อิทธิพลของการรับรู้ลักษณะเด่นของบลูเบอรี่ โคเซ็ท ต่อความตั้งใจซื้อของผู้บริโภคกลุ่มเจเนอเรชันวาย

Abstract

The objective of this study was to examine the influence of perceived distinctive characteristics of fashion retailers Blueberly Closet towards the customer purchase intention which is a case study of 300 Generation Y consumers. The methods we use in the study are Quota Sampling and convenient method (Convenience Sampling) by opening a table that is normally used in the case that the exact population is unknown when selecting the population of the study case. The number of purchased customer were divided into ratios according to customer information from the store purchased history through the store's Facebook page, and the rest were 120 consumers who bought products at the store. The tools used for data collection were questionnaires. Data were analyzed using descriptive statistics consisting of frequency, percentage, mean, and standard deviation (S.D.). The statistics method to measure the distinctive characteristics levels was the Kaiser- Meyer-Olkin (KMO) analysis and Bartlett's Test. The significance level for hypothesis testing was 0.5, using factor analysis and regression analysis

The results of the survey are found that Most of the consumers with purchase behavior via Facebook page Bluberly are female, under 25 years old, single status, bachelor's degree, or equivalent has an average monthly income between 20,001 - 30,000 baht, have a career as an employee of a private company The frequency of using the service to shop via the Bluberly Closet Facebook page 2-3 weeks per time. and have the budget when purchasing Each time between 501-1,000 baht.

The opinion toward customer purchase intention for Blueberly Closet fashion among Generation Y consumers found that the customers would recommend their friends and family to buy clothes, bags, shoes, earrings of the Blueberly Closet from the fashion retailers if needed. and would like to purchase from a fashion retailer Blueberry Closet.

Elements of the marketing mix that affects the influence of perceived distinctive characteristics traits of Blueberry Closet fashion clothing retailer towards purchase intention among Generation Y consumers are product factor, Marketing Promotion Factors, Distribution Channel and Price Channel.

The result from Multiple Regression analysis shows that Distinctive characteristics of fashion retailers Blueberly Closet that affect generation Y customer intention to purchase are The second hypothesis. Which represented the attractiveness of marketing promotion (β=0.342, t=3.006, p-value= 0.003), influenced the purchase intention of clothing from a fashion retail store Blueberly Closet of Generation Y consumers statistically significant at .05.