A comparison of Thai female consumer behavior towards fast fashion in 3 age groups of 15-25, 26-35, 36-45.

Abstract

Due to a very competitive market of Fast fashion industry and the emerging of many diversity stores in Thailand, Fast fashion industry could be another drivers leading evolutionary change in consumer lifestyle and preference. An exploration of the study use qualitative method to acquire comprehensive and detailed data from in-depth interview. Therefore, this study demonstrates a perspective of Thai female purchasing behavior towards fast fashion with 3 age groups from 15-25, 26-35 and 36-45. The research explain the difference of consumer's culture, psychological core, the process of making decision and consumer behaviour outcome of each generation. The main aim of this research is to explore the Thai women purchasing behaviour in difference age group regarding to Fast Fashion. From the initial aim, speculative hypotheses and appealing aspects through analytical approach, 15 respondents demonstrate a different value, criteria, limitation and motivation according to the analyse data from in-depth interview. Recently Fast fashion industry emerged in Asian Country including Thailand. Besides, the information would be beneficial to retailer, marketer or entrepreneur who conduct apparel business in order to strengthen the business and take advantage of this opportunity.

KEY WORDS: Fast Fashion / Female Purchasing Behavior / Consumer behavior Motivation / Attitude to fast fashion