The Innovation of antimicrobial apparel affecting to consumer buying behaviour in Bangkok Metropolitan

Abstract

According to the growing and highly competing of textile and apparel industry in Thailand, producers has to adopt of new technology to invent new products. Antimicrobial apparel such as baby clothes, socks and underwear are innovative product that has antibacterial fiber. However, perception and use of such products are not very widespread, so I am interested in studying the factors that affect to the buying antimicrobial apparel behaviour of the consumers living in Bangkok metropolitan by following concept of Rogers Everett (1976). This study was done by quantitative methodology with close-ended questionnaires, gathering 384 sampling from consumer living in Bangkok who have bought antimicrobial apparels. Data were analysed using descriptive statistics such as frequency, percentage, mean, standard deviation, hypothesis testing was by multiple regression techniques. Independent variables are consumer characteristics, innovative factors, sociological and communication factor. Dependents variables are buying behavior in antimicrobial apparel of consumer under seasons, price, times, place and frequency of buying with confidence interval of 95 percent. The results were that the buying majority were female, mostly employed in private company, aged between 32–38 years old with bachelor’s degrees and monthly income 20,001-30,000 baht. Most of buyers referred to antimicrobial apparels as they can buy as frequently as any times for all year round. Most buyers bought from department stores, 3-4 times in every 3 months with the spending less than 1,000 baht each time. When proving personal factors affecting consumers' buying behaviour, it found that consumers with different gender, age, and occupation have a statistically significant effect on the frequency of buying behaviour at .05 level and consumers with different incomes have have a statistically significant effect on place and frequency of buying behaviour at .05. The study has resulted in differences in purchasing behaviour such products.The buying behavior of antimicrobial apparel of consumer in Bangkok metropolitan has related to innovative factor in very low range and sociological factor in low range. Model of this relationship are Y= 0.980 + 0.274 (X1) + 0.429(X2 X1 is innovative factor X2 while is sociological factor and Y is buying behavior in antimicrobial apparel of consumer in Bangkok metropolitan. All hyprothesis testings are under statistical confident interval level of 95 percent