การพัฒนาตัวบ่งชี้ปัจจัยเชิงกลยุทธ์ที่กำหนดอุปสงค์เสื้อผ้าสำเร็จรูปในตลาดโบ๊เบ๊อุดร [Identifying Indicators of Strategic Factors Determining Demand for Ready-made Clothes in Bobae Udon Market]
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Published:
Apr 30, 2018
Keywords:
อุปสงค์ ตัวบ่งชี้ ปัจจัยเชิงกลยุทธ์ เสื้อผ้าสำเร็จรูป ตลาดโบ๊เบ๊อุดร Demand Indicators Strategic Factors Ready-Made Clothes Bobae Udon Market
Main Article Content
Abstract
This research aims to 1) identify indicators of strategic factors determining demand for Ready-made Clothes in Bobae Udon Market by using the Exploratory Factor Analysis technique 2) test the construct validity for Strategic Factors Determining Demand for Ready-made Clothes in Bobae Udon Market model by using the second-order Confirmatory Factor Analysis technique. The sample consists of 480 customers of clothes in Udon Thani Province. The research instrument is a measurement of deterministic factors of ready-made clothes demand. The data were analyzed by using the SPSS and LISREL program. The results are as follows:
There are four strategic factors found from the study: product, price, promotion, and place. Specifically, the indicators of product factor are design, variety, quantity and size. The indicators of price factor are appropriate price, negotiated price, comparison price and show prices. The indicators of place factor are atmosphere, collocation, location and parking. The indicators of promotion factor are discounts, premiums/ souvenirs, advertising/Public Relations and sales promotion.
Article Details
How to Cite
ปิติพัฒน์ ศ., พิพัฒน์สูงเนิน ป., & เหมนิล ส. (2018). การพัฒนาตัวบ่งชี้ปัจจัยเชิงกลยุทธ์ที่กำหนดอุปสงค์เสื้อผ้าสำเร็จรูปในตลาดโบ๊เบ๊อุดร [Identifying Indicators of Strategic Factors Determining Demand for Ready-made Clothes in Bobae Udon Market]. Journal of Business, Innovation and Sustainability (JBIS), 13(1), 41–54. retrieved from https://so02.tci-thaijo.org/index.php/BECJournal/article/view/89947
Section
บทความวิจัย (Research article)
References
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2. Benjamasutin, R. (2000). Managerial economics. Bangkok: Chulalongkorn University Press.
3. Bollen, K. A. (1989). Structural equations with latent variables. New York: Wliey.
4. Chadcham, S. (2004). Confirmatory factor analysis. Journal of Educational Research and Measurement, 2(1), 15-42.
5. Department of Provincial Administration. (2016). Population classified by age. Retrieved April 20, 2017, from https://stat.dopa.go.th/stat/ statnew/upstat_age_disp.php
6. Duangkaew, K. and Fusiri, P. (2013). Factors influencing operations of Boo-Bae garments in Bangkok. Journal of Finance, Investment, Marketing and Business Management, 3(2), 75-94.
7. Hu, L. T. and Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternative. Structural equation modeling, 6(1), 1-55.
8. Innawa, W. (2009). Factors affecting decision-making to buy ready-made clothes of the consumers living in Mueng district, Surat Thani province. Master Thesis, M.B.A., Suratthani Rajabhat University, Suratthani.
9. Joreskog, K. D. and Sorbom, D. (1989). Lisrel 7: User’s reference guide. Chicago: Scientific Software International.
10. Kansra, P. (2014). Determinants of the buying behavior of young consumers of branded clothes: An empirical analysis. The IUP Journal of Brand Management, 11(3), 57-70.
11. Kavakun, N. (2010). Principle economics unit 1-8 (20th ed.). Bangkok: Pachachon.
12. Khokhongcar, A. (2000). General economics (2nd ed.). Bangkok: Ramkhamhaeng University.
13. Kotler, P. (2003). Marketing management (11th ed.). U.S.A.: Prentice Hall.
14. Kulthakornsate, N., Na Pathum, S. and Laksitamart, P. (2015). The structural equation model of causal factors influencing marketing strategies for fashion business of Thai garment towards the Asean economic community market. Journal of Business, Economics and Communications, 10(2), 145-156.
15. Leopairote, K. and Thamsatitdej, P. (n.d.). Action plan of small and medium enterprises promotion in each sector: Textile and garment industry. Bangkok: The Office of SMEs Promotion (OSMEP).
16. McCarthy, E. J. and Perreault, W. D. (2002). Basic marketing: A global-managerial approach (14th ed.). U.S.A.: McGraw-Hill.
17. Mingmaninakin, W. (2007). Principle of microeconomics (19th ed.). Bangkok: Thammasat University Press.
18. Niracharopas, S. (2004). A study of East Asian tourists’ needs and factors affecting decision to buy Thai ready-made clothes. Master Thesis, M.S.Tech.Ed., King Mongkut's University of Technology North Bangkok, Bangkok.
19. Nitakorn, T. (2005). Factors influencing consumer behavior in purchasing big-size readymade apparels in Bangkok metropolitan area. Minor Thesis, M.B.A., Srinakharinwirot University, Bangkok.
20. Nitirossukon, S. (2010). Behavior of working people towards buying ready-made clothes in Samut Sakhon province. Independent Study, M.B.A., Chiang Mai University, Chiang Mai.
21. Nunnally, J. C. (1978). Psychometric theory (2nd ed.). New York: McGraw-Hall.
22. Office of Industrial Economics. (2015). The summary report on the status of Thai industry in 2015 and the industrial outlook for 2016. Bangkok: Office of Industrial Economics.
23. Pitiphat, S. (2013). Identifying indicators of strategic factors determining demand for Vietnamese foods: Applied second-order confirmatory factor analysis model. University of the Thai Chamber of Commerce Journal, 32(4), 15-33.
24. Pungpin, K. (2012). The consumer behavior of women when buying women’s clothes in Phuket province. Minor Thesis, M.B.A., Phuket Rajabhat University, Phuket.
25. Sasivimon, A. (2009). The behavior and decision making in purchasing ready-made clothes of people in Kanchanaburi province. Minor Thesis, M.B.A., Nakhon Pathom Rajabhat University, Nakhon Pathom.
26. Teeratananugoonchai, S. (n.d.). Udon Thani fashion market, ten billion. Retrieved March 16, 2017, from https://www.udclick.com/home1/index.php?option=com_content&task=view&id=72414&Itemid=127041
27. Thagkajang, A. (2003). Managerial economics. Bangkok: Thammasarn.
28. Tirakanant, S. (2010). Multivariate analysis in social science research. Bangkok: Chulalongkorn University Press.
29. Udon Thani Provincial Industry Office. (2016). Udon Thani industrial economic report 2015 (July - December 2015). Udon Thani: Udon Thani Provincial Industry Office.
30. Udon Thani Provincial Statistical Office. (2011). Number of industrial establishments by type of industries: 2008 - 2010. Retrieved March 15, 2017, from https://udon.old.nso.go.th/nso/project/search_option/search_result.jsp
31. Wiratchai, N. (1995). Linear structural relationship (lisrel) statistical analysis for the behavioral and social science research (2nd ed.). Bangkok: Chulalongkorn University Press.
