A COMPARATIVE CASE STUDY OF THAI CONSUMER MARKETING MIX RESPONSES, TO AN INTERNATIONAL FASHION BRAND, RELATIVE TO THOSE OF ITS HOME BASED CONSUMERS : CASE STUDY “COTTON ON” BRAND

Abstract

This research aims to (1) compare the application of marketing principles in bringing international brands into Thai market and (2) study the marketing principle of international brands that to Thai consumers and customers in country of origin.  The case study brand of this study is ‘Cotton On’ brand. This research is Descriptive Research which explores in quantitative research. The samples of this study are 400 people which divided into two groups: 1) 200 people in Australia were separated in 100 people who consumed apparel from Cotton On brand and another 100 people who had no experience with Cotton On brand. 2) 200 Thai people were divided into 2 groups; 100 people who consume apparel of Cotton On brand and 100 people who had no experience with this brand. The research tools are a questionnaire created to study the consumer behavior and marketing principles that influence the decision to buy the apparel from Cotton On brand, both in Australia and Thailand. The statistical analysis used in this study is percentage in order to compare the data from the 2 groups of population. The result found that the comparison of consumers who consume apparel of Cotton On brand in Thailand and Australia showed a little differences in personal information, consumer behavior and  marketing principles. The comparison of people who had experience and had no experience with Cotton On brand in Thailand showed significant differences in the marketing principles.