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Brand Image of “Thai Airways”Business Research Methodology M

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旭郎 王

on 1 September 2013

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Transcript of Brand Image of “Thai Airways”Business Research Methodology M

Ideas
Ideas
Ideas
Brand Image of “Thai Airways”Business Research Methodology MGT 3940
Group Member
Mr. Xulang Wang ID 4945163
Ms. Pitikun Tongteerapap ID 5214676
Mr. Korakot Srilunchang ID 5410371
Ms. Pusanisa Kankarnchana ID 5410923
Ms. Yuwadee Ghekeim ID 5411695
Mr. Piyapan Ruechurot ID 5414790

RESEARCH TOPIC
A study of Brand Image of Thai Airways

Research objective
To study about brand image of Thai Airways
To determine effects of customer satisfied, customer loyalty, reliability, advertising, towards brand image of Thai Airways.
To determine effects of brand image of Thai Airways towards Purchasing intention
To find factor that provides highest effects on brand image of Thai Airways
To study the difference in brand image of Thai Airways and its related factors among various sample group of people in Central Ladprao.

Conceptual Model
Thanks for your attention
Research Problem
What are the factors that could influence brand image of Thai Airways among people?

Hypothesis
H1: The Perceived Brand image of Thai Airways can be predicted by satisfaction, advertisement, socialization, events and activities, and brand image of Thai Airways.
H2: There is a difference in perceived brand image of Thai Airways between people who are Thai and non-Thai.
H3: There is a difference in perceived customer loyalty of Thai Airways among monthly salary of people.

Hypothesis
H4: There is a difference in perceived satisfaction of Thai Airways among class that people usually take.
H5: There is a difference in perceived reliability of Thai Airways among local airline coming first in people’s mind.
H6: The perceived satisfaction of Thai Airways is high
H7: The Brand image of Thai Airways is high

Research methodology
Target population- People in Central Ladprao
Sampling method- The non-probability sampling method
Sample size-The 120 respondents to distribute our questionnaires
Data collection method - In person, drop off, survey

Sample profiles
Important Findings - Descriptive Analysis
Frequency Table
Contingency Table
Ranking Calculation Table

Conclusion: Most respondent with the percentage of 60.83% go traveling inside the country by personal car.


Transportation for traveling inside the country
Frequency Table

Frequency Table
Conclusion: The first local airline in respondents' mind is "Thai Airways" which is 45.83%


Local airline which comes to people's mind first

Frequency Table

Conclusion: Most respondent with the percentage of 84.17% prefer to take economy class.


Class’ taking

Conclusion: Most respondents with the percentage of 40% prefer to fly during the time of 12.01 to 18.00.


Time to make a flight

Frequency Table
Contingency Table

Conclusion: Most respondents who are less than 18 to 35 years old make flight because of traveling. Aging group of more than 35 years old make flight to work.


Purpose of making flight with ages
Contingency Table

Conclusion: Most Respondents who get salary 10,000 – more than 30,000 fly less than 2 times within 6 months.

Frequency of flying and salary

Contingency Table

Conclusion: Thai airways is the local airline come first in mind of foreigner and Thai people.


First airline in mind and nationality

Contingency Table

Ranking Calculation Table

* Lowest total score is the most influential

Conclusion: The most important airline considering to travel in local area is Thai Airways,
followed by Thai AirAsia, Nok Air, Bankok Airways, and Orient Thai Airline respectively.


The most important airline is considered to travel in local area

Data Analysis and Hypothesis

List of Hypothesis

H1: The Perceived Brand image of Thai Airways can be predicted by satisfaction,
advertisement, socialization, events and activities, and brand image of Thai Airways.


Conclusion:

All 5 factors, including perceived of satisfaction, advertisement, customer loyalty, reliability, and purchasing intention o
f Thai Airways, could significantly influence brand image of Thai Airways. Also, satisfaction could highest influence brand image of Thai Airways, followed by customer loyalty, purchasing intention, reliability, and advertisement respectively.

Conclusion: There is no significant difference in brand image of
Thai Airways between Thai and non-Thai people.


H2: There is a difference in perceived brand image of
Thai Airways between people who are Thai and non-Thai.

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