CHAPTER 1 1. Introduction This section will talk about the background of this research, the problem statement and the aim and purpose of this research. Also, a few literature review, the scope and method of this research, and conceptual framework will be discussed. 1.1 Background of the Study Now a day, with the driven world, women tend to spend more on buying clothes and more frequently. Consequently, the metropolis of Bangkok becomes a venue for many luxury brands to open flagship stores. (Chada and Husband, 2006) In addition, there is a lot of luxury malls in Bangkok such as Siam Paragon, Gaysorn Plaza, The Emporium, Central World, The Erawan Boutique Mall, and The Peninsula Plaza. All these malls are complete with facilities. The consumer behavior of Thai female students particularly in Bangkok is definitely influenced by the commercialization and globalization. This can be seen in the changes in social value, economy, and culture. People adapt more on foreign cultures. Shopping and Fashion are playing major roles in young women s lifestyle. Thai female in the present days are more fashion conscious and they are influenced by the media. (Suadmalai,2006) Luxury fashion products are purchased more for face reason. (Schutte and Ciarlante, 1998) Realizing this trend, luxury brand marketers are developing strategies to attract Thai female students. One strategies being used luxury brands in Thailand is hiring celebrities to promote their brand. (Chada and Husband, 2006)For many years fashion has been an area of interest in consumer research. Fashion is a driving force that shapes the way we live it influences apparel, hairstyles, art, food, cosmetics, cars, music, toys, furniture, and many other aspects of our daily lives that we often take for granted. (SOLOMON Michael R., RABOLT Nancy J.,2002) Fashion is a major component of popular culture that is always changing. With a solid base in social science, and in economic and marketing researches about consumer behavior towards fashion, they provides a comprehensive analysis of today's fashion consumer. Up-to-date, thought-provoking information is presented in an engaging everyday context that helps students, business people and scholars 1
understand how fashion shapes the everyday world of consumers. Nowadays, in addition to the basic functions, clothes can also serve as fashion items, which can tell how significant an individual is, express the status an individual has and what their personal image is like (O Cass, 2000). Thus, clothing can help represent our personal identity. Consumer behavior towards fashion clothing affects all aspects of the fashion industry, design, production, and merchandising and promotion at all levels, as much as it affects retailing. (P. M. Rath, 2008.) Accordingly, there are many research examines the factors that result from consumer behavior towards fashion for making a purchase decision. The results indicate that fashion involvement is significantly affected by a consumer s degree of materialism, gender, age and their identities such as mood, color, boldness, taste, sensuality, beauty, attraction to particular clothes, detachment, personal style, elegance and celebrity influence. Physical factors are directly affect to fashion consumption such as health, comfort fabric, body shape, balance/fit, body exposure, climate, functionality, seasonality and the culture. Further, it was found that fashion consumer behavior involves in fashion knowledge that they concerns about brand image, store loyalty, perceived value, purchase frequency, money spent, and price consciousness. Moreover, the results indicate that lifestyles influenced consumer confidence in making purchase decisions about fashion such as exclusivity, easy of care, profession, durability, moral, conventions, welfare, quality, versatility, brand, price, age appearance. (Maria Alice V. Rocha, 2005). Lastly, Store Environment also being a factor that affects consumer behavior. An effective mall shopping environment may impact the shopping experience and influence consumers to exhibit more approach behavior, to stay longer and spend money in the mall. (Stoel et al., 2004) The importance of consumer behavior towards fashion clothing has inspired many marketing scholars and practitioners to begin researching the concept of fashion clothing Under this concept, both inner and outer factors are regarded as valuable assets which can help the companies generate lucrative revenues. Many questionnaires have been done to be attach to possessions at both a theoretical and practical level in understanding consumer behavior related to fashion clothing. This is important because fashion clothing has both important economic and social significance in many societies. As per one of the fashionist said we are what we wear. In reality, we are who our clothes allow us to be. (Aron O Cass, 2002). In this 2
