Factors Influencing Fashion Watch Buying Decision of Gen Y Consumers in Bangkok

Abstract

The objectives of this research were: (1) to study the influence of brand equity, and (2) to study the influence of the 7 P’s of marketing mix on fashion-watch buying decision. Conceptual framework was based on the theories of brand equity, 7 P’s of marketing mix and buying decision. Simple random sampling technique was applied to select 400 Gen Y consumers aged 21-38 years old who preferred wearing fashion-watches to answer self-reported questionnaire. Data were analyzed by descriptive statistics which included frequency, percentage, mean, and standard deviation, and inferential statistics which included multiple regression analysis. Research findings revealed that: (1) brand equity factor regarding brand awareness had influence on perspective towards reasons for fashion-watch buying decision, (2) marketing mix factors regarding to product, service by salesperson, marketing promotion, distribution channel, and sales promotion incentives had influence on perspective towards reasons for fashion-watch buying decision, and (3) marketing mix factors had more influence on perspective towards reasons for fashion-watch buying decision than brand equity factor. These results implied that when planning for marketing strategy, it should have taken into consideration those factors having influence on buying decision based on their priorities, which are product, servic by salesperson, marketing promotion, distribution channel, sales promotion incentives and brand awareness, and also integrated various strategies to respond to Gen Y consumers who had a high influence on local consumer market.