FACTORS INFLUENCING CLOTHING PURCHASING DECISION IN BOBEA AREA OF RETAIL BUSINESS

Abstract

          The objectives of this quantitative research were to study: marketing mix factors, 7P’s, affecting purchase decision process of retailers purchasing clothes from wholesalers in Bo-Be market. The research samples were 400 retailers buying clothes from Bo-Be market in Bangkok. The research tool was a questionnaire. The data were analyzed by using frequency, percentage, mean, standard deviation, t-test, One-Way ANOVA, and Stepwise Multiple Regression Analysis.

          The research results were as follows: The hypothesis test revealed that: The factors of retail business characteristics in the aspects of business running duration, monthly sales, business model, and location, affected the purchase decision process in buying clothes from wholesalers in Bo-Be market, Bangkok with statistical significance at the 0.01 level, and the marketing mix factors in the aspects of place, people, promotion, product, physical evidence, and service process, affected, in descending order of their values, the purchase decision process of retail business in buying clothes from wholesalers in Bo-Be market, Bangkok with statistical significance at the 0.01 level.