ส่วนประสมการตลาดที่มีผลต่อผู้บริโภคในจังหวัดสมุทรสาครในการซื้อเสื้อผ้าเด็กเล็ก

Abstract

This independent study aimed to study the marketing mix affecting consumers in Samut Sakhon Province toward purchasing of baby clothes. Populations of this study were specified, according to the quota sampling method, to 300 samples who purchased or used to purchased baby clothes. Data were analyzed by the primary statistics namely descriptive statistics, frequency, percentage, and mean. Regarding the study on respondent’s general information, the findings presented that the majority were female in the age of 31-40 years old, married, worked as private company employee, graduated in bachelor’s degree, and earned average monthly income at 15,001-25,000 baht. In average, they purchased baby clothes at the frequency of 1 - 2 times per year. In each time, they purchased 1-2 pieces of clothes. A group of whom who purchased 0-24 months-old baby clothes, they mostly purchased 0-3 months-old size of clothes. A group of whom who purchased 3-6 years old boy/girl clothes, they mostly purchased 5 years-old size of clothes. They usually purchased the clothes matching by the stores. In each time, they spent on average of 201-400 Baht and the reasonable price of a piece of clothes should be ranked between 101-200 Baht. Place where they purchased the product was hypermarket such as Big C, Tesco Lotus, and etc. Brand that they mostly purchased was Kids Corners and Papa. Purpose of their purchase was to replace the old one, which was too small for the growing child. Most of them were acknowledged on baby clothes/place of baby clothes distribution as well as made purchasing decision by themselves. Regarding the study on marketing mix factors affecting the respondents towards purchasing baby clothes, the results showed that most factors affected them at high level as follows. The product factor highly affected them, especially product durability with lasting use. The price factor highly affected them, especially reasonable price. The place factor highly affected them, especially convenient location to access. The promotion factor highly affected them, especially advices and product information as provided by the salesperson.