Therefore, this study demonstrates a perspective of Thai female purchasing behavior towards fast fashion with 3 age groups of and 36-45. The cycle and fast of the fast fashion industry is a direct influence on the change of the whole society and traditional culture in consumer lifestyle and perspective of buying. Therefore, many market leaders in fast fashion retailers are placing great emphasis on investment in the Asian region.
Due to the increase in store of leading fast fashion brand from 8 branches in 2011 lead to 22 branches in 2013. In addition, the provided research rarely presented on the specific issue regarding fast fashion of Eastern consumers.
Research Objectives
The author found that existing studies mainly focus on Western buying behavior, namely consumption practices of fast fashion products in Italy, fast fashion in the retail store environment in the UK, age differences in women's purchasing behavior for clothes in Sweden . The research was neither in-depth nor field-based, and provided insufficient empirical evidence on the impact of purchasing behavior on changes through fast fashion. What are the defining characteristics of Thai female shoppers in 3 different age groups through fast fashion.
Contribution of Study
LITERATURE REVIEW
Definition Terms
Theoretical Background
- The consumer’s culture
- The Psychological core
- The Process of Making Decisions
- Consumer Behavior Outcome
As a consumer behavior in this generation, they tend to search the information on the internet and look for a monetary value before making a decision. Class separation is evident in the variety of members who share and value their common pattern through consumer behavior. Customer involvement with the product or brand results in proactive consumer behavior, namely word of mouth (Bettencourt, 1997).
Customer value Class segregation is evident from the variation of members who share their common pattern and value through consumer behavior. Commitment of customers to product or brand leads to proactivity of consumer behavior, namely word-of-mouth.
METHODOLOGY
Research Setting
Data Collection
- The Consumer's Culture
- The psychological core
- The process of making decision
- Consumer Behavior Outcomes
The question set attempts to explore how a combination of external influences through fast fashion can influence customers' personality, value and lifestyle. In this section, the question set attempts to explore customers' attractive behavior through fast fashion (Hoyer and MacInnis, 2000) and understand their decision-making efforts. Which fast fashion store would you be most likely to recommend to a friend and why?
What do you like most about fast fashion in your previous shopping experience, give 2 examples. Interviews were conducted to gain insight into female customer perception and purchasing behavior through fast fashion.
FINDINGS
- The Result of Consumer's Culture
- The result of psychological core
- The result of Process of Making Decision
- The result of consumer behavior outcomes
For the friend I mostly go shopping with, they have to be honest to recommend what's best for me." (Age 36-45). and design. I avoid wearing or exposing myself to chemicals because I have to be all the time with the cloth so it can be harmful to my skin." (Age 36-45).
Except especially for 15-25 age group shows that when compared to other brand, fast fashion seems to be more affordable price. Moreover, it creates more opportunities to meet new people, establish networks and get a good job."(Age 26-35). For business it really helps because people will see you in 3 seconds and judge how you dress and how you do it. you respect yourself if you don't dress up." (Age 36-45).
The interview shows that the value of fashion for customers in every age group is that they see fast fashion as a subtitle of a high brand. Each age group spoke about the adoption of luxury brand fast fashion style and design. Respondents in the age group of 15 to 25 years show less brand loyalty and tend to switch brands.
I can use the same style of clothes in many brands, depending on my desire for a collection." (Age 15-26). As you know, I work in a government company, so I have to be very formal at work, but when I'm free, I'll express my style." (Age 15-25). It really helps for business because people can perceive and judge you in 3 seconds by how you dress and how you respect yourself in terms of dressing." (Age 36-45).
MANAGERIAL IMPLICATIONS
By trying to differentiate themselves from what they wear, fast fashion brands create an engaging connection with their fan base, increasing market penetration and acquiring new customers. Working with a Thai designer for customer feedback, it has more uniqueness and a higher premium in terms of design, pattern and scarcity of the product being sold. Accordingly, the store should expand a more high-end fast fashion department that focuses more on tailoring and textiles.
They have long-term brand loyalty if they are impressed with their existing brand as long as the brand can create a healthy relationship. Therefore, it is easy for the seller to satisfy and provide the product and service to reach their satisfactory level.
CONCLUSION
What are the defining characteristics of Thai female shopper in different 3 age groups through fast fashion?
