BEHAVIOR OF USING THAI DRESS RENTAL SERVICE IN THE CENTRAL REGION

Abstract

The purposes of this study were to 1) study behavior of using service and marketing factors that had influence on using Thai dress rental service in central region; 2) compare opinions on marketing factors affecting the use of Thai dress rental in the Central Region, classified by personal factors; and 3) study relationship between personal factors of users and behavior on using Thai dress rental service in central region. A total of 404 respondents was surveyed via questionnaire. Statistics used were frequency, percentage, mean, and standard deviation. The hypothesis was tested by T-test, One-Way ANOVA and Chi-Square. The study indicated that the most of users were female, over 20-30 years of age, graduated of Bachelor degree, occupation Employee / Employee and the average monthly income was less than or equal to 15,000 Baht. The most pattern of dress which was selected was the style of the Thai Rattanakosin Period (Rama 1-4), with a budget of 300-500 baht per set. The color scheme of Thai, yellow or gold dress was likely to be used in auspicious or ceremonial events and people who were involved in self-determination. Information source was from internet media such as Website, Facebook, Instagram and Line. The level of opinions of marketing factors affecting the use of Thai dress rental in the Central Region at the highest level, the four aspects were as follows, distribution channels, prices, products and the promotion of marketing. Results showed that users with different personal factors had different in level of opinion toward marketing factors affecting the use of Thai dress rental in the Central Region for distribution aspect; and personal factors of users Thai dress rental service had relationship with participants in decision making Thai dress rental.