FACTORS THAT INFLUENCE THE BUYING DECISION OF SECOND-HAND CLOTHES: EVIDENCE IN THAILAND

Authors

  • Laongdao SANTANG King Mongkut’s Institute of Technology Ladkrabang Prince of Chumphon Campus, Thailand
  • Mallika SUBONGKOD King Mongkut’s Institute of Technology Ladkrabang Prince of Chumphon Campus, Thailand

DOI:

https://doi.org/10.14456/aamr.2023.9

Keywords:

Marketing Mix, Trust, Decision, Second-Hand Clothes, Customers

Abstract

As second-hand clothes are one of the most popular items, the competition is quite intense. The objective of this research was to study marketing mix factors and factors of product trust influencing the buying decision of second-hand clothes. The data were collected from the samples of 400 buyers of second-hand clothes in Chumphon Province, Thailand, using the questionnaire as the research tool. The data were analyzed using percentage, mean, standard deviation, and multiple regression analysis. The research results revealed that the marketing mix factors consisted of the product, place, promotion, people, physical evidence, and process. The factors of product trust consisted of quality, image, and brand. These influence the buying decision of second-hand clothes of the sample group with statistical significance at the 0.05 level. Therefore, entrepreneurs should pay great attention to such factors.

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Published

2023-08-18

How to Cite

Santang, L. ., & SUBONGKOD, M. (2023). FACTORS THAT INFLUENCE THE BUYING DECISION OF SECOND-HAND CLOTHES: EVIDENCE IN THAILAND. Asian Administration and Management Review, 6(1), 95–104. https://doi.org/10.14456/aamr.2023.9

Issue

Vol. 6 No. 1 (2023): Asian Administration and Management Review

Section

Articles

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