The key factors that influence the buying behavior of Thai consumers on branded jeans.

Abstract

Jeans are part of everyday life of Thai people, therefore the purpose of this research paper is to identify what is the top factors that affect the decision making behaviour of Thai’s towards buying a pair of jeans. This research will focus deep down on the two major factors which are visual and tactile inputs to classify which input actually has the most impact. The research uses a qualitative approach and the data was collected by an in-depth interview. Interviews were conducted at 5 main Levi’s original stores in Bangkok, Thailand with 25 Thai respondents that have purchased jeans. This study revealed that most Thai’s put more emphasize on tactile inputs or the feeling of the jeans, rather than the visual or look of the jeans. Fit, durability, and quality were the first ranking inputs, while design, colour and price followed. The study can further help merchants to understand the nature of Thai’s when choosing bottom apparel and adapt to the customers preference. KEY WORDS: Visual Input / Tactile Input / Jeans / Customer behaviour / Thai’s