The Marketing Mix Factors affecting the choice of buying clothes for big size women in Khon Kaen Province

Abstract

          Currently, the purchase of big size women's clothing is increasing and becoming very popular. Therefore, it is necessary to study the factors that influence the purchase decision in order to formulate a marketing competitive strategy. The purpose of this study is to examine the personal factors of consumers in purchasing plus-size women's clothing and compare the marketing mix factors in the purchase decision of consumers in Khon Kaen province for purchasing plus-size women's clothing based on different personal purchase factors. This was done by collecting data from 400 women with a waist circumference of 30 inches and above who have experience in purchasing plus-size clothing. The study looks at the decision-making process, the important marketing mix, and the required business model. The marketing mix factors were analyzed and compared with the marketing mix factors in the decision-making using T-test and ANOVA. The research results found that 1) Most of the respondents were female, 276 people, or 69.0 percent, aged 23-30 years, 160 people, or 40.0 percent, had a master's degree, 154 people, or 38.5 percent, were civil servants/state enterprise employees, 160 people, or 40.0 percent, and had a monthly income of 20,001-30,000 baht, 142 people, or 35.5 percent. 2) From the comparison of marketing mix factors in the decision-making of consumers who buy big size women's clothing according to different personal factors, it was found that different genders have similar opinions on the marketing mix factors in the decision-making of consumers who buy big size women's clothing. And different age, have different opinions on marketing mix factors in the purchasing decision of consumers who buy big size women's clothing. Including different education levels, have different opinions on marketing mix factors in the purchasing decision of consumers who buy big size women's clothing. And different occupations, have different opinions on marketing mix factors in the purchasing decision of consumers who buy big size women's clothing. While different monthly incomes have different opinions on marketing mix factors in the purchasing decision of consumers who buy big size women's clothing, with statistical significance at the 0.05 level. Whereas, big size female consumers with a monthly income of 20,001-30,000 baht buy more big size women's clothing in Khon Kaen Province than big size female consumers with a monthly income of 40,001 baht or more.