This research aims to study 1) personal factors affecting confectionery brand loyalty 2) and the service marketing mix factors affecting confectionery brand loyalty. The service marketing mix can be used to create a change in consumer behavior to buy and drive subsequent purchases. Samples were drawn from a population aged between 15-60 years in Bangkok for 400 people sampling. The data collection was done by an interview with questionnaires. The statistics used to analyze the data were descriptive statistics like mean and standard deviation while inferential statistical analysis was T-test F-test and regressing analysis. The results were as follows: 1) most samples were female with Bachelors degrees single status private employee status and a monthly income of 10001-15000 baht. 2) Service marketing mix factors had a high impact on brand loyalty. If sorted in descending orders those are product personnel and process respectively. 3) Demographic factors affecting the brand loyalty of dessert when different levels of education had different effects on purchasing intention and complaint behavior while tested statistically significant at the 0.05 level. 4) The statistical correlation tested in the service marketing mix found a relationship with brand loyalty in all aspects of the services marketing mix with confectionery. The most correlated values were physical components at a moderate level followed by marketing promotion and distribution at an average level. Personnel products and prices had an effect at low levels respectively.

The purposes of the study on factors affecting Scotch brand loyalty were to examine personal factors of Scotch brand purchasers opinions on the brand equity degree of loyalty and brand equity factors that affected Scotch brand loyalty. The data were collected from 405 buyer samples selected from Cochran sample size formula and were analyzed by descriptive statistics including frequency percentage mean and standard deviation. As for inferential statistics Pearson Product Moment Correlation Analysis and multiple regression analysis were applied. The results showed that the opinions on the brand equity factors on three aspects of the brand regarding the brand recognition the brand association and the quality perception were highly regarded. Opinions towards Scotch brand loyalty in terms of attitude and behavioral aspects were also high. The hypothesis test results suggested that factors related to brand equity in terms of brand recognition brand association and quality recognition affected Scotch brand loyalty in the overall attitude and behavior aspects.