Sustainable Marketing Development of Hand-Woven Loincloth Products

Abstract

         The purposes of the study was to investigate the consumers’ behaviours on buying the hand-woven loincloth products. The sample were 200 consumers who bought the hand-woven loincloth products at the event called OTOP City 2017 (Dec 17-25, 2017) at Muang Thong Thani and Crafts Bangkok 2018 (Mar 29-Apr1, 2018) at Bangkok International Trade & Exhibition Center. The research instrument was a questionnaire. The statistics employed was the percentage. The findings were as follows: 1. The majority of the consumers were female aged 35-55 years old with the family income around 20,000 - 35,000 Baht per month, as well as having the bachelor’s degree and working for private companies and having two children. 2. Concerning the behaviours on buying the hand-woven loincloth products about Thai children’s clothing style, it was found that most of the consumers chose to use the loincloth (100% cotton) as a separate piece (blouses, pants, shirts’ and skirts) with solid colors, collars with short sleeves, pockets, but without belt ears or crotches, cylindrical long-leg pants, balloon skirts at knee length, or knee cover length, plastic buttons (with holes) and invisible plastic zippers.