แจ้งเอกสารไม่ครบถ้วน, ไม่ตรงกับชื่อเรื่อง หรือมีข้อผิดพลาดเกี่ยวกับเอกสาร ติดต่อที่นี่ ==>
หากไม่มีอีเมลผู้รับให้กรอก thailis-noc@uni.net.th
หากไม่มีอีเมลผู้รับให้กรอก thailis-noc@uni.net.th
Thitiya Srichaichanwong. The influence of sensory marketing on customer satisfaction and repurchase intention for plant-based proteins. Master's Degree(Business Innovation). Thammasat University. Thammasat University Library. : Thammasat University, 2021.
The influence of sensory marketing on customer satisfaction and repurchase intention for plant-based proteins
Name: Thitiya Srichaichanwong
keyword:
Sensory marketing
Abstract:
Today, plant-based proteins are becoming increasingly popular, leading entrepreneurs to compete to attract customers by sensory marketing to stimulate consumer brand loyalty, affecting purchase behavior. Although sensory marketing success remains rudimentary, if entrepreneurs improve visuals, taste, and smell attributes, better marketing may be achieved with financial benefits from increased sales, profits, and market share. This research explored the effect of multi-sensory marketing on repurchase intention for plant-based proteins. The senses of sight, taste, and smell were independent variables, customer satisfaction was mediating variable, and repurchase intention dependent variable. 362 samples provided data by questionnaire. Results were that sight, taste, and smell significant influenced customer satisfaction which, in turn, significantly influenced repurchase intention. Label information as moderator negatively influenced the relationship between customer satisfaction and repurchase intention. By contrast, control variables such as gender, age, educational level, average monthly income, and marital status did not affect repurchase intention. These finding may help expand sensory marketing contextual knowledge and understanding of factors that influence repurchase intentions. Future research may focus on a complete review of the influence of repurchase intentions, providing marketing practitioners with accurate understanding of techniques and strategies for influencing purchase behavior by sensory manipulation
Thammasat University. Thammasat University Library
Address:
BANGKOK
Email:
preserv@tu.ac.th
Name: Thanyaporn Soontornthum
Role:
advisor
Created:
2021
Modified:
2023-02-23
Issued:
2023-02-23
วิทยานิพนธ์/Thesis
application/pdf
eng
DegreeName: Master of Business Administration
Level: Master's Degree
Descipline: Business Innovation
Grantor: Thammasat University
©copyrights Thammasat University
RightsAccess:
ใช้เวลา
-0.95741 วินาที
Thitiya Srichaichanwong
| Title | Contributor | Type |
|---|---|---|
| The influence of sensory marketing on customer satisfaction and repurchase intention for plant-based proteins
มหาวิทยาลัยธรรมศาสตร์ Thitiya Srichaichanwong | Thanyaporn Soontornthum | วิทยานิพนธ์/Thesis |
Thanyaporn Soontornthum