PERCEIVED PRODUCT QUALITY OF FASHION CLOTHES VIA LIVE CHANNELS OF GENERATION Y CONSUMERS IN THE BANGKOK METROPOLITAN AREA.

Abstract

The objectives of this research were 1) to study the demographic characteristics of the perception of quality of fashion clothes 2) to study the level of quality of fashion clothes 3) to study demographic characteristic that affect the perception of quality of fashion clothes via live channels. Use quantitative research models. The sample consisted of Generation Y consumers in the Bangkok Metropolitan Area who had experience purchasing products and services via live channels. 400 people using a specific random method. The statistics used are percentages, means, standard deviations, independent t-test, and Oneway ANOVA

The results of this research found that the respondents were mostly female, single, with a bachelor's degree, most of whom were employees of private companies with an average monthly income of 15,001-20,000 baht. There is a high level of awareness of the quality of fashion clothes, namely product performance, features, reliability, durability, and image and reputation. In addition, the difference of gender and status there is no effect on the perception of product quality in all 5 aspects. It affects the perception of product quality in terms of reliability differently. Professions are different It has different perceived quality of features. And different average monthly income It has different perceived product quality in terms of durability and image and reputation. However, by presenting products via live channels, sellers must create diversity. It should also have a good personality, attitude and sincerity towards consumers in order to create awareness of product quality and create more confidence in purchases.