Factors Influencing Consumer Brand Choice Service Tailoring Shop in Thailand, Focusing on Ermenegildo Zegna, Brioni and Local Brand

Sumas Wongsunopparat

doi:10.47191/jefms/v5-i1-04

Abstract

The study compares foreign and local brands, focusing on Ermenegildo Zegna, Brioni, and local brands, in order to uncover the elements that impact customers' brand choice decisions in Thailand. The study looked at the elements that influence a customer's decision to buy a custom-made suit, in order to figure out what the most important component is. Understanding how Marketing Mixed affects customer happiness and purchase decisions is especially important. The second goal is to investigate how brand equity affects sales, with a particular focus on customer brand preferences and market expansion. The author chose the survey approach for this study, which is a quantitative research. Data was collected at random online through 346 legitimate questionnaires, and data was analyzed using cross tabulation and multinomial logistic regression. The study's findings show that all of the investigated factors, including product, price, location, promotion, brand equity, and customer purchase behavior determinants, have a positive impact on tailoring's customer brand choice decision in Thailand, with some specifications of each factor being found to be significant. Finally, when comparing these three brands, certain results are noteworthy.

Highlights

1.1 Background When come to the fashion, it is existed in the earliest century of mankind
The term "Bespoke" or "Custom Tailoring" describes garments that are made to measure for a specific customer
The purpose of this study is to investigate customer perception and preference towards Tailor made suit focusing on brands Ermenegildo Zegna, Brioni, Local Brand

Summary

Introduction

1.1 Background When come to the fashion, it is existed in the earliest century of mankind. The late 19th and early 20th centuries saw the emergence of an addition to male costume, namely the men's suit. It was, like many of its predecessors, an ensemble of jacket, waistcoat and trousers. Tailoring is the art of designing, cutting, fitting, and finishing clothing. The word tailor comes from the French tailor, to cut, and appears in English in the fourteenth century. The beginnings of tailoring can be traced back to the craft of linen armor smiths, who fitted men with padded linen undergarments to protect their bodies from the chafing of chainmail and later plate armor. What is the different between ready-made suit and Custom-made suit?

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Discussion

Conclusion