Marketing Mix Influencing Purchase Decision Clothing Through Online Channels Among Working-age Consumers in Bangkok

Abstract

          The objectives of this research are 1) to study demographic factors that influence the decision to purchase clothing through online channels among working age consumers in Bangkok and 2) to study the marketing mix that influences the decision to purchase clothing via online channels. Online channels for working age consumers in Bangkok. The sample group is working age consumers in Bangkok. There were 400 people who bought clothes through online channels. Data were analyzed using frequency, percentage, mean, and standard deviation. Finding a relationship and multiple regression analysis. The data collection tools used in this research were: Online Questionnaire.

            The results of the research found that 1) Gender and occupation have a negative influence on the decision to purchase clothing through online channels among working-age consumers in Bangkok with statistical significance at the 0.00 level, able to predict 3.8 percent of the decision. 2) The influence of the marketing mixes on the decision to purchase clothing through online channels among working age consumers in Bangkok is statistically significant at the 0.00 level and can predict 51.7 percent of decisions. The results of the study can be used as a guideline for online clothing business operators or related parties to use marketing mix data to plan, improve, and develop, including planning clothing marketing strategies to be more effective.