The Analytical of Thai Customer Behavior in Fashion Business: A Case Study of NIKE Brand

Abstract

          This academic article aims to analyze Thai customer behavior and the lesson is transcribed of excellent trading business by applying consumer behavior and service marketing mix concepts in service businesses. The study uses a secondary data collection medthod, drawing information from literature, research document, and academic articles followed by content analysis.

          The findings of the study reveal that the fashion brand NIKE has implemented a marketing strategy that emphasizes promotional activities through the design of content marketing initiatives, experiential marketing, collaboration with influential individuals and well-known brands, and the use of modern media to enhance brand awareness. Additionally, the company places significant importance on distribution channels by establishing a variety of both online and offline platforms to effectively reach its target customers. Furthermore, NIKE prioritizes the design of high-quality and diverse products to attract consumers appropriately, in conjunction with a fair pricing strategy aligned with product quality. The brand also emphasizes two-way communication to ensure effective customer engagement and information delivery. The findings regarding customer behavior reveal insights into customer needs and shifting trends influenced by changing times. Such information is crucial for developing effective marketing strategies that align with the behavior of current target customer groups. Furthermore, the findings related to the marketing mix highlight key strategies that have contributed to the business's success. This study provides a foundation for developing business approaches in similar contexts, aiming to achieve success and better meet customer demands. Entrepreneurs can apply the insights gained from this research to tailor strategies that are compatible with their specific business contexts.