FACTORS AFFECTING PURCHASE INTENTION AND SHOPPING BEHAVIOR ON THAI FASHION APPAREL BRANDS IN BANGKOK PASSAPORN LIMNITHDA 5949060. 39% of respondents purchased Thai fashion apparel brands once a month with the average spending amount per walk on Bah. And today there are over 100 online Thai fashion clothing brands with integration of digital platforms.
Research Questions
DIP is launching various activities and campaigns to develop the skills and creativity of Thai designers. For example, DIP together with the Institute of Small and Medium Enterprise Development (ISMED) recently launched a competition titled "Fashion Designer Creation 2017" to develop a Thai fashion brand into the international market. With the support of the government and public organizations and the great growth potential of the industry, the number of Thai fashion clothing brands in the market is constantly increasing.
Research Objectives
Since the pioneer of the fashion industry to the development of the Bangkok Fashion Society, including premium designer brands. Therefore, it is worthwhile for new fashion entrepreneurs to study the target consumer behavior and the factors that may influence their purchasing decision before launching the new fashion products into the market.
Research Scope
Expected Benefits
LITERATURE REVIEW
- Fashion Apparel Industry
- Fashion
- Levels or types of Fashion
- Product
- Price
- Place or Distribution Channel
- Promotion
- Shopping Behavior
- Purchasing Decision Process of Fashion Products
- Research Framework
- Related researches
Variety-seeking behavior – Consumers have limited information seeking because product involvement is low. This means that decision-making style may influence women's consumer behavior more than men's. The result of multiple regression analysis stated that for all decision-making styles, there is a significant relationship between decision-making style and consumer behavior.
A Paired-sample t-test was used to compare whether there is a difference between online and offline shoppers for each decision style. The research result shows that there is no difference between shopping through online and offline channels only for novelty fashion consciousness and habitual decision-making styles.
RESEARCH METHODOLOGY
- Research Design
- Population and Data collection
- Research Instrument
- Data Analysis
- Descriptive Statistics to explain the demographic information of the respondents. It will show the frequency or the number of respondents the percentage
- Inferential Statistic which uses IBM SPSS Statistics software for data analysis. The models from the research framework of factors affecting the intention to
The first part is a screening question used to screen out respondents who do not have direct experience of purchasing Thai fashion clothing. If the respondents answer yes, they will continue with the next parts of the questionnaire. The second part is general questions that ask the respondent about the general idea of buying Thai fashion clothes.
This section helps respondents reflect on their past experiences with the Thai fashion clothing brand, which led them to the specific questions. The third part consists of specific questions that are considered the most important part because it will focus on the specific factors that influence the purchasing decision of Thai fashion clothing brands. On the scale of 5, the mean score is divided into intervals to interpret the degree of agreement.
The fourth part consists of demographic questions that will ask respondents about their personal information. A methodology for profiling consumers' decision-making styles” and Pongputtipoon (2010), “The study of customers' decision-making styles in online and offline shopping”. The research framework models of factors influencing the purchase intention and shopping behavior of Thai fashion clothing brand in Bangkok will be tested through multiple regression.
RESEARCH FINDINGS AND ANALYSIS
Demographic Results
Regarding the level of education, more than half of the respondents have a master's degree, namely 50.8%, followed by a bachelor's degree in 43.9%. Respondents who graduated below a bachelor's degree represent 4.8% of all respondents, while those with a doctorate represent only 0.5% of all respondents.
Descriptive Statistics
The results showed that respondents decided to purchase Thai fashion clothing brands by themselves at about 77%, followed by the influence of friends at 11.2%. 6.4% of respondents were influenced by celebrities and 4.3% of respondents were influenced by family. The least important influence on the purchasing decision of Thai fashion clothing brands was the salesperson, which represented 1.1%.
The most favorite fashion clothing style is Minimal style at 51.9%, followed by the current fashion trends at 16%. In relation to Thai fashion clothing brands that the respondents have recently purchased, most of the respondents have purchased undefined brands at 65%. In addition, there are top 3 Thai fashion clothing brands that the respondents have bought recently which are JASPAL at 9%, CC-OO at 6% and Lyn at 5%.
The factor that has the highest mean score is the high quality of Thai fashion clothing brands (Mean = 3.995) followed by the good designs of the models (Mean = 3.941). The factor that has the highest average score is the price which is clearly expressed (Mean = 3.995) followed by the reasonable price with the given quality (Mean = 3.765). The factor that has the highest average score is advertising through different media channels (Mean = 3.952) followed by discounts in special cases (Mean . =3.872).
The factor with the highest mean score is shopping when they find the products they like (Mean = 4.433), followed by looking at all available options before shopping (Mean = 3.957).
Model Testing
- Model I
- Model II
- Model III
- Model IV
R2 = 24.7%, means that the shopping behavior of Thai fashion clothing brands can be explained by a marketing mix of 24.7%. It means that both location and promotion have a significant influence on the shopping behavior of Thai fashion clothing brands. The analysis shows that Place has a greater impact on shopping behavior than Promotion, because the standardized coefficient is higher.
