1

()

14 ..2555

Demographic factors Related with Brand Loyalty of Samsung Mobile Phone
Customers in Huahin, Prachuapkhirikhan
*

**

***

. ,
Dr.Taninrat rattanapongpinyo, Benjawadee Klinthup and Patcharaporn Pumpuang

400

4

2 2
2
2
20 10,000 /

; E-mail: taninrat2006@hotmail.com
; E-mail:
tn_nt_nunan@hotmail.com
***
; E-mail:
jh.hjjam@hotmail.com
**

 1
14 ..2555
: , ,

Abstract
The purposes of this research were to investigate demographic factors, perception of appearance,
consumers feeling towards the brand, and brand loyalty in a relationship with brand loyalty. The
population of this research is that consumers who use Samsung mobile phones in Huahin,
Prachuapkhirikhan. The sample used in this study was a group of some consumers who use Samsung
mobile phones living in Huahin, Prachuapkhirikhan, 400 people used to gather data for this study is a
questionnaire developed for the purposes of research. The fourth question is closed using descriptive
statistics to analyze data including frequency, percentage, mean, standard deviation and analyzed using
inferential statistics to test the hypothesis is to test the difference between the values, average sample of
two groups using t - test for independent sample to test the difference between the average of the
samples containing more than two groups was analyzed using One-way ANOVA test the relationship of
two variables that are independent of each other, or the relationship between two sets of data using the
correlation coefficient of Pearson. The results showed that most respondents were female, under 20
years, low levels of education than a bachelor's degree, the average monthly income of less than 10,000,
and professional student. Customer loyalty in Samsung mobile phones brand is associated with the
perception of the appearance and feel of the brand to consumers of hypothesis testing that; different
gender havent different brand loyalty; different age have different brand loyalty; different studies have
different brand loyalty; different income havent different brand loyalty, and different career have
different brand loyalty.
Key Word: Relationship, Brand Loyalty, Samsung

(
, 2551)



2 1)

[163]

 1
14 ..2555
2)

400

1.

2.

3.


4.

1.
1.1 (Population)

1.2 (Sample)

2. 4
2.1
2.2
[164]

 1
14 ..2555
2.3
2.4
3.
3.1
3.2
4.
4.1
5.
5.1 , ,

5.2 t-test for independent sample

1 20
10,000 /
2

1
2

3

[165]

 1
14 ..2555

20
10,000 /
3


. 2

[166]

 1
14 ..2555

1.

2.

. 2545. : . :
.
. 2544. . 5. : .
. 2551. SPSS . : .
. 2550. SPSS. : .
. 2547. . : .
. 2553. CAT
CDMA. , .
. 2552. ipad
. ,
.
. 2551. CRM . : .

[167]