The Study of Diving Factors of Winter Clothes Sells in Bangkok

Abstract

In the study, the factors that impact among the customer’s buying behavior winter cloth in Bangkok market will be determined. The factors include are product quality, price, promotion, brand image, brand preference, in-store environments, and product design, custom design, material. The targeted customers are the new people that never have purchased winter cloth and are willing to have winter cloth, and also the customer that already have experience to purchase winter cloth. The target customers are no and limitation on age and genders. The questionnaires are distributed to customers who experienced winter cloths in Paragon department store in Bangkok, with 412 sample size. The data collected by researcher and after analyze by the SPSS, the conclusion can be applied and all the findings and recommendations can be created. From this study, it shows that product quality, brand preference, in-store environment, product design, material and custom design has no relationship toward buying behavior. While price, promotion and brand image has a significant relationship toward customer’s winter cloth buying behavior. This means, the three factors, price, promotion and brand image can be focus developed to increase the level of customers’ buying behavior