HOW TO CREATE THE SUCCESSFULCLOTHING ONLINE BUSINESS BY STUDYING CUSTOMER BEHAVIOR

Abstract

Currently, E-commerce is one of the most powerful channels. The business can grow, expand faster, reach to target customer and gain more revenues by creating the online store. However, my family business which is a garment factory needs to expand to be online business. As a new generation who will inherit this business, I would like to change strategy from B2B to B2C and change business to E-commerce. By the way, it needs some survey to understand online customer behavior to create the exact product market needs and attractive marketing strategy. As a result, I did the mini survey which based on the concept of customer satisfaction and the process to success of E-shopping. The survey composed of 9 questions spread to 39 respondents who is an online shoppers. Some respondents also took an interview to learn about their behavior deeper. The results show that buyers mostly are interesting on fashion clothing in the online channel as website and social media. They also have some interesting behavior which e-commerce business could not ignore. For example, people always compare price between the website and they need a clearly picture and full information about product. Moreover, the quality of service and attractive marketing strategies is needed to make them become a fan page and following our business. In conclusion, this thematic paper will benefit to all the new comer e-commerce garment business. It would help you to understand on what customer needs to create the effective online tool for your business. KEY WORDS : fashion clothing / e-commerce / online consumer behavior / quality of service / online marketing.