Key factors enhancing Thai local fabric products.

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.