The study of increasing sales on ready-made garment products in the western Japan market - A case study of Thai Fashion & Textile Fair in Osaka, Japan (TFTO)-

Abstract

The study of increasing sales on ready-made garment products in the western Japan market - A case study of Thai Fashion & Textile Fair in Osaka, Japan (TFTO) - This research aimed to study on how to increase sales of ready-made garments in TFTO trade show in the western Japan market. The objective is to apply the results of the study in strategic planning for the next event. The study was conducted by means of qualitative research and using data collected from 298 questionnaires. The sample group used in this study is the 9th TFTO visitors, who interested in importing ready-made garment products, which qualify for 33 samples. The acquired data were analyzed by content analysis. The researcher’s result showed that purchasing of high-quality products, studying information from various publications, purchasing the products by considering a quality comparing with other sources, distributor sales information provided and after sales services are the factors that affect the decisions making process to buy products of each organization. Moreover, the result on the study of marketing mix factors for adjustment found the design of the product is the most vital factor that need to be adjusted, which has a very low displacement value. Then, the result is followed by a price factor compared to other sources. In conclusion, the main reason for sales decreasing on ready-made garment products is the design, which is not consistent with the style and taste in Japanese market. Thus, the solution is to improve the design to match the needs in the Japanese market. In order to advance the products, the researcher suggests that hiring Japanese experts to develop and to guide Thai entrepreneurs towards producing their products.