Dissertation: Smartphone Advertising and Fashion Purchase Decisions

This dissertation delves into the impact of smartphone advertising on fashion purchase decision-making in Chiang Mai, Thailand. Employing quantitative methods, the study analyzes data collected to assess the influence of factors such as age, income, and the marketing mix (product, price, place, and promotion). Data analysis includes T-tests, One Way ANOVA, and factor analysis to evaluate hypotheses. Findings reveal the significance of factors like price, accessibility, and promotional elements in shaping consumer behavior. The research highlights the importance of understanding demographic aspects and tailoring marketing strategies to effectively influence fashion purchase decisions through smartphone advertising. The dissertation concludes with a discussion of the results, implications, and recommendations for fashion organizations seeking to optimize their smartphone marketing efforts.

Dissertation- Data Analysis
and Discussion
Smartphone Advertising: The
Impact on Fashion Purchase
Decision Making in Chiang
Mai, Thailand

INTRODUCTION
Current chapter is all about exploring the key aspects that relates with the smart phone
advertising. In this chapter the data analysis and discussion about the subject will be provided so
that better findings can be attained. After research methodology, data analysis is the next section
in the dissertation. This deals with evaluation and appraisal of the data that has been collected by
the researcher. In addition to this, it can be said that the chapter provides findings of responses
that are collected by citizens. It will assist in drawing final conclusion so that objectives of the
study can be accomplished in appreciate manner. Present study is based on smartphone
advertising and its Impact on Fashion Purchase Decision Making in Chiang Mai, Thailand.
Quantitative methods will be used by researcher to have effective evaluation of information
gathered so that issues can be overcome effectively. Along with this, the hypothesis will also be
designed as per consideration of literature review so that objectives of the study can be
accomplished effectively. In addition to this, it can be stated that the literature review indicates
the information about impact of age factor on the fashion purchase decision making in relation to
the smart phone advertising so hypothesis 1 has been designed as per consideration of literature
review. Information gathered in literature review also focuses on significance of marketing mix
so it is one of key reason that the hypothesis 3 is related to product, price, place and promotion. It
clearly indicates that there is link between the hypotheses and the literature review.
DATA ANALYSIS
Hypothesis
*Hypothesis 1*
H0 – There is no impact of age on the fashion purchase decision making in relation to the smart
phone advertising
H1 – There is an impact of age on the fashion purchase decision making in relation to the smart
phone advertising
*Hypothesis 2*
H0 – There is no significant association between monthly income and fashion purchase decision
making in relation to the smart phone advertising

H1 – There is a significant association between monthly income and fashion purchase decision
making in relation to the smart phone advertising
*Hypothesis 3*
H0 – There is a negative significance influence between factors (product, price, place and
promotion) and fashion purchase decisions towards smart phone advertising.
H1– There is a positive significance influence between factors (product, price, place and
promotion) and fashion purchase decisions towards smart phone advertising.
Refer to Appendix for further information
Interpretation of T-Test
Generally, T-test level of significance is accepted at 5%. In this regard, alternative
hypothesis is accepted when group means significantly differ and the value of significance two
tailed is less than 0.05. From the conducted analysis, if it is found that two tailed significance
value is incurred as 0.777, null hypothesis will be accepted and alternative is rejected. As a
result, from this study, it can be found that there is no impact of gender on the fashion purchase
decision making in relation to the smart phone advertising.
Interpretation of One Way ANOVA
In One Way ANOVA test, null hypothesis is rejected and alternative hypothesis is
accepted. This is because the level of significant occurred is less than 0.05. Thus, in this context,
it can be said that there is a significant association between monthly income and fashion
purchase decision making in relation to the smart phone advertising.
Interpretation of factor analysis
According to the review of the literature review author has found that marketing mix of
an organization has direct impact on customer’s purchase decision making process. So, on the
basis of this insights author has developed hypothesis for determining the most important factor
which can influence the customer’s behaviour towards the fashion organization. So, author has
formulated this hypothesis. Along with this, factor analysis is appropriate for determining some
specific factor so, application of this tool is presented as under:
Table 1: Factor analysis of respondents
Communalities

