ปัจจัยในการเลือกซื้อเสื้อผ้าเด็กสำเร็จรูปนำเข้าจากสาธารณรัฐประชาชนจีนในจังหวัดเชียงใหม่

Abstract

This study had the objective of investigating the methods and means of importing readymade children’s clothing from the People’s Republic of China and the factors affecting the consumers in choosing to purchase the products. Questionnaires were distributed to importers and 300 buyers of the products in Chiang Mai Province. The data was analyzed using descriptive statistics and the factors were given weight using Likert’s Scale. The findings were that the entrepreneurs of the sample group obtained information on the products from websites and the purchase and contact with the shops or producers were done through the service of international transporting companies. Sometimes they also had some tour guides take them to the wholesale area in Kwangchou or selected the goods from the websites of the shops in China. Payment was made in Yuan by transfer through the transportation company or international banking. Importing or transporting were done via international transportation service by trucks and ships. Service charges depended on the weight Most of the buyers in the sample group were female and were an average of 35 years old, married, having a bachelor’s degree education, and they were workers or employees of a private company. The market mix factor influenced their choice of buying at an average of 3.71 (a high level). The number one factor was the physical making and presentation of the products comprising attractive showcases and confidence in the sales shops. The second ranked factor was the service given by the shop assistants in providing factual information or advice to the customers and rapid response to the inquiries. The third rank was the product distribution with several purchase channels, especially their having sales shops in various communities. Most of the sample group bought the clothing products for their children to wear seasonally and they had bought the readymade children’s clothing for 2 years on average. Popular clothing items were t-shirts and pants. The average purchase was 5 pieces each time at approximately 991 Baht per purchase. Information sources on children’s clothing was mostly from the shop window advertisements, Facebook or Fanpage, respectively.