GUIDELINES FOR THE DEVELOPMENT OF APPAREL PRODUCTS FOR OFFICE WOMEN IN THAILAND

Abstract

The research aimed to study the surrounding, problems, obstacles of women's apparel products for the working women and factors affecting Thai office working women’s decision to buy women's apparels as well as to propose a guideline to develop the apparel product development for the working women in offices. 400 collected samples were more-than-23-year-old Thai working women in offices that their organizations do not provide the working uniform and who used to buy female apparel products within the past six months. The purposive sampling method was applied for data collection. The research findings indicated that the respondents were female, mostly aged between 23-30 years old, obtained bachelor's degree, earned average income between 15,001- 30,000 baht per month, and purchased women's apparel at a high level. The hypothesis testing results were found that different age and income influenced the office working women’s decision to buy women's apparels differently. The study related to Thai office working women's buying behaviors of female apparels indicated that female apparels must be only sold in the department store, with promotion, and office working women prefer to buy female apparels representing Thai uniqueness such as cotton cloth, Thai pattern, etc. The studied equation can predict the Thai office working women’s decision to buy women's apparels as of 20.50 percent. This research suggests that online cloth sellers should pay more attention on product and service quality as well as create product brand representing Thai uniqueness.