Integrated marketing communications of lingerie that affects purchasing decisions of consumers in Bangkok

Abstract

The summary of females living in Bangkok was as follows: results from the research shows that out of the 400 participants, a large proportion were aged between 23 - 30 year’s old who held a Bachelor’s degree and worked in private sector earning approximately between 10,000 to 18,000 THB per month. If purchased through a sales person, a customer has the privilege to compare products and make informed decision. Also if products are on sale, the customer may buy extra items and pay at the counter (otherwise it is purchased through online stores, for example: Lazada). The overall participants who decided to purchase lingerie were also at a somewhat moderate level. Participants who decided to purchase lingerie were found to place the most importance on the sales person and the level of service they received. As it’s expected all participants differ in terms of their age, education, occupation and income. In terms of buying patterns, education was the factor with the most influence, in correlation with the initial hypothesis. However, in terms of other factors such as age, occupation and income, the differences in these groups and the impact upon their buying habits which deviated from the initial hypothesis. In terms of IMC, age was the factor most affected by the use of it, in correlation with the initial hypothesis. Other factors such as education, occupation and income, which again differed from the initial hypothesis. The factors of IMC that relate to advertising are the salesperson themselves; the service they provide to their customers, sales promotions, special events to promote the product, and direct selling. These factors affect the behavior and buying decisions of women’s lingerie, which is in accordance with the hypothesis.