When making a decision, this group decides on their individual needs rather than relying on a friend's recommendation or comment. They will buy a product that values their perception, carelessly worry about functional benefit and prefer social networks. In terms of perception, the 26-35 age group is highlighted in having a new opportunity to meet people in both business and personal matters, a chance to find a new job.
This generation is concerned about the durability of the product because the working conditions can make it look professional. Respondents in three age groups proved that their problem recognition stems from both the situation and the marketing strategy. After all, situational factors occur when they have a special occasion and need to solve the problem.
Moreover, retail therapy always takes place when the age group of 15-25 or 26-35 years experiences stress and becomes tired, because they pay less attention to the price when shopping in fast fashion. In the 15-25 age group, they rely on the recommendation of friends and family rather than advertisements or other media. Moreover, teenagers rarely look for information when they plan to buy clothes. Social media seems to be the most promising and effective tool for both generations 15-25 and generations 26-35.
An interview shows that younger respondents between the ages of 15 and 25 prefer to distinguish themselves by communicating their uniqueness. People aged 26 to 35 exhibit identity and uniqueness, need recognition and conformity because this age group is surrounded by a working environment. This group focuses on more professionalism to improve their personality and figure. They relate to the way they look and what they would look like with their professional career.
What factors drive purchasing behavior of fast fashion apparel in different 3 age groups from 15-25, 26-35, and 36-45?
LIMITATIONS
Future research
Understanding consumer perception of clothing quality: a multidimensional approach. International journal of consumer studies 30, 2, March 2006, pp 218-223. Fast versus slow fashion consumers, 17. http://www.thanonline.com/index.php?option=com_content&view=article. "The Teen Market: An Exploratory Analysis of Income, Spending, and Shopping Patterns," Journal of consumer marketing.
1998), Personal taste and family face: luxury consumption in Confucian and Western societies, Psychology and Marketing, Vol.
APPENDICES
Appendix A : Consent Form
Consent for Participation in Interview Research
Appendix B : Interview Question
What is your level of satisfaction with the following brand level from (1-5) and share your experience.
Appendix C : Transcript of 3 age group interviewees Interviewee’s Age group 15-25
Like the app on the mobile phone (IG), I will go to the official website to update the collection and search for the blogger to see the recommendation, comment and review from trusted sources like pantip. For Uniqlo, there is more variety of products. For Zara it looks more elegant and sophisticated. But now I'm studying my masters, so I don't have much time to go to the store, so I go online myself.
The good thing about online shopping is saving time with the same quality as in-store fast fashion. Sometimes we try to choose Thai designer instead of Fast fashion because it has more uniqueness and more premium in terms of design and pattern. As you know, I work in government enterprises, so I have to be very formal at work, but when I am free, I will express my own style.
Have a dress code so you don't have to worry about 100 people dressing up like you. But if I want to have a casual outfit and mix and match, I'll go for fast fashion.
Interviewee’s Age group 26-35
Actually I know the price range of the product and I am familiar with the price so it won't impact me. For Thai brand like Kwankhao is too expensive but same quality as fast fashion. But sometimes it motivates me to buy because it's the last chance to get a good one.
For Zara it offers high quality. For H&M it looks down to earth and livelier. But sometimes, if I see some celebrities wearing some item, so it will motivate me to buy. Besides, because of a variety of products, I can just go to fast fashion stores and spend less time in each store I want.
Interviewee’s Age group 36- 45
I avoid wearing or exposing myself to chemicals because I have to be with the cloth all the time so it can be harmful to my skin. Why should we dress the same, live the same and think the same as everyone else? From Zara suits my preference. For Massimo, the style will be more mature and contemporary.
Sometimes If I have to attend a special event, it is better to open a comment from a friend. Besides, I sell jewelry, I have to dress in the way that expresses my style and enhance the accessories. For CK I love the cut and design. For Massimo, it can mix and match.
Since I'm working in this field, they must have sales at the highest price, and the sales charts make me feel like it's worth buying. It's too expensive for Zara. For Uniqlo it is cheaper, but the stock management times need to be improved. For the weekday, I have to dress smart as a manager because I have to meet the client on site or have a conference.
I have to wake up in the morning, so good fabric will take less time to iron and go easily with accessories. But when I have to go there with my boyfriend, I have to look for a comfortable place for him to wait for me. I have to think how many times I can wear it and make it look new with my existing cloth or accessory.
