A study of the influential factors of multi-brand store toward Thai online fashion brands

“The study of the influential factors of multi-brand store toward Thai online fashion brands” has been chosen as an independent study which represents a contemporary topic in technological areas of applied marketing knowledge. This proposal focuses on market opportunities of Thai online fashion brands related to multi-brand store.In 2015, internet retailing in Thai fashion category has shown growth of 13.7 percent compare to the prior year. However, there still are some internet access problems and also some problems in the shipping process and untouched products of product purchased online. These problems provide an opportunity for Thai online fashion brand owners who do not have their own store and also use of a multi-brand store as one of their channel.For better point of understanding which would be the key influence factors of online purchasing from online shoppers’ views. Therefore, the exploratory research method will aim to gather information, and discover the ideas and insights. The exploratory research will take place in the form of open-ended questions to make the respondents have a chance to elaborate more attitudes from the given questions. Data and insights were obtained through primary and secondary data. Qualitative research was employed through face to face interviews, phone interview, and Line chatting application interview of 25 online shoppers. The respondents were non-probability sampling recruiting through personal connection. The main propose of this study is to identify and determine the vital factors that can have a profound impact on Thai online fashion brands. The findings of this report will present the advantages and disadvantages of joining multi-brand stores. This information will be extremely useful for small budget Thai online fashion brand owners who are reluctant to invest in the offline selling channel.The significant findings from 25 respondents in online shopping behavioral sector found most important has been classified into three segments; pure online shopping, economical orientation, and brand consciousness. Each segment presented different characteristics in demographics and internet usages. Furthermore, those findings had been summarized into three key attributes that are influence and enhance purchasing online; product presentation attribute, point of sales attribute, and after service attribute. These three segments evaluated e-retailers’ attributes differently. Brand consciousness shopper presented the highest levels of overall satisfaction and intention to purchase fashion goods online, while Economical orientation segment showed the opposite.