Initial Extraction
Variety of products 1.000 .576
Trendy 1.000 .683
Quality 1.000 .746
Product information 1.000 .750
Able to compare price 1.000 .878
Reasonable price 1.000 .951
Traffic issues 1.000 .982
Ease to access 1.000 .878
Free delivery 1.000 .567
Discount 1.000 .951
Bonus gift 1.000 .982
Extraction Method: Principal
Component Analysis.
Total
Variance
Explained
Component Initial Eigenvalues E
x
t
r
a
c
t
i
o
n
S
u
m
s
o
f
S
q
u
a
r
e
d

L
o
a
d
i
n
g
s
Total
% of
Variance
Cumulative
% Total
% of
Variance
Cumulative
%
1 3.679 33.444 33.444 3.679 33.444 33.444
2 2.306 20.961 54.405 2.306 20.961 54.405
3 1.746 15.870 70.275 1.746 15.870 70.275
4 1.214 11.033 81.308 1.214 11.033 81.308
5 .893 8.115 89.423
6 .561 5.103 94.526
7 .405 3.680 98.206
8 .197 1.794 100.000
9 2.615E-16 2.377E-15 100.000
10 1.109E-16 1.008E-15 100.000
11 -3.466E-
17
-3.151E-
16
100.000
Extraction
Method:
Principal
Component
Analysis.
Component
Matrixa
C
o
m
p
o
n
e
n
t
1 2 3 4
Variety of products -.291 -.34
3
-.40
5
.458
Trendy .118 .215 .378 -.693

Quality .807 -.05
8
.229 .197
Product information .529 .489 -.22
4
-.425
Able to compare price -.771 -.19
4
.494 -.048
Reasonable price .701 -.36
1
.551 .158
Traffic issues -.191 .856 .321 .331
Ease to access -.771 -.19
4
.494 -.048
Free delivery .636 .312 -.18
4
.176
Discount .701 -.36
1
.551 .158
Bonus gift -.191 .856 .321 .331
Extraction Method:
Principal
Component
Analysis.
a. 4 components
extracted.
Factor analysis table has reflected that there are some specific factors of smartphone
marketing which have direct influence on fashion purchase decision making. Analysis has
extracted four factors towards the same. As per the examination of data Reasonable price, Traffic
issues, Discount and Bonus gift has the highest percentage from 98.2% to 95.1%. This was
followed by Able to compare price and Ease to access and other factors, which had 87.8%. On
the other hand product information and quality are also considered as important factor which has
followed by 75.0% and 74.6% respectively. The least factors that faction purchase decision of
consumers were affected by are trendy, variety of products and free delivery, which were
followed by 68.3%, 57.6% and 56.7% respectively. Therefore, factor analysis has reflected that
different factors associated with smartphone marketing which have positive and direct influence
on fashion purchase decision making of customers. But, fashion organizations needs to pay
attention towards the variety of products, trendiness and free delivery of the products and
services at the time of providing facilities of smartphone selling. These factors may influence the
fashion purchase decisions of customers. Overall, as per the price, place and promotion are
important factors in smartphone marketing which may affect the fashion purchase decisions of
customers. As per the factor analysis fashion organizations need to pay attention towards the

improving products for changing buying behaviour of consumers. So, vefrification of hypothesis
has reflected that researcher needs to accept the alternative hypothesis and reject the null.
Therefore, factor analysis has reflected that there is a positive significance influence between
factors (product, price, place and promotion) and fashion purchase decisions towards smart
phone advertising.
Arithmetic mean and Standard deviation
Statistics
Gender Age Education Occupation Monthly income
N Valid 150 150 150 150 150
Missing 0 0 0 0 0
Mean 1.53 2.51 2.05 2.93 3.20
Median 2.00 2.00 2.00 3.00 3.00
Mode 2 2 3 2 3a
Std. Deviation .501 .857 .817 1.441 1.170
a. Multiple
modes exist.
The
smallest
value is
shown
Themes
Theme 1: Demographic aspects
As per detailed analysis of collected data, there are of 150 males and females. The ratio
of males to females respondents are considered as a critical aspect. It is noticeable there are a lot
more females than males. In line with this, the arithmetic mean of 1.53 also reaffirms a high ratio
of female respondents. A total number of male respondents are 71, accounted for 47.3 percent,
while there are 79 female respondents or 52.7 percent. It should also be mentioned that the
standard deviation of gender is 0.501. In addition to this, analysis of primary research also
indicates that the total number of female customers is 79 and 71 customers belong to male. It

