dc.description.abstract | This research aims to 1) analyze the SMEs 4.0 market management factors for
Thai clothing brands among generation Y, 2) to study personal factors affecting the
SMEs 4.0 market management for Thai clothing brands among generation Y, and
3) to generate the SMEs 4.0 market management model for Thai clothing brands
among generation Y. This study uses qualitative and quantitative research methods.
In-depth interviews served as a qualitative data collection methodology. Seventeen
participants were grouped into experts, stores managers, and specialist contemporary
Thai clothing brands. For the quantitative data collection methodology, the researcher
used questionnaires with a specific group of 430 Generation Y male and female
participants who used to purchase or frequently purchase Thai clothing brands.
To analyze data, percentage, mean, and multiple classification analysis with
a statistically significant level at 0.05, the researcher used G*power. Furthermore, it was
analyzed if the results were consistent with the qualitative data. The research results
show that market management factors significantly relate to Thai clothing brand
customers’ purchasing behaviors. These factors include purchasing rationale factor,
purchasing motivation factor, brand management factor, and demand management
factor. The research findings link to the best practices in the market management
model, both online and offline markets, and sustainable development in 5.0 society,
including 1) a rapid technology replacement, 2) adding creative value to the society,
3) natural harmonization management, and 4) sustainable development. | en_US |