Online channel, a new channel for student uniform market in Thailand

The study of “Online Channel for student uniform market in Thailand” has been chosen to be an independent study topic that focuses on the issue of society in Thailand. This study is a contemporary topic in applied marketing. Objectives are to understand the important criteria to make a decision to buy student uniform. In addition, the Internet using behavior of Gen Y is very important for business sector to adapt their strategy to match with lifestyle change. The result of this study will show the tendency whether the Gen Y customer is likely to adopt to buy student uniform through online channel or not, the preference of their online platform and how entrepreneur can set the right tools to optimize and drive conversions. Secondary data was gathered from many sources such as newspaper, Internet, Research article etc. The data is used to understand about key selection criteria of student uniform, market size and Gen Y online purchasing behavior. Qualitative analysis was gained from six in-depth interviews including 2 students, 2 business owners and 2 office workers to gain insight and factors that each group used to consider before purchasing online. Quantitative analysis was completed by conducting online surveys of 116 respondents, distributed by parents who already have their kid and prospect user who haven’t have kid by now but intend to have soon. Finally, statistical procedures by SPSS were used to summarize outcomes form quantitative survey.