FACTORS INFLUENCING PURCHASING DECISIONS OF H&M BRAND CLOTHING IN THE BANGKOK METROPOLITAN AREA
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Abstract
This research focused on factors that influence consumers' purchasing decision of H&M fashion in Bangkok and surrounding areas. The research objectives of this study were to study the demographic factors such as gender, age, education level, occupation, and income that influence consumers' purchasing of H&M fashion in Bangkok and surrounding areas; and to study the marketing mix factors that influence consumers' purchasing decision of H&M fashion. This research also studied the demographic factors and marketing mix factors that influence consumers' purchasing decision of H&M fashion in Bangkok and surrounding areas The sample group consisted of 415 people. The instruments used in this study were questionnaires. The statistics used in data analysis included frequency, percentage, mean, and standard deviation. Structural equations were used to test the hypotheses for structural validity and discriminant validity.
The results showed that:
the service in marketing mix factors of product aspect, marketing promotion aspect, people aspect, appearance aspect, and process influenced purchasing decision of consumers in Bangkok and surrounding areas for H&M fashion, with statistical significance at the .05 level.
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