Consumer Perception and Attitude Towards Foreign Verus Domestic Apparel in Thailand

Sae-jiu, Sirirat (2007) Consumer Perception and Attitude Towards Foreign Verus Domestic Apparel in Thailand. [Dissertation (University of Nottingham only)] (Unpublished)

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The purpose of this dissertation was to study whether or not consumer perceptions and attitudes toward purchasing domestic versus imported apparel product differ among young consumers in Thailand. Variables to be investigated include apparel attributes and demographic characteristics. Also, the effects of country of origin and consumer ethnocentrism were examined.

The survey questionnaire was employed to collect the primary data in Bangkok, the capital city of Thailand. A total of 194 university students completed and returned useable questionnaires.

The findings showed that consumer attitudes toward domestic versus foreign apparel differed significantly. Consumers had an overall more positive attitude towards foreign apparel over Thai apparel with regard to durability, quality, attractiveness, fashionableness, brand name, and choice of styles. However, no significant difference was found in consumer attitudes among various demographics, namely gender, age, income level and travelled abroad. Young Thai consumers preferred apparel originating in western countries more than eastern countries. Their three most preferred country of origin of apparel were Britain, America and France, respectively. Nevertheless, the perceived quality of French-made and American-made apparel was rated higher than that of Britain. Interestingly, relative to other apparel attributes, country of origin was generally of low importance in consumer decision-making. For consumer ethnocentrism, the results indicated that there was a positive correlation between consumer ethnocentrism and attitude towards domestic apparel, but there was no negative correlation between consumer ethnocentrism and attitude towards foreign apparel. Furthermore, demographic variables did not show effects on consumer ethnocentrism.

Item Type: Dissertation (University of Nottingham only)
Keywords: International Marketing, Consumer attitude, Consumer Perception, Foreign, Domestic, Country of origin, Consumer Ethnocentrism, Apparel, Consumer Preference, Thailand, Product Evaluation
Depositing User: EP, Services
Date Deposited: 10 Mar 2008
Last Modified: 10 Jan 2018 10:48

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