SEGMENTATION OF RETAILER WOMEN'S FASHION PANTS IN BO BAE TOWER, BASED ON PURCHASE BEHAVIOR AND IMPORTANCE OF MARKETING MIX

Abstract

The objective of this research aimed to classify Segmentation of retailer women's fashion pants in the Bo Bae Tower, based on buying behavior and importance of marketing mix. The questionnaire was collected from  customers aged more than 18 years old. Based on the estimation, 400 samples were chosen from 12,834 people among17 stores. The data were analyzed using the mean, standard deviation, Cluster Analysis, One Way ANOVA and Chi-Square. We found that most of the samples(65%) was female, aged 31-40 with average income of  30,001-40,000 Baht. They purchased fashion pants because of its design and the delivery of the product according to the correct amount of order. Based on the classification, they were  classified into 3 groups: 1) Millennial  2) Carefully  3) Shopaholic  However, all of the three groups demonstrated the significant difference purchasing behavior and the decision making on Marketing Mix (p = 0.05 )