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Kawee Boonlertvanich
Consumer Buying and Decision Making Behaviour of a Digital Camera in Thailand
-quantitative research design
-using Consumer Style Inventory (CSI)
-consists of 51 questions
-consists 2 sections;
(a) demographic questions and
(b) CSI questions regarding digital cameras
-section (b) using Likert-scaled with a scale of 1 (strongly disagree) to 5 (strongly agree)

-conducted in Bangkok
-450 undergraduate students from selected university (Chulalongkorn, Thammasat and Ramkhamhaeng)
-but only 400 were identified as valid sample

DV:
-purchase intention
-innovation factors
-decision making behaviour

IV;
-perfectionistic/high quality consciousness
-brand consciousness/price equals quality
-novelty/fashion consciousness
-recreational/hedonic consciousness
-price consciousness/value for the money
-impulsiveness/carelessness
-confusion by overchoice
-habit/brand or store loyalty
-mass media influence
-social influnce
-lifestyle influence
Most owner purchased digital cameras for personal use. Sony leads for brand popularity followed by Canon and Fuji. Popularity and price become main factor for decision making. Well –known brands and realtionships between price - gender,age and incomes shows positively reactions regarding decision making.
Apiluck Thammawimutti and Sirion Chaipoopirutana
The Relationship Between Brand Equity, Product Attributes and Purchase Intention: a Study of Sony Digital Cameras in Bangkok
Consists of 3 part:
-brand equity
-product attributes
-purchase intention

-all questions were stated in Likert-scaled using 5 levels of agreements
-
Questionnaires were distributed to 400 consumers both male and female over 18 years old in 5 of Bangkok’s largest department stores which had Sony showrooms selling digital cameras, as shown below:
-The Mall,Bangkapi
-Central Ladprao
-The Mall,Bangkae
-Maboonkrong Center
-The Mall,Ngamwongwan

DV:
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