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Title: Key factors enhancing Thai local fabric products.
Authors: Chayanee Tapaotong
Keywords: Marketing and Management
Consumer behavior
Marketing mix
Psychological forces
Issue Date: 8-Jul-2019
Publisher: มหาวิทยาลัยมหิดล
Citation: 2019
Abstract: The purpose of this research was to identify key factors that able to enhancing Thai local fabric products. By identifying consumer preferences for various features, and correlating buyer characteristics such as age with various preferences, the research was able to identify ways in which these products could be developed and marketed to meet the needs of customers. This research used in-depth interviews, as well as a survey questionnaire of a sample of Bangkok residents who had purchased Thai local fabric products within the 2-year time span of 2017-2018. Survey results are grouped into four key factors that influence customers, identifying the top variables that consumers prefer in their decisions to buy Thai local fabric products. The conclusion provides recommendations to producers and marketers to improve the sales of locally-made cloth.
Other Identifiers: TP MM.013 2019
Appears in Collections:Thematic Paper

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