The pricing strategics affecting the decision making in purchasing the fashion clothes during COVID-19 of consumer in mueang Phuket Province

Abstract

Abstract

            This research aims to study the pricing strategics affecting to the decision-making process of purchasing the fashion clothes during the COVID-19 of the consumer in the Mueang District, Phuket Province. Samples were 400 consumers who bought the fashion clothes in the Chillwa Market, Choa-Fah Festival Market (Naka Market),          Lard-Jue, Poy-Khong Market, and Fashion clothes shops in the Mueang district, Phuket Province. Purposively data were collected by questionnaire. Statistical  method used in data analysis  was  frequency distribution, percentages, means, standard deviation, and pearson product moment correlation.

            The majority responses were ungraduated female students who was 21-25 years old, and they had gained lower 10,000 baht. Most of them were single and buying fashion clothes in a dress category. A popular place to buy fashion clothes is the Chillwa Markat. They came back to buy clothes 3-4 times a month. They spent less than 500 baht.

            Results showed that consumer opinion were high which considered in the detail found that the most important was the product follow by price, place and promotion, respectively.   

            Consumer opinion affected to the decision making process to buy the fashion clothes during the COVID-19 found that consumers made to buy the clothes were high, and then it shew that the Need recognition  was very important follow by Evaluation of alternative, Information search, Post purchase behavior, and Purchase decision, respectively.

            Opinion of consumers affected to the pricing strategies of the fashion clothes during the COVID -19 found that setting out the pricing strategies was high. When we considered each side, the results revealed that had the highest level of importance was setting out the promotion pricing  and skimming and penetration pricing, followed by the psychological pricing, respectively.

            Testing hypothesis found that during the COVID-19, pricing strategies related to the positive correlation with decision making procedure to buy the clothes in the low level. When we considered in each side shew that set price with psychological pricing was moderately correlated with fashion purchasing decision making process with statistically significant of 0.01 levels. For setting out skimming and penetration pricing and setting out the promotion pricing, for supporting the market affect the positive of decision-making process to buy the fashion clothes during the COVID-19 was very low with statistically significant of  0.01 levels.   

Keywords : Pricing strategy, purchase decision process, fashion clothing, covid 19 situation