reflects that the females are quite more attracted towards smart phone advertising in order to
attain information about fashion products.
Gender
Frequency Percent Valid Percent Cumulative
Percent
Valid
male 71 47.3 47.3 47.3
female 79 52.7 52.7 100.0
Total 150 100.0 100.0
In statistical analysis, it can be identified that most of the respondents in the study
belongs to 21-30 years age group, representing 41.3 percent of total respondents. Cumulative
percent of 21-30 years age group accounts for 52.0. Additionally, it can also be seen that there
are 52 participants aged between 31 – 40, whereas the smallest number of respondents is from
under 20 age group, accounting for a mere 16 respondents. Along with this, the age group of
customers can also be interpreted in the study. It has been noticed that out of 150 customers the
62 of them are between age of 21-30. It means the young age people are more attracted towards
smart phone advertising. There is low level of old age customers because results indicates that
only 20 of respondent belong to above 40 age group.
Age
Frequency Percent Valid Percent Cumulative
Percent
Valid
under 20 16 10.7 10.7 10.7
21-30 years 62 41.3 41.3 52.0
31-40 years 52 34.7 34.7 86.7
40 above 20 13.3 13.3 100.0
Total 150 100.0 100.0
A majority of respondents’ education level is master’s degree or above, accounting for 36
percent. The frequency of diploma holder and lower education level is only 46 and its cumulative

percent equals to 30.7 percent. Mean of education is recorded as 2.05 which indicate that
master’s degree holders have effectively participated in the study. Standard deviation is equal to
0.817, revealing that education qualification is also rseferred appropriately in this study.
Education
Frequency Percent Valid Percent Cumulative
Percent
Valid
Diploma holder or
lower 46 30.7 30.7 30.7
Bachelor 50 33.3 33.3 64.0
Masters or higher 54 36.0 36.0 100.0
Total 150 100.0 100.0
It is noticeable that a majority of respondents in the study are employees in different
organisations and their frequency is equivalent to 40. However, students, entrepreneur and others
equally share the ratio and their total percentage is 80, while a mere 20 percent of respondents
have other occupations. Government officers’ participation is recorded as 13.3 percent and their
cumulative percent is 60 percent. The mean of the occupation equals to 2.93 implying that the
employees have effectively participated in the study.
Occupation
Frequency Percent Valid Percent Cumulat
ive
Percent
Valid Student 30 20.0 20.0 20.0
Employee 40 26.7 26.7 46.7
Government officer 20 13.3 13.3 60.0
Entrepreneur 30 20.0 20.0 80.0
Other 30 20.0 20.0 100.0

Total 150 100.0 100.0
According to the detailed study, there is a high number of citizens who hold monthly
income of 20,001-40,000 baht. It also indicates that the percentage of both variables is relatively
high, when compared to others. In addition to this, 16.7 percent of respondents belong to the
10,000-20,000 baht income group. Moreover, the standard deviation in this respect is 1.170
which reflects that the income level of respondents is also effectively considered in the study.
Monthly
income (Baht)
Frequency Percent Valid Percent Cumulat
ive
Percent
Valid
Less than 10,000 15 10.0 10.0 10.0
10,000-20,000 25 16.7 16.7 26.7
20,001-30,000 45 30.0 30.0 56.7
30,001-40,000 45 30.0 30.0 86.7
40,000 above 20 13.3 13.3 100.0
Total 150 100.0 100.0
In addition to this, it can be said that the sampling for the research also indicates the
reference of overall Thiland population. It has been noticed that the ratio of females is high in
Thiland so it is one of key reason that sampling of female is also high. However, the information
about population is also vast so in order to have better understanding age group selection is also
considered as critical aspect. Ratio of young age people in Thailand is also high as compared to
other age group so during the data collection researcher has also considered young age group in
appropriate manner. To meet reliability and validity of the information the education level and
other aspects of Thiland population has also been considered in appropriate manner so that
proper outcomes can be attained.
Theme 2: Frequency to access social media websites on smart phones and total time spent on
the internet via smart phone

