รหัสดีโอไอ 10.14456/ssa.2015.20
Creator 1. Prattana Punnakitikashem
2. Warittha Thamthada
Title Exploring Thai Men Shopping Behavior for Clothing and Fashion Products
Publisher National Research Council of Thailand
Publication Year 2015
Journal Title Social Science Asia
Journal Vol. 1
Journal No. 3 (March)
Page no. 46-59
ISSN 2229-2608
Abstract Fashion has been an area of interest in consumer research for many years. In the past decade, men have begun to be interested in their appearance and demand more variety in clothing items. Research and trend indicate there are high potential for men's products to grow. Thus, menswear product is very interesting market to study. The purpose of this research is to study factors that influence Thai men to buy fashion product and to study on the insight of Thai men consumer behavior in order to be beneficial for marketing of men's wear product. This research helps the marketing department team at any men's wear fashion companies to work more effectively with the marketing plan for menswear product in order to know the factors that influence Thai men to buy clothing and other fashion product. The qualitative method is used for this study by conducting the in-depth interview with 12 Thai men, aged 20-35 years old. All respondents live in Bangkok and do shopping for clothes at least once in two months. Result in this research identified seven key factors for male shopping practice, which are brand image, designs, quality, price, store location, promotion, and salesperson. Brand image and promotion have been indicated as central traits. This study has indicated that men are very much participating in the shopping arena and as very active participants, which should not be neglected or ignored.
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บรรณานุกรม

Prattana Punnakitikashem และผู้แต่งคนอื่นๆ. (2015) Exploring Thai Men Shopping Behavior for Clothing and Fashion Products. Social Science Asia,1,46-59.
Prattana Punnakitikashem และผู้แต่งคนอื่นๆ. "Exploring Thai Men Shopping Behavior for Clothing and Fashion Products". Social Science Asia 1 (2015):46-59.
Prattana Punnakitikashem และผู้แต่งคนอื่นๆ. Exploring Thai Men Shopping Behavior for Clothing and Fashion Products. National Research Council of Thailand:ม.ป.ท. 2015.