The paper "The Influenced Factors on Consumer Purchasing Decision: Thai Fashion Brands" is a worthy example of a dissertation on marketing. This study aims to find out and determine the consumer purchasing behavior associated with fashion clothing in Thailand. This included the establishment of the factors, which influence consumer behavior, and the subsequent determination of the possible relationships between these factors influencing consumer purchasing decisions associated with the fashion clothing in Thailand. For this study, an exploratory research approach was used to explore the consumer perceptions and attitudes related to fashion clothing.
This facilitated the study to establish any new findings that relate to consumer purchasing behavior associated with fashion clothing in Thailand. Furthermore, quantitative research methods which included cluster and regression analyses were also undertaken with the aim of determining the extent by which the established factors influence consumer purchasing behavior and the possible relationship and association between these factors. This research established Kloset, Sretsis, Jaspal, and Greyhound/Playhound as the most popular brands in Thailand. The consumer taste and preference were established as the most significant factor influencing consumer purchasing decisions.
However, the quality of fashion clothing also has a significant impact on consumer behavior associated with fashion clothing in Thailand. Based on the findings of this study, consumers perceive that fashionable clothing is generally more expensive but of high quality, while low priced clothing is of low quality and unfashionable. The most common sources of information about Thai fashion clothing include the internet, magazines and TV shows. In general, most consumers would want to wear fashionable clothing like designer clothing, however, financial constraints do not allow them because such fashionable clothing is usually highly-priced. Association between factors affecting the consumer purchasing behavior related to fashion clothing in Thailand was also evaluated.
The study established that the age and income of a consumer have a significant impact on the consumer’ s expenditure on fashion clothing. Gender was also identified to generally influence consumer spending on fashion clothing in Thailand. However, the findings of this study did not fully support the claim of gender being a significant factor, which influences consumer purchasing behavior associated with fashion clothing in Thailand. Therefore, to further improve on the findings established in this study, a more suitable sampling method should be used in future research, to ensure that the sample is adequately representative of both genders.
Consumer trends have been a subject of great interest amongst researchers recently. Therefore, this research study is of great significance. This is because it seeks to establish consumer behavior associated with fashion clothing in Thailand.