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http://dspace.bu.ac.th/jspui/handle/123456789/1786
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Title: | The Study of Diving Factors of Winter Clothes Sells in Bangkok |
Authors: | Shuqing Wei |
Keywords: | Diving Factors Winter-clothes |
Issue Date: | 2015 |
Publisher: | Bangkok University |
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 |
Description: | Independent Study(M.Com.Art)--Global Communications, Graduate School, Bangkok University, 2015 |
Advisor(s): | Sumas Wongsunopparat |
URI: | http://dspace.bu.ac.th/jspui/handle/123456789/1786 |
Appears in Collections: | Independent Studies - Master
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