60 percent of participants confirm that they regularly access social media on smart
phones. Out of 150 respondents, only 30 of them state that they are not using social media, while
other 30 respondents report that they access social media occasionally. It can be concluded that
90 respondents are using social media on smart phones.
Social media
websites on
your smart
phone
Frequency Percent Valid Percent Cumulative
Percent
Valid
Yes 90 60.0 60.0 60.0
No 30 20.0 20.0 80.0
Sometime 30 20.0 20.0 100.0
Total 150 100.0 100.0
Statistical analysis indicates that 66.7 percent of citizens are using smart phone for 21-41
hours. This confirms that the internet using behaviour of respondents can be accessed
appropriately. Additionally, 15 respondents spend 10 – 20 hours and the other 15 respondents
spend 71-100 hours long on smart phone browisng the internet. The rest 20 spend 42 – 71 hours
and 101 hours or more on the internet. It can be seen that most respondents spend 21 - 41 hours
on smart phones accessing the internet.
Along with this, researcher has also applied t-test for determining that whether customers
of fashion industry uses the social media websites on their smart phones or not. Calculation of t-
test is reflected as under:
One-Sample Statistics
N Mean
Std.
Deviation
Std. Error
Mean
Do you access social
media websites on
your smartphone?
150 1.60 .803 .066

One-Sample Test
Test Value = 0
t df
Sig. (2-
tailed)
Mean
Differenc
e
95% Confidence
Interval of the
Difference
Lower Upper
Do you access
social media
websites on
your
smartphone?
24.413 149 .000 1.600 1.47 1.73
As per the literature review author has got insights about that most of the customer uses
social media websites on their smart phones. This social networks are very important part of their
life style. As per the findings of the literature most of the fashion organizations also select social
media marketing for attracting customers. So, for determining the use of social media networks
ion smart phones author has developed the above hypothesis and used t-test for getting
appropriate results. As per the above calculation calculated value of t-test is 24.413. For
conducting this test author has assumed the 5% level of significance and degree of freedom is
149. So, critical value of 5% level significance and 149 degree of freedom is 1.9760. It has
reflected that calculated value of t-test is higher as compare to tabulated value so, as per this test
researcher needs to accept the alternative hypothesis and reject null hypothesis. Overall t-test has
concluded that customers of fashion industry uses the social media websites on their smart
phone.
Total time you
spent on the
Internet via
smart phone
Frequency Percent Valid Percent Cumulative
Percent
Valid 10 -20 hour 15 10.0 10.0 10.0
21-41 hour 100 66.7 66.7 76.7

42-71 hour 10 6.7 6.7 83.3
71-100 hour 15 10.0 10.0 93.3
101 and more 10 6.7 6.7 100.0
Total 150 100.0 100.0
Theme 3: Purpose of the internet use
Regarding purpose of the internet use, 33.3 percent of respondents use the internet to buy
products and services. This data indicates that business should maximise its opportunities by
improving social media site. 25 participants mention that they use the internet to communicate
with their family In addition, they also use the internet to update fashion trend.
Frequent
purpose of
using the
internet:
Frequency Percent Valid
Percent
Cumulative
Percent
Valid
Search information 20 13.3 13.3 13.3
Communication with
family 25 16.7 16.7 30.0
Education purpose 20 13.3 13.3 43.3
Buy products and
services 50 33.3 33.3 76.7
Update to fashion 25 16.7 16.7 93.3
Others 10 6.7 6.7 100.0
Total 150 100.0 100.0
Theme 4: Advertisement of fashion brand on social media and its role in brand recognition

