.9 Loyalty and Satisfaction第28-29頁
    2.4.10 Satisfaction amongst Customers第29頁
    2.4.11 Service and Administration Quality第29頁
    2.4.12 Taste第29-30頁
  2.5 Theoretical Framework and Conceptualization第30-33頁
  3. Methodology第33-49頁
  3.1 Data Collection Methodology第33-40頁
    3.1.1 Selected Sample第34頁
    3.1.2 Inspecting Size of Sample第34-36頁
    3.1.3 Questionnaire Design第36-39頁
    3.1.4 Questionnaire Distribution第39-40頁
  3.2 Data Processing第40-41頁
  3.3 Data Analysis第41-45頁
  3.4 Reliability and Validity第45-47頁
    3.4.1 Overview第45頁
    3.4.2 Reliability in a Macro-environmental aspect第45-46頁
    3.4.3 Reliability of the Variable: Internal第46-47頁
  3.5 Validity第47頁
  3.6 Ethical Consideration第47-49頁
  4. Results第49-59頁
  4.1 Respondent Demographics第49-53頁
    4.1.1 Gender and age Distribution第49頁
    4.1.2 Income Distribution第49頁
    4.1.3 Relationship between consumer behavior and age, gender and income第49-53頁
  4.2 Peer Pressure and its association with behaviors of consumers第53-54頁
  4.3 Price and Behavior of Consumer第54-55頁
  4.4 Place and Behavior of Consumers第55-56頁
  4.5 Brand image and association with Consumer behavior第56-57頁
  4.6 Taste and association with Consumer behavior第57-58頁
  4.7 Analysis第58-59頁
  5. Conclusion第59-63頁
References第63-72頁
Appendix第72-78頁

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