paper, the concept of consumer behavior decision making to clothes would be utilized as a theoretical framework, which would be illustrated in the following chapters. 1.2 Objectives for the Study The objectives of this study is to study factors which affect Thai women s decision in buying clothes at, the largest Fashion Mall in Thailand. The main reason for selection of this topic is my interest in the business and my taste of being a frequent shopper. This research will also help me in near future when I implement my plan to open my own outlet in the shopping mall. This research will mainly gather information from the shopper in Pratunam area and nevertheless inside itself. The final result of this research will tell which of the factors mostly affect the buying decision of women s clothes at Platinum Shopping Mall and future researcher can also use this research to consider setting up their business. The factors that will be used to measure the research will be Price, Style of Clothes, Location, Quality, Convenience and Varieties in Selection. Price Factor: Will talk about the amount customer have to pay to obtain desired product. If it s less for better. Do you get what you pay for? Styles of Clothes: Do you get all kind of styles you need? Location: is the location of Platinum fashion Mall, the main reason for your decision to visit and buy clothes? Quality: The quality of clothes offered play part in your reasoning to buy? Convenience: Is it because of one stop service, you can get diversification from many retailers. Varieties: Do you get the fashion from around the world to select at a lower price? What is? The is Thailand largest Fashion Mall and One Stop Wholesale shopping. This Fashion Mall is designed in the national wholesale shopping concept. This Fashion mall supports many services for fashion traders, retailers and people such as inventory 3
cargo, outbound and inbound transportations, car parks, elevators and others. These services help everyone in the to more convenient for shopping and trading. This research is based on one assumption that most of the Thai women will either buy clothes at or NOT buy. If they buy from one they will not buy another that is if they buy from they will not buy from other Shopping Mall. From this research future researcher can use to set up their business and offer similar service to Thai s women. Research Questions The main purpose of this study is to look into the factors affect Thai s women buying clothes at Platinum fashion Mall. Following are some questions that will be answered after the research is carried out. 1. What is the main factor that go through Thai women s mind in buying process? 2. What role do the price of the clothes play in Thai women s decision? 3. Does the location of Platinum fashion Mall, the main reason for your decision to visit and buy clothes? 4. How important is quality of clothes offered play part in your reasoning to buy? 5. Does one-stop service play role, you can get diversification from many retailers 6. Do you get the fashion from around the world to select at a lower price? 1.3 Scope of the Study This research will be looking and investigate factors that affect buying decision of Thai women at and all buyer will be people who buy clothes and visit when they realized the need to buy clothes. This will also help to identify factors sellers need to consider before select the type of clothes. As a result, this research will be useful for Thai females who buy clothes at. 4
Conceptual Framework Price Style of Clothes Location Quality Convenience Varieties in Selection Factors related to buying clothes at Platinum Fashion Mall Hypothesis Based on the research purposes and upcoming in next section literature review, the researcher has placed the hypothesis in order to study the difference between product related criteria and buyer related factors were evaluated considering the relation towards buying clothes at. The hypothesis are described below: Hypothesis 1 H1: There is significant relationship between price factors and buying behaviour of clothes at Hypothesis2 H2: There is significant relationship between styles of clothes and buying behaviour of clothes at Hypothesis3 H3: There is significant relationship between Location and buying behaviour of clothes at 5
Hypothesis4 H4: There is significant relationship between Quality and buying behaviour of clothes at Hypothesis5 H5: There is significant relationship between Convenience and buying behaviour of clothes at Hypothesis6 H6: There is significant relationship between Varieties and buying behaviour of clothes at 1.4 Methodology Primary Data, mostly in the area of Market Viability will be collected through survey near in form questionnaires. The useful information is collected on the non-probability sampling study in other areas will be essentially based on secondary data analysis. 1.5 Contribution of the Study To understand the customer purchasing behaviour of clothes at and their attitude towards clothes selling in and also type of clothes that Thai female usually buy. The result will be useful for sellers in who come across this research to continue their improvement of their clothes and in manage customer needs and wants as well as for customer to learn through factors before buying clothes. They will be able to use the study to identify customers preference when they recognize need to buy clothes. Lastly, the future researchers will also be able to use information from this research papers to do further research on this or similar topic. All in all, any researchers who want to study Thai Consumer behaviour on basic needs could also read this research paper. 6
1.6 Timeframe of the Study 1.8 Key Definitions 1. Clothes at Platinum: low price but in good stich and design 2. Consumer Behaviour: study of how why and when people buy certain things 3. : largest Fashion Mall and One Stop Wholesale shopping. 7