ส่วนประสมการตลาดที่มีผลต่อผู้บริโภคในการซื้อชุดทำงานเพศหญิงผ่านช่องทางออนไลน์

Abstract

Currently, women have increasingly prominent roles and acceptance in society, resulting in a continuous increase in the female workforce and a significant number of women working in occupations comparable to men. Additionally, the online market has become a borderless world and the largest marketplace in the world. This study aims to study marketing mix affecting consumers towards purchasing women workwear through online channels. The sample population consists of individuals who have previously purchased women's workwear in online channels, with a convenience sampling, size of 385 participants. An online questionnaire was used as a research tool, and the data was analyzed using descriptive statistics and standard deviation. The study found that the majority of the sample population were women aged 22-31 years, with bachelor degree education and working in private companies. Most participants purchased women's workwear for themselves, primarily through popular online platforms such as websites and selling applications. About searching for product information and online stores selling women's workwear, participants generally found it relatively easy. Regarding the overall marketing mix that influence consumers, it was found that they significantly influenced decision-making in every aspect in high level. The highest-ranked was personal service, with an average score of 4.45, followed by place (average score: 4.42), product (average score: 4.39), promotion (average score: 4.38), personalization (average score: 4.31), and price (average score: 4.20).