Factors Affecting Apparel’s Wholesale Purchase Decision: A Comparative Study of The Two Largest Wholesale Department Stores in Bangkok
Keywords:
Purchasing decision, wholesale clothing, large wholesale mallAbstract
This study explored the factors that affect consumer’s purchase decision towards apparel products by comparing the purchasing pattern in the two largest wholesale department stores in Bangkok by examining how buyer decides to purchase wholesale clothing, the relationship of marketing mix and the customer’s decision-making as well as the relationship of the store’s atmosphere and this study mainly employed quantitative research. Results suggested that consumer’s purchase decision towards apparel products affected by (a) the personal factor regarding age and location (b) prices, costs, advertisements in marketing mix and store’s atmosphere, whereas (c) Decoration of the place, clothes, music, activities, cleanliness, conveniences are not the significant factors in this study.
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