Strategies that affect success in operating a clothing business at a shopping center The Platinum Fashion Mall Bangkok

Abstract

The purpose of this study was to compare the success of clothing businesses of entrepreneurs at The Platinum Fashion Mall, Bangkok, classified by personal factors, and to study the strategic factors that affect the success of clothing businesses of entrepreneurs at The Platinum Fashion Mall, Bangkok. A questionnaire was used to collect data from a sample population of 343 entrepreneurs at The Platinum Fashion Mall, Bangkok. The data was then analyzed using independent sample t-tests, one-way ANOVA, and multiple regression analysis.

The results of the study found that most of the respondents were female, aged 41-50 years, had a bachelor's degree, had an average monthly income of more than 100,000 baht, and had more than 10 years of business experience. They had a high opinion of business strategy and success. The results of the hypothesis test found that entrepreneurs at The Platinum Fashion Mall, Bangkok with different levels of education had different levels of business success, which was statistically significant at the 0.05 level. Strategic factors, including leadership strategy, differentiation strategy, marketing strategy, and customer focus strategy, had a statistically significant impact on the success of clothing businesses of entrepreneurs at The Platinum Fashion Mall, Bangkok, at the 0.05 level.