Marketing Mix Factors Influencing Purchase Decision Process of Clothes through Online Marketing Channels in Bangkok

Abstract

The purposes of this research were to 1) study the consumers’ purchase decision process of clothes through online marketing channels in Bangkok, 2) study the marketing mix factors affecting the consumers’ purchase decision process of clothes through online marketing channels in Bangkok, 3) study the relationship between marketing mix factor and purchase decision process of clothes through online marketing channels in Bangkok, and 4) study the marketing mix factors influencing purchase decision process of clothes through online marketing channels in Bangkok. The sample consisted of 385 consumers from 50 districts in Bangkok using the multi-stage sampling method. The data collecting tool was the questionnaire. The analytic statistics included frequency, percentage, mean, standard deviation, Pearson Product Moment Correlation Coefficient, and Stepwise Multiple Regression Analysis.

The research results found that: 1) the purchase decision process of clothes through online marketing channels overall was at a high level. 2) The marketing mix factors affecting the purchase decision process of clothes through online marketing channels overall at a high level. The highest aspect that affected the purchase decision process of clothes through online marketing channels was the product aspect, followed by distribution channels, marketing promotion, and price, respectively. 3) Marketing mix factors overall have a positive correlation with the decision process of clothes through online marketing channels in Bangkok, with statistically significant at level .01. 4) The marketing mix factors in the channel (X₃), price (X₂), product (X₁), and promotion channel (X₄), can 86.90% cooperatively predict the purchase decision process of clothes through online marketing channels in Bangkok.