THE IMPACT OF BRAND EQUITY AND PRODUCT ATTRIBUTER TO PURCHASE INTENTION OF AIR PURIFIER: ผลกระทบของคณคาตราสนคาและคณลกษณะของผลตภณฑทมผลตอความตงใจซอเครองฟอกอากาศ

The objectives of this research are to compare the levels of consumer intention to purchase air purifiers, to study the factors affecting consumer intention to buy air purifiers analyzed by age groups and income groups, and to examine the factors influencing consumer intention to purchase air purifiers. This research employs a quantitative approach, using questionnaires to collect data through stratified random sampling from 507 air purifier users. The data is then analyzed using Structural Equation Modeling (SEM). The research findings show that when comparing the levels of purchase intention for air purifiers across age groups and income groups, the age groups are associated with brand preference, green market perception, and green brand loyalty. The income groups are associated with purchase intention, brand information, brand Loyalty, and green brand image. Factors affecting the purchase intention of air purifiers, classified by age and income groups, are as follows: Those under 25 years old prioritize product price; those aged 25-39 years old prioritize product quality; and those 40 years old and above prioritize brand equity. The study results for income groups show that those earning less than 30,000 baht per month prioritize brand equity, while those earning 30,001 baht and above prioritize product quality. Factors influencing the purchase intention of air purifiers include brand equity, brand preference, product quality, and product price. The benefits derived from this research can be used to develop marketing strategies, particularly in building brand awareness, improving quality, and creating brand associations. These strategies will lead to increased consumer purchase intention.