CUNSUMER BEHAVIORAL ON SHOPPING LADY CLOTHES ONLINE IN BANGKOK

Abstract

This study had four major purposes:  1) to study consumer behavioral on shopping lady clothes online, 2) to determine marketing mix factors on selecting lady clothes online in Bangkok area, 3) to study consumer

behavioral on selecting lady clothes online in Bangkok classified by personal information, and 4) to study marketing mix factors which influenced consumer behavioral on shopping lady clothes online in Bangkok area. A questionnaire was distributed to 400 ladies who purchased lady clothes online in Bangkok area and analyzed data in statistic application of percentage, mean, standard deviation, Chi-square, and multiple regression analysis.  

            Findings indicated that most of respondents aged less than 25 years old, single status, graduated with a bachelor degree or equivalent, earned an average monthly income of less than 20,001 baht, private industries worker, shopping online for the convenient, preferred to shopping between 17.00-20.00 hours, purchased 1-2 items each time, self-selection on shopping through Facebook, and paid bills by using mobile banking. The average overall picture of the opinions on marketing mix factors which influenced consumer in selecting to shopping lady clothes online in Bangkok area were at a high level. The results of hypothesis testing revealed that the different of personal patterns of lady who lived in Bangkok area affected consumer behavioral on paying for lady clothes and found that marketing mix factors, such as marketing promotion influenced consumer behavioral on shopping lady clothes online in Bangkok area with a statistically significant 0.05. As for marketing mix factors product side, price side and channel does not have an influenced consumer behavioral on shopping lady clothes online in Bangkok area.