This means that both perfectionism and price consciousness have significantly influenced shopping behavior on Thai fashion clothing brands. From the analysis, perfectionism has a standardized coefficient of 0.324, while price consciousness has a standardized coefficient of 0.273. It means that novelty-fashion awareness, recreation and impulsivity have significantly influenced Intention to Purchase on Thai fashion clothing brands.
From the analysis, Novelty-fashion consciousness has standardized coefficient of 0.215, Relaxation has standardized coefficient of 0.151, and Impulsivity has standardized coefficient of 0.289. This means that Product, Price and Place significantly influenced the Intention to Purchase on Thai fashion apparel brands. From the analysis, Product has standardized coefficient of 0.209, Price has standardized coefficient of 0.177, and Place has standardized coefficient of 0.206.
Therefore, the product has the greatest impact on the intention to buy which is followed by Place and Price.
Discussion
- Demographic Characteristics
- General information and Behavior
- Descriptive Statistic (Mean)
- Factors that affect Intention to Purchase and Shopping Behavior The research result shows that Product, Price, and Place have significant
For the marketing mix that influences the purchasing intention and shopping behavior of Thai fashion apparel brands, the average score for each element, Product, Price, Place and Promotion, is 3.733 respectively. The result is consistent with Watcharapotikhun (2014), where Price has the highest average score in the marketing mix. For Product, the quality and design of the product are the main concerns, which is in line with Watcharapotikhun (2014), Paisanwongdee and Kumdetch (2012), Lokniyom and Onsomkrit and Somboontawee (2015), Prongpromarat (2016), Jaito (2016), and Kongsanit and Orapan (2017).
For Price, the main concerns are price disclosure and fair price, which is consistent with most research that price should be fair for the given quality. For Place, the highest mean score is at offline retail stores which is consistent with (Prongpromarat, 2016) which revealed that location and sufficient number of branches are most important for place. For the decision-making styles that influence the intention to buy and shopping behavior on Thai fashion clothing brands, the top 3 styles with the highest average score are Perfectionist, Leisure and Price Conscious, respectively.
In this study, Place includes both offline and online channel as it affects the intention to buy and shopping behavior of Thai fashion clothing brands. The factors in the marketing mix that influence purchasing behavior are Place and Promotion, which is consistent with Kongsanit and Orapan's (2017) findings that Product, Price and Promotion are related to consumer purchasing behavior. This research studies the decision-making processes that influence intentions to buy and shopping behavior of Thai fashion brands in Bangkok.
Perfectionist and price-conscious decision-making styles influence purchase behavior, while novelty, recreational, and impulsive fashion-conscious decision-making styles influence purchase intention.
CONCLUSIONS AND RECOMMENDATIONS
- Background and Importance of the Research
- Summary of the Findings
- Recommendations
- Limitations and Future Research
The research result reveals that Place and Promotion can influence purchasing behaviors in Thai fashion apparel brands. While Product, Price and Country have an effect on the intention to purchase the Thai fashion clothing brand. The product attributes that attract consumers' intention to buy are the quality and design of the model.
Reasonable and clearly stated price along with access to online and offline channels will also influence the intention to buy. For the new fashion conscious, recreational, and impulsive, these styles stimulate the intention to purchase, but have no influence on purchasing behaviors. First, the factors influencing the intention to purchase Thai fashion clothing brands are Product, Price and Place under the marketing mix.
Secondly, the factors that influence the shopping behavior of Thai fashion clothing brands are Place and Promotion among the marketing mix and Perfectionism and Price Consciousness among the decision-making styles. This action will activate the intention to purchase, which would target the impulsive consumers. The researcher suggests that Thai fashion clothing brands should emphasize their brand names and brand identities so that consumers will think of them when they buy fashion clothing.
Due to the time limitation, this study accessed a small sample size of 187 respondents, which may not represent all consumers in terms of factors affecting consumer intention to purchase and shopping behavior of Thai fashion clothing brands.
Factors influencing the decision to buy branded clothing Thailand Domestic consumer production in Bangkok. The behavior and factor has influence in making the decision to buy clothing design from Thai designer for teenager in Bangkok. Factors influencing women's decision making in purchasing women's clothing online in the Bangkok area.
APPENDICES
Screening Question
General Questions
Specific Questions
There are interesting photos for promotion There is a discount offer on special occasions. There is special privilege for members. There is advertising through various media channels. I will look for product information before purchasing. I don't pay attention to the brand when I shop, I always look for a variety of products that I expect to buy during the sale even though I like them.
Fashionable and attractive styling is very important to me I usually have one or more outfits of the very latest style I feel excited when I buy new products Leisure or Hedonistic consumers. All the information about different products confuses me I can't make buying decision as I learn more about the.
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