Analysis of statistical data indicates that 66.7 percent of respondents see advertisement of
fashion brand on social media sites. Out of 150 respondents, 30 of them state that they access
advertisement of fashion brand while using social media. Only 13.3 percent of respondents do
not focus on advertisement.
Advertisement
of fashion
brand on
social media
websites
Frequency Percent Valid Percent Cumulative
Percent
Valid
yes 100 66.7 66.7 66.7
No 20 13.3 13.3 80.0
Few times 30 20.0 20.0 100.0
Total 150 100.0 100.0
Out of 150 respondents, 90 of them reveal that they can easily recognise the brand from
social media sites. In addition to this, 35 participants or 23.3 percent do not recognise the brand
from social media site. This implies that businesses need to improve advertising strategy to
improve brand recognition.
Advertisement
on social
media websites
can help you
recognise the
brand
Frequency Percent Valid Percent Cumulative
Percent
Valid Yes 90 60.0 60.0 60.0

No 35 23.3 23.3 83.3
Sometime 25 16.7 16.7 100.0
Total 150 100.0 100.0
Theme 5: From where you access social media using smart phone and Social media sites
usage
In terms of the location where respondents use social media site, 50 percent of
respondents access the internet at home. 35 respondents or 23.3 percent of them access social
media at work and 25 participants use social media at their school or university. However, only
10 percent access the internet at other places.
Use of internet
via
smartphone
Frequency Percent Valid Percent Cumulative
Percent
Valid
At home/residence 75 50.0 50.0 50.0
At work 35 23.3 23.3 73.3
At school/university 25 16.7 16.7 90.0
Other 15 10.0 10.0 100.0
Total 150 100.0 100.0
Line application is the most commonly used social networking site by respondents to
access information about products and services. 23.3 percent of respondents use twitter and 20
percent use Facebook. In addition to this, only 15 respondents use Instagram as key social media
site.

Social network
sites did you
regularly use
the most
Frequency Percent Valid Percent Cumulative
Percent
Valid
Facebook 30 20.0 20.0 20.0
Line 40 26.7 26.7 46.7
Twitter 35 23.3 23.3 70.0
Instagram 15 10.0 10.0 80.0
Wechat 15 10.0 10.0 90.0
Others 15 10.0 10.0 100.0
Total 150 100.0 100.0
Theme 6: Digital media impact on customers and does information given about the products
and services on the internet is sufficient
It is noticeable that 43.3 percent of respondent agree with statement that digital media has
an impact on customers, more than traditional media. However, only 16.7 percent of respondent
disagree that digital media can have an impact on customers. From this analysis, it is seen that a
majority of respondents feel that digital media can influence consumer behaviour.
Digital
advertisement
attracts
customers
Frequency Percent Valid Percent Cumulativ
e Percent
Valid Strongly disagree 20 13.3 13.3 13.3

Disagree 25 16.7 16.7 30.0
Neutral 15 10.0 10.0 40.0
Agree 65 43.3 43.3 83.3
Strongly agree 25 16.7 16.7 100.0
Total 150 100.0 100.0
From the data, it can be interpreted that a majority of respondents (48.7 percent) are
satisfied with information provided on the internet. More importantly, 15 respondents strongly
agree that information provided on the internet is satisfactory. Nevertheless, only 20 respondents
find the product or service information provided on the internet is strongly insufficient.
For attaining aim And objectives of the research author wants to determine that whether
digital advertisement attracts customers more as compare to direct shopping or not. Literature
review has reflected that direct marketing is one of the major channel which helps in attracting
customers. So, on the basis of this insight researcher has developed the above hypothesis and
applied t-test for the same. Calculation of t-test is as follows:
One-Sample Statistics
N Mean
Std.
Deviation
Std. Error
Mean
Digital
advertisement
attracts customers
more as compared to
direct shopping.
150 3.33 1.304 .106
One-Sample Test
Test Value = 0
t df
Sig. (2-
tailed)
Mean
Differenc
e
95% Confidence
Interval of the
Difference
Lower Upper
Digital
advertisement
attracts
customers
more as
31.309 149 .000 3.333 3.12 3.54

compared to
direct
shopping.
As per the above calculation of t-test, calculated value is 31.309. Level of significance is
5% and degree of freedom is 149. So, critical value of chi square is 1.9760. It has reflected that
calculated value is less than tabulated value. So, researcher needs to accept the alternative
hypothesis instead of null. So, t-test has reflected that digital advertisement attracts customers of
fashion industry more as compared to direct shopping.
Information
given about
the products
and services
on the internet
is sufficient
Frequency Percent Valid Percent Cumulat
ive
Percent
Valid
Strongly disagree 20 13.3 13.3 13.3
Disagree 21 14.0 14.0 27.3
Neutral 21 14.0 14.0 41.3
Agree 73 48.7 48.7 90.0
Strongly agree 15 10.0 10.0 100.0
Total 150 100.0 100.0
Findings of the literature has reflected that internet marketing is one of the major tool for
organizations to communicate important information to customers. It has reflected that internet is
one of the important source for customers by which they can get appropriate information about

the products and services of the organization. On the basis of this insight author has developed
this hypothesis and applied t-test for making final conclusion. Calculation of t-test is as follows:
One-Sample Statistics
N Mean
Std.
Deviation
Std. Error
Mean
Do you think the
information given
about the products
and services on the
internet is
sufficient?
150 3.28 1.221 .100
One-Sample Test
Test Value = 0
t df
Sig. (2-
tailed)
Mean
Differenc
e
95% Confidence
Interval of the
Difference
Lower Upper
Do you think
the information
given about the
products and
services on the
internet is
sufficient?
32.893 149 .000 3.280 3.08 3.48
For conducting this test author has assumed 5% level of significance and 149 degree of
freedom and tabulated value of t-test is 1.9760. Calculation of t-test has reflected that calculated
value is 32.893 which is higher than tabulated value. So, researcher needs to reject the null
hypothesis and accept the alternative one. Overall, t-test has concluded that information given
about the products and services of fashion organizations on the internet is sufficient for making
purchase decisions.
Theme 7: Schemes and discounts while purchasing apparels online
Regarding online purchase discount, it can be seen that 50 percent of respondents always
find schemes and discounts while purchasing apparels on online platform. 35 percent of

respondents are likely to look for product or service discounts online. Only 25 respondents do
not search for sales promotion of apparels online.
Schemes and
discounts
while
purchasing
apparels
online
Frequency Percent Valid Percent Cumulative
Percent
Valid
Yes 35 23.3 23.3 23.3
No 25 16.7 16.7 40.0
Always 75 50.0 50.0 90.0
Sometime 15 10.0 10.0 100.0
Total 150 100.0 100.0
Theme 8: Do you get same quality products which is shown in the advertisement and are you
satisfied with return and exchange policies
41.3 percent of respondents agree that they receive the same quality of product which is
shown in the advertisement; however, 30.7 percent of respondents disagree with this. In addition,
21 respondents mention that they always receive the right product that they ordered. Although a
majority of respondents agree with this, organisations still need to improve product quality.
Same quality
products
which is shown
in the
advertisement
Frequency Percent Valid Percent Cumulative
Percent

Valid
Yes 62 41.3 41.3 41.3
No 46 30.7 30.7 72.0
Always 21 14.0 14.0 86.0
Sometime 21 14.0 14.0 100.0
Total 150 100.0 100.0
In terms of customer satisfaction with return and exchange policy of online services, 40
percent of respondents are satisfied with return and exchange policies and 35 (23.3%)
respondents are highly satisfied, while 30 (20%) are highly dissatisfied. Moreover, 25
participants are not satisfied with current policies. The data reveals that respondents are mostly
satisfied with return and exchange policies of online services.
Satisfied with
the return and
exchange
policies of
online services
Frequency Percent Valid Percent Cumