Brand Loyalty of ‘Mae Samarn’ Thai Baked Mung Bean Cake, Petch Buri Province

The research on brand loyalty of Mae Samarn Thai baked mung bean cake(Khanom Mo Kaeng), Petch Buri province had objectives to study factors for brand development of Thai baked mung bean cake in Petch Buri province and loyalty level of consumer in Mae Samarn brand Thai baked mung bean cake. It was a quantitative research having personal factor and brand development factor as independent variables; and brand loyalty of Thai baked mung bean cake as dependent variable. Sample for the study was 100 consumers who had purchased Thai baked mung bean cake. Questionnaire was used as research instrument; statistics applied to analyze data were Percentage and Mean; and statistic used to test the hypothesis was Regression Analysis by Linear Regression. The study revealed that most of the questionnaire respondents were female, 41-50 years, married, graduated with bachelor’s degree, working in private company, and earning monthly income of 10,000-15,000 Baht. Their opinion on factors to develop brand for Thai baked mung bean cake showed that the most significant factor was quality with the highest mean, then supporting factors, innovations, consistency, and differentiation respectively. For brand loyalty, significant factors included centrality, accessibility, and confidence in the brand respectively. Hypothesis test found consistency and supporting factors to have relationship with brand loyalty to Thai baked mung bean cake product. The research suggested that Mae Samarn Thai baked mung bean cake brand owner should focus on developing the brand to achieve brand loyalty of consumers. It can: select materials from quality sources to produce the quality product with standard taste; promote the market by introducing to customers so that they remember the brand Mae Samarn and member card should be promoted; give discount or use cumulative stamps with the customers to redeem for products or premiums in order to persuade repurchasing and spreading the brand awareness by word of mouth.