A study of the influencing effect of service marketing mix on the purchase decision of consumers in order to formulate strategies to increase online clothing sales

case study of Chaya Shop

Abstract

A study of the influencing effect of service marketing mix on the purchase decision of consumers in order to formulate strategies to increase online clothing sales, case study of Chaya Shop. 385 consumers who purchased products from Chaya Shop analyzed the personal data of the sample group by using frequency (Frequency) and percentage (Percentage) and analysis of information about service marketing mix requirements. The mean (Mean) and standard deviation (Standard Deviation) were used to test the hypothesis. In this study, a statistical analysis tool, Multiple Linear Regression Analysis, was used to test hypotheses about consumer demand for online working clothes.

The results showed that Most consumer groups are female, aged 31-40 years, number of single statuses, occupations, employees of private companies. The highest education at the bachelor's degree level earns 20,001-30,000 baht. The study found that the need for the service marketing mix (7Ps) influenced the decision of working-aged consumers towards the decision to buy clothes via online channels. The primary variables in all 7 aspects consisted of 1. Product aspect, demand for working clothes with various sizes to choose from, 2.  Price requirement for the product, price including shipping cost, 3. The distribution channel wants to order via Shopee/Lazada 4 Promotional aspects, free shipping promotion. 5. Personnel employees are updated regularly, stock products. 6.Physical environment. Product pictures on the page are taken from real product samples. 7. Aspects of the process. The live operator speaks clearly and concisely about the product description and price and subsequent tests revealed that the factors that influenced the decision to buy clothes online in the future in the problem recognition stage were the best compared to the constant. The statistical significance was at 0.05. The dependent variable consisted of 4 parts: process components, Distribution channel components, Product composition, and price components

According to the results of the study, it was found that the factor affecting the decision of working-aged consumers towards purchasing clothes via online channels is the process component. The key factor here is that the live operator speaks clearly and concisely about the product description and price. The staff is knowledgeable in the product and good communication. The staff responded to the chat politely. Chat staff responded quickly and to the point. Live broadcast staff is good at solving immediate problems. The solution to the problem is to use an order management system to manage orders and warehouses. To reduce the problem of managing orders and inventory in sales during the live broadcast of employees and adding new distribution channels Instagram, Shopee, and Lazada with a quarterly follow-up evaluation that will spend a total budget of 72,000 baht in 2021.