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dc.contributor.authorSampatpong, Pornpimolen_US
dc.contributor.authorพรพิมล สัมพัทธ์พงศ์en_US
dc.date.accessioned2022-06-15T08:38:38Z
dc.date.available2022-06-15T08:38:38Z
dc.date.issued2022-06-15
dc.identifier.urihttp://repository.rmutp.ac.th/handle/123456789/3891
dc.descriptionดุษฎีนิพนธ์ (บธ.ด.) -- มหาวิทยาลัยเทคโนโลยีราชมงคลพระนคร, 2564en_US
dc.description.abstractThis 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
dc.description.sponsorshipRajamangala University of Technology Phra Nakhonen_US
dc.language.isothen_US
dc.subjectMarketingen_US
dc.subjectการตลาดen_US
dc.subjectMarketing channelsen_US
dc.subjectช่องทางการตลาดen_US
dc.subjectMarketing researchen_US
dc.subjectวิจัยการตลาดen_US
dc.subjectGeneration Yen_US
dc.subjectเจนเนอเรชันวายen_US
dc.subjectReady-made garmentsen_US
dc.subjectเสื้อผ้าสำเร็จรูปen_US
dc.titleSMEs 4.0 market management model for Thai clothing brands among generation yen_US
dc.title.alternativeรูปแบบการจัดการตลาด SMEs 4.0 เสื้อผ้าแบรนด์ไทยของกลุ่มเจนเนอเรชันวายen_US
dc.typeThesisen_US
dc.contributor.emailauthorarit@rmutp.ac.then_US


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