Multi-brand retail purchasing decisions: Brand equity, demographics, marketing mix

Abstract

In light of faster lifestyles and a strong need for convenience among city consumers, multiband retailers (MBR) have experienced considerable growth by providing a variety of product lines within a store format. Therefore, this study attempts to test multiple hypotheses about the factors affecting consumer buying decisions in Bangkok's MBR storefronts. From the 417 consumers surveyed, ANOVA and multiple regression analysis were performed on each respondent's demographic characteristics, the 7Ps marketing mix factors, and brand equity dimensions. Results help determine that demographic characteristics such as age, education, and income significantly affect consumer decision-making, while brand equity dimensions, including brand awareness, loyalty, and perceived quality, play important roles. The study’s results suggest that combining demographic profiles, brand-related perceptions, and experiential elements within the retail setting shapes consumer purchasing decisions in MBR environments. These findings offer valuable insights for retailers seeking to design targeted segmentation strategies, enhance in-store experiences, and align brand offerings with consumer expectations in dynamic urban markets.