Factors affecting intention to purchase and shopping behavior on Thai fashion apparel brands in Bangkok.

Abstract

ABSTRACT The objectives of this research are to gain better insights on consumer behaviors and seek for guidance on effective marketing strategies toward Thai fashion apparel brands in Bangkok by identifying the factors that affect intention to purchase and shopping behavior. The quantitative research was conducted through online questionnaire using convenience sampling method. The data was collected from people who live in Bangkok Metropolitan and have experience in purchasing Thai fashion apparel brands. The sample size is 187 respondents. The statistics used for data analysis are Descriptive Statistics including frequency, percentage, mean, and standard deviation. Inferential Statistics which is multiple regression. The research result shown that most of the respondents were female at 77.5% and were aged between 21 to 30 with Master degree. They work for private companies with the average monthly income of 30,001-45,000 Baht and more than 60,000 Baht. 39% of the respondents purchased Thai fashion apparel brands once a month with the average spending amount per time of 1,000-2,500 Baht. Purchase decision was made by the respondents themselves followed by influence from friends. The most favorite fashion apparel style is Minimal style. In addition, Place and Price were the most important marketing mix that the respondents concerned for. The important decision-making styles were Perfectionist and Recreational or Hedonistic styles. From data analysis, it revealed that Place is the most influencing factor on shopping behavior followed by Promotion. For the decision-making styles that were the most influencing factors were Perfectionist followed by Price conscious style. Moreover, Product, Place, and Price have the most impact on intention to purchase respectively. The decision-making style that has the most impact on intention to purchase was Impulsive style followed by Novelty-fashion conscious and Recreational style.