FACTORS INFLUENCING CONSUMERS' PURCHASE DECISION BEHAVIOR FOR PLAIN T-SHIRTS IN BANGKOK AND METROPOLITAN AREAS

Authors

  • Ruetinan Chinnaree Digital Marketing Department, Faculty of Management Science, Chandrakasem Rajabhat University, Thailand
  • Nutnicha Jitpirom Digital Marketing Department, Faculty of Management Science, Chandrakasem Rajabhat University, Thailand
  • Wilawan Thongnark Digital Marketing Department, Faculty of Management Science, Chandrakasem Rajabhat University, Thailand
  • Plengpin Kaewwanna Digital Marketing Department, Faculty of Management Science, Chandrakasem Rajabhat University, Thailand
  • Nareerat Srinual Digital Marketing Department, Faculty of Management Science, Chandrakasem Rajabhat University, Thailand
  • Bussaba Temeeyachart Digital Marketing Department, Faculty of Management Science, Chandrakasem Rajabhat University, Thailand
  • Anyaporn Thosamlee Digital Marketing Department, Faculty of Management Science, Chandrakasem Rajabhat University, Thailand

Keywords:

Purchase decision behavior, Plain T-shirt, Marketing factors, Sales promotion, Consumer behavior

Abstract

This research aimed to study the factors influencing the purchasing decision behavior for plain T-shirts among consumers in Bangkok and the metropolitan area. It focused on examining demographic characteristics, consumer behavior (6W1H), and marketing mix factors affecting purchasing decisions. Data were collected using questionnaires distributed to 400 participants and analyzed through descriptive statistics and correlation analysis.
          The findings revealed that the most influential factor affecting purchasing decisions was fabric quality (22.57%), followed by price and comfort. Regarding marketing promotion, price discounts were found to be the most influential strategy (42.50%), while the most popular distribution channel was Shop Yuedpao store (42.69%). Most consumers made purchasing decisions independently (51.50%). This study's findings can be applied to develop product improvement strategies, pricing, distribution channels, and promotional activities that better align with the needs of contemporary consumers.

 

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Published

2026-06-07

Issue

Vol. 4 No. 3 (2569): May-June 2026

Section

บทความวิจัย