Factors that influence Thai men to buy clothing and other fashion products.

Abstract

Fashion has been an area of interest in consumer research for many years. As time pass by and men’s lifestyles and work requirements changed, they began to demand more variety in clothing items. According to the research and trend indicates that men’s products are now having high potential to grow and men also increase interest in their appearance, so menswear product is considered to be a very interesting market to focus on and study. The purpose of this research is to study factors that influence Thai men to buy fashion product and to study on the insight of Thai men consumer behavior in order to be beneficial for marketing of men’s wear product. This research topic will help the marketing department team at any men’s wear fashion company to work more effectively with the marketing plan for menswear product. The qualitative method is used for this study by conducting the in-depth interview with 12 Thai men, aged 20-35 years old. All respondents live in Bangkok and do shopping for clothes at least once in two months. The interview is tape recorded in order to catch up all information from the interviewee. Result in this research identified seven key factors for male shopping practice, which are brand image, designs, quality, price, store location, promotion, and salesperson. Brand image and promotion have been indicated as central traits. This study has indicated that men are very much participating in the shopping arena and as very active participants, which should not be neglected or ignored. KEY WORDS: Menswear, Fashion, Clothing, Consumer behavior, Factors