Nevertheless, this paper will be beneficial for the brand owner to collect the customer data preference about the product to help boost their revenue on their business, so they can use it as a source to guide their business plan in the future. This research bases on previous research the hypotheses that consist of five factors that have potential effects on the customer's intention to purchase an active wear product, namely product quality, design of the product, price of the product, social influence and environmental concern. KEYWORDS: Activewear Product / Product Quality / Product Design / Product Price / Social Impact / Environmental Concern.
On the other hand, we see that our weakness is the limited resource and the high cost of the product material. It is about the main problem we are facing, the production process, choosing the manufacturer in our country, Thailand or should we manufacture the product from China. If we are manufacturing the product from China, there may be cases where an unforeseen accident may occur, such as shipping time delay during this Covid-19 pandemic, the product cannot be shipped.
Making a product from China is also difficult due to communication and shipping period. One of the main problems is the variation and limitation of product material if we make it in China. For example, if we decide to manufacture in China and the fabric is out of stock, we have no choice but to stop production.
Finally for the last chapter, chapter 5, we will give you a conclusion to finish the whole analysis and the recommendation that the company needs.
LITERATURE REVIEW
- Product quality
- Product Price
- Product design
- Social Influence
- Environmental Concern
Keller explained that quality is a set of features and characteristics of a product or service that can satisfy customer needs. Consumers spend his effort, time and money to buy the product, so the purpose of purchase has a great importance in his life. The perceived quality of a product becomes "the evaluation made by the consumer based on the whole set of bases as well as the external dimension of the product or service".
The quality of the product is that which meets the needs of users which may include different features and this improves the performance of the product (Dunk, 2002)[5]. A study by (Rao and Raghu Nathan, 1997)[6] showed that the product quality is to understand and measure the requirements of the consumers. Price is undoubtedly one of the most influential factors in the perceptions of products on the market.
Price may have a greater influence on purchase intentions when other extrinsic cues such as brand value (or product value) or intrinsic cues related to the object's physical properties are not clearly defined. Price greatly influences the consumer's purchase decision, product price is the main determinant of their purchase intentions (Alicia, Hayk, Huan Wei 2018)[18]. Bloch have researched product design and the corresponding consumer response to it.
While Burke and Jones worked on the role of the packages and their impact on consumer purchasing considerations. But the most important point is that it must be relevant to the product with reasonable logic about the product (David & Benedkeek, 2004)[22]. The research shows that a consumer's decision to purchase a product/service largely depends on the value of the product and the recommendations of other consumers.
Some research claims that consumers will be willing to purchase a particular product or service if they realize that they need the product or service, or if they may even have a certain attitude or perception toward it. Consumers are much more aware of the environmental degradation caused by materials used for everyday products (Singh et al., 2018; Kumar et al., 2020)[8]. It has been found that most young consumers consider environmental issues when purchasing a product or purchasing services (Govind et al.
RESEARCH METHODOLOGY
- Research Design and Methodology
- Research Instruments
- Data Collection
- Population and the sample
- Questionnaire design and measurement
- General question
- Specific Questions
- Demographic Question
For this study, we use 2 main tools to analyze the data – factor analysis and multiple regression. First, factor analysis, after we get the data, we use it to do factor analysis from specific questions to find out which construct influences intention to buy. To see the relationship between the constructs that influence consumers, we use multiple regression to run the analysis.
Starting with the factor analysis, this will help reduce all the unnecessary factors that led to the customer's purchase intention, as items that did not work well (low correlation and/or cross-loadings) will be removed one by one until we have clean data. Furthermore, because we want to see the relationship between the constructs that influence consumers, we use multiple regression to conduct the analysis. This research article examines the sample size of 100 people to collect data on their intention to purchase a sportswear product.
This article contains four sections on measurements; the first part is the screening question, the second part is the general question and the third part is about the specific questions and the question about purchasing intention. For the specific question section, there are five questions in each section. And in the last section there is a demographic question. I am not interested in the brand's product that is more expensive than the other brands.
It is important to me that the product is recycled material, as I do not harm the environment. If there is an activewear priced around 990-1390 THB available within the next 3 months, I am willing to buy it.
RESEARCH FINDING
Respondents profile
It can be seen from Figure 4.4 that the respondents of the questionnaire are classified according to the respondent's level of education, half of the respondents have master's degrees or higher, which represents 50 people (50%). However, there are only 8% of respondents with a bachelor's degree out of all the respondents mentioned above.
Analysis explained
- Factor Analysis
- Multiple regression
From our analysis, the explained total variance showed that the initial eigenvalue greater than or equal to 1 appeared in the first 4 columns, which means that we are composed of 4 factors. According to the bar graph above, after reducing the data with factor analysis, we can see that we only have four components left. I think that activewear is an environmental commitment of a product that is generally trustworthy.''Using an eco-friendly product makes me feel good''''''It is important for me that the product is a recycled material, as I do not harm the environment.
It consists of "I like to use products that have unique design such as color or pattern". From the table of reliability statistics, Cronbach's alpha measures an internal consistency or reliability of our survey set of items, the alpha coefficient for the five items of an environmental concern is 0.94, suggesting that the items have relatively high internal consistency. up. When it comes to the intention to buy, after we do the analysis, it is found that if our product which is an active wear will be released in the market within the next 3 months and the price between the result from SPSS says that consumers will buy the product. since the average score here is 3.66.
The descriptive statistics graph shows the average score of all the factors that lead the customer to buy an activewear product. According to the descriptive statistics table consisting of all construct factors, we can see that an ITB question has a very high mean score at 3.66. From all the construct factors, it indicates that the respondent found the product design to have the highest mean score, they found the unique design to be something valuable to have at the highest mean score of 3.59.
The group of social influence questions follows, the respondent notes that the recommendation of friends and family influenced their decision to purchase the product with an average score of 3.33. From the table representing the value of the coefficient, the relationship between the dependent variable and the independent variable is shown. The independent variable consists of product price, product design, social impact and environmental concern, where the dependent variable is purchase intention.
Referring from the table, we can see that the product design has a significant intention to buy at a score of 0.00, followed by an environmental concern at a significant score of 0.01. According to the multiple regression model, intention to buy is a dependent variable that has the product quality, product price, product design, social influence and environment as independent variables. And from the coefficient table, it shows that product design has a significant effect on the intention to buy because it is highly significant at .000, followed by environmental concern at the score of 0.01.
After we can find the result of the factor that led the customer towards an intention to buy an active wear product, in the next chapter, Chapter V, we will finish all the results and we will give the recommendation that we find beneficial for the operation of the company in the future.
Product Price
Product Design Social Influence
According to the multiple regression model, intention to buy is a dependent variable that has product quality, product price, product design, social influence and.
Environment
Intention to Buy
CONCLUSIONS / RECOMMENDATION
Recommendation
Moreover, from the results of the questionnaire, most of the respondents who are potential customers are not concerned about the price. Because of the majority of customers willing to pay any price as long as the design meets their preference.
Limitation in the scope of study
In addition, most of the people who answer this questionnaire are mainly in the same category which is considered as a potential customer because they are more concerned about the price.
Conclusion
