Thai female teenagers' trend, attitude, and purchasing criteria for fashion clothing

Name: Bunyada Lertnapasait

keyword: Female fashion

; Teenagers fashion trend

; Fashion clothing

; Purchasing behavior

; Thai female teenager consumers

Abstract: Thai fashion clothing industry is growing rapidly and expected to show an annual growth rate of 23.2% resulting in a market volume from 531 million US dollars in 2017 to 1,509 million US dollars in 2022. It is known as second-most important employment sector in Thailand with over 500,000 people employed in 4,700 manufacturers. Teenagers spend more than 40% of their budget on fashion category. They have a totally different way of making decision comparing to adult which the secondary research shows that they are more sensitive and responsive to the marketing activities. This study is the study of fashion clothing, specifically focus on Thai female teenagers, under the society issue. The purpose of this study is to study the trend, attitude, and purchasing criteria of fashion clothing of Thai female teenagers. Qualitative and Quantitative researches were conducted to accomplish with the objectives. The research found that fashion clothing trend that Thai female teenagers wear the most is “T-shirt with skinny jeans and sneakers”, and they mostly described their style as “Plain/ Commonly” style. Female teenager buy value for money clothing. They have their own style and mostly consider themselves not fashionable. They look for value for money and quality products. The majority of respondent are junior or senior middle school students aged 16- 18 years old. Respondent’s household income falls into SES C class. Most of them are in Upcountry and mostly in rural area. The results of this study will benefit brand owners of the industry to create the right fashion clothing product to match the demand of their target consumer and to select the right marketing mix (product, price, place and promotion) for their fashion clothing products.

Thammasat University. Thammasat University Library

Address: BANGKOK

Email: preserv@tu.ac.th

Name: Hoffman, K. Douglas

Role: advisor

Created: 2017

Modified: 2021-04-21

Issued: 2021-04-21

วิทยานิพนธ์/Thesis

application/pdf

DOI: 10.14457/TU.the.2017.496

eng

DegreeName: Master of Science

Level: Master's Degree

Descipline: Marketing

Grantor: Thammasat University

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