บุคลิกภาพผู้บริโภคและบุคลิกภาพตลาดนัดกลางคืน อาเซี่ยนไนท์ บาซาร์ และกรีนเวย์ ในอำเภอหาดใหญ่ จังหวัดสงขลา

Abstract

The aim of this research are firstly consumer personality. Secondly study brand personality flea market ASEAN Night Bazaar and Greenway. Thirdly study correlation between consumer personality and brand personality flea market. Finding benefit for entrepreneur flea market understands consumer personality relate brand personality flea market. Samples were 200 customers in both market. The data were analyzed by Percentages, Means, Standard Deviations, Exploratory Factor Analysis and Pearson Correlation Coefficient. The research found that. Consumer personality in ASEAN Night Bazaar there are 8 types. 1. Excitement 2. Sincerity 3. Competence. Brand personality ASEAN Night Bazaar there are 6 types. 1. Excitement 2. Competence 3. Sincerity. Correlation consumer personality and brand personality flea market there are 6 types. The first ruggedness correlate medium(r=.529) and the last sincerity correlate low(r=.260). Consumer personality in Greenway market there are 11 types. 1. Sophistication 2. Intelligent 3. Competence. Brand personality Greenway market there are 9 types. 1. Up-to-date 2. Competence 3. Ruggedness. Correlation consumer personality and brand personality flea market there are 5 types. The first ruggedness correlate highly(r=.928) and the last confident correlate lowly(r=.246).