THE STUDY OF DEMAND FOR BRANDNAME APPAREL OF TEENAGERS IN PHRANAKHON SI AYUTTHAYA PROVINCE

Abstract

Objectives of this research were to: 1. Study demand for, 2. The opinion level and 3. The problem that may be caused from brandname apparel buying of teenagers in Phra Nakhon Si Ayutthaya Province. This research was Survey Research method by using questionnaire. The respondents were 300 teenagers in Phra Nakhon Si Ayutthaya Province. Data were analyzed by Arithmetic Mean, Chi-square and T-test.

Findings revealed that 1. 61.67% of respondents demanded for buying brand name apparel while 38.33% of respondents did not. 2. They reasoned that brand name apparel quality was very good and unique design, the respondents who did not demand revealed that it was too expensive to afford and should be for the rich only. Their opinions were statistically significantly different at .05 level. Most of male teenagers would buy shoes with 199-5,500 Baht, female would buy bag with 200-6,000 Baht, statistically significantly different at .05 level. While shirt and trousers were not different. Factors that affected to buy brand name apparel were income, opinion level and reference group. And 3) 6.49% of respondents had problems that may be caused from brand name buying, they faced that the brand name apparel was so expensive that they have to reduce their expenditure and limit themselves for brand name apparel purchasing