PSYCHOLOGICAL AND MARKETING MIX THAT AFFECT TO OFFICE CLOTHES PURCHASING DECISION THRU SOCIAL NETWORK

Abstract

The objective of this independent study was to study the psychological factors and marketing mix affecting office clothes purchasing decisions through social networks. It was survey research. A sample of this study consisted of 400 people who had previously purchased office clothes through social networks in Ratchathewi, Phaya Thai, and Chatuchak districts. The data was analyzed using descriptive statistics to determine frequency, percentage, mean, and standard deviation, as well as inferential statistics such as T-test, F-test, One-Way ANOVA, and Pearson Correlation. The results of this study indicated that most of the respondents were females over 40 years old, single, working in the government or state enterprise sector, graduated with a bachelor's degree or higher, and earned an average monthly income of 20,001–30,000 baht. The psychological factors that had the greatest influence on their office clothes purchasing decisions through social networks were perception, followed by beliefs and attitudes, which had the highest average value. When marketing mix factors were considered, the product aspect had the greatest impact, followed by price and promotion. The results of the hypothesis test found that demographic characteristics, occupation, and income had an impact on the office clothes purchasing decision through social networks; in terms of psychology, motivation, perception, beliefs and attitudes, and personality had an impact on the office clothes purchasing decision; and as for the marketing mix, price, place, and promotion had an impact on the office clothes purchasing decision.