Marketing mix strategy and factors influencing buying behavior on women’s accessories in Bangkok

Abstract

The objectives of the research were; to study consumer behavior in buying women’s accessories in Bangkok, and to study business operation strategies of owners of women’s accessories shops in Bangkok. Conceptual framework was applied from the concepts theories of marketing mix, strategic business management and consumption behavior. Simple random sampling technique was applied to select 460 consumers who bought products from those shops.Data analysis was done by on Chi-square test and Pearson’s Correlation Coefficient. Research findings revealed that; marketing mix factor and differentiation strategy as well as low-cost strategy affected buying behavior on women’s accessories with a statistical significance; relationship analysis on marketing mix factor differentiation strategy and low-cost strategy found that they were related to buying behavior on women’s accessories with a statistical significance. Entrepreneurs, who focused on marketing mix, physical environment, and differentiation strategies, were likely to become market leader. Also, they should have prioritized consumers who worked in shoe manufacturing plants because this group of consumers bought women’s accessories the most frequently.