The Analysis of Bangkok Coffee Chain’s Consumers and the Influence of Brand Personalities on their Purchasing Decision

This research analyzes the demographic data of a Bangkok coffee chain’s consumers and investigates the relationship between their personality and the chain’s brand personality. It further examines the influence of brand personalities on the purchasing decision of consumers. Aaker’s (1997) five dimensions of brand personality, namely, sincerity, excitement, competence, sophistication and ruggedness, are adopted as a framework for analysis. The research finds a significant correlation between consumer personalities and brand personalities in all dimensions. However, ‘competence’ is the only dimension that significantly influenced the purchasing decision of coffee chains’ consumers in Bangkok.