Marketing Communication Factors Affecting Consumers' Purchase Decision of White Shirts for Work in Nakhon Pathom Province

Abstract

The objectives of this research were: 1) to compare the decision to purchase white shirts for work in Nakhon Pathom Province classified by personal factors. and 2) to study marketing communication factors affecting the decision to purchase white shirts for work in Nakhon Pathom Province. This study employed quantitative research methodology. The sample consisted of 280 individuals who purchased white shirts for work in Nakhon Pathom Province. The sample size was determined using G*Power3 program, and convenience sampling was applied. Data were collected using questionnaires and analyzed by percentage, mean, standard deviation, t-test, One-way ANOVA, and stepwise multiple regression analysis. The research findings revealed that: 1) Consumers with different monthly average incomes had significantly different decisions to purchase white shirts for work at the statistical significance level of .05. 2) Marketing communication factors affecting the decision to purchase white shirts included sales promotion (X3), word-of-mouth communication (X5), direct marketing (X4), and advertising (X1) at the statistical significance level of .05. These factors collectively predicted 37.70% of the service usage decision. The regression analysis equation was: Ŷtot = 1.907 + .281(X3) + .279(X5) -.134(X4) + .135(X1)