พฤติกรรมผู้บริโภคในการซื้อเสื้อผ้าสำเร็จรูปสำหรับออกงานในโอกาสพิเศษจากร้านค้าในอำเภอเมืองเชียงใหม่

Abstract

The objective of this research was to study the behaviors of consumers towards purchasing of special occasion ready-to-wear clothes from shop in Mueang Chiang Mai District. Questionnaire was used to collect the data and the samples were 300 female consumers. The data was analysed by frequency, percentage and mean. It was found from the study that most questionnaire respondents were 20-30 years old, with Bachelor’s degree. Their personal income was 10,001-15,000 baht per month. Most were company employees. From the study of consumers’ buying behaviors it was found that for special occasions, most consumers bought a short dress. The reason they bought the dress was to wear at company parties the most. The people who were influential on their buying decision were family members. The buying time was based on convenience. They bought from Thai brands. They bought 2 times a month, 2 pieces per purchase. The expense per purchase was 501-1,000 baht. The factor that affected their buying decision the most was fashion websites. The consumers compared quality, styles and prices before making decision to buy and the most important criterion was that the quality matched the price. All marketing mix factors affected buying decision in the following order: price, marketing promotion, product, and place. The first 10 sub-factors which affected buying decision were as follows: the price matched the quality, friendly staff, beautiful style, price tag is available, comfort, shop owner or staff were knowledgeable about the products and gave good suggestions, colors, fashionable and can be used for many occasions, the price was negotiable, variety of prices to choose from, availability of fitting room, and the dress can be adjusted to be worn in everyday life after. The first 3 problems the consumers had were the high price, no suggestions from shop owner or staff, and consumers could not find the dress that was suitable for their body type.