Marketing Mix Influencing the Consumer Decision Making in Buying Thai Industrial Embroidery Garment in Bangkok Metropolitan Region

Abstract

The objectives of this research were 1) to study the marketing strategies of Thai industrial embroidery garment, 2) to observe the consumer decision making on purchasing of Thai industrial embroidery garment, and 3) to study the marketing strategies which significant on consumer decision on purchasing the Thai industrial embroidery garment in Bangkok Metropolitan Region. A questionnaire was used to gather the data from 222 samplings. The statistics used in this research were percentage, mean, and standard deviation.

          The results of this research are as follow;

1. The marketing strategies of Thai industrial embroidery garment was on high level at 3.90
2. The consumer decision making of Thai industrial embroidery garment was on high level at 4.02
3. The marketing strategies which significant on consummers’ purchasing of Thai industrial embroidery garment were products (19 %), prices (15.10 %), places (25%) and promotions (27.70 %).