ส่วนประสมการตลาดที่มีผลต่อการตัดสินใจของผู้บริโภค ในการซื้อเสื้อผ้าสำเร็จรูปพื้นเมืองผ้าฝ้ายจากร้านค้าในอำเภอเมืองเชียงใหม่

Abstract

The objective of this research was to study marketing mix that affected consumer decision towards the purchasing of ready-to-wear local cotton clothing from shops in Mueang Chiang Mai District. The analysis was based on the 4P factors namely product, price, place and promotion. The data was collected from 300 customers who had bought finished local cotton garments in Meaung Chiang Mai District in the past year. The data was analysed using frequency, percentage, and mean, as well as inferential statistics namely Independent Sample t-test and One-way ANOVA. The results of the study showed that most of the questionnaire respondents were female, 21-30 years old, single. Most were employees with monthly income of 10,001-20,000 baht. Most had Bachelor’s degree. The type of cotton garment they bought the most was blouses, and they spent less than 1,000 baht for each purchase. They bought cotton garments once a year, mostly during weekends, between 13:00-17:00 hrs. The most favourite place to buy cotton garments was Waroroj Market. Mostly they went to buy at the market themselves, and they used cash for the purchase. The information about the 2 groups of buyers were as follows. Retail customers spent 1,000 baht or less at each visit. They bought cotton garments once a year, during weekends, and after 17:00 hrs. Whole-sale customers spent more than 5,000 baht at a visit, and bought monthly, between Mondays to Fridays, at 12:00-17:00 hrs. From the study of marketing mix, it was found that the respondents ranked all factors at the high level, in the following order, with the highest ranked sub-factor for each: product, the fabric was comfortable to wear; price, the price matched the quality; place, the place was in a convenient location; and promotion, the salespeople were friendly. When analysing the data based on the differences in gender, age, type of garments purchased, and spending, it was found that market mix influenced their decision making differently in some of the sub-factors at the significance level of 0.05 .