Factors Affecting the Management of the Children's Wear Market in the Hypermarkets
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Abstract
The objectives of the research article were to study: 1) the significance level of factors affecting the management of the children’s wear market in the hypermarkets, and 2) the relationship of marketing mix, consumer behavior and brand loyalty affecting the management of the children’s wear market in the hypermarkets. The study was a mix methods research. A sample group for the quantitative method consisted of consumers of children’s wear or those who used to buy children’s wear in hypermarkets in Bangkok which was acquired by means of cluster sampling. While the qualitative method, a sample group included marketing experts, entrepreneurs, or those who are involved with the children’s wear market which were acquired by means of purposive sampling. The research instruments included questionnaire and in-depth interview form. The statistics used for data analysis were descriptive statistics and structural equation modeling analysis. The results of the study revealed that 1) From studying the key level of factors affecting the management of the children’s wear market in the hypermarkets which consist of the marketing mix, consumer behavior, brand loyalty, and the management of children’s wear market, it was found that the opinions of the questionnaire respondents are at a high level; 2) From analyzing the structural equation model, it was found that the marketing mix, consumer behavior, and brand loyalty have an effect on the management of the children’s wear market in the hypermarkets. In addition, the result of quantitative data is consistent with the relevant literature. While the qualitative data provided by the sample group viewed that consumer behavior is extremely important in the target market and attract the customers. Therefore, all components of the marketing mix must be integrated and operated in a mutually beneficial manner, considering as key factors in the success of the hypermarkets' children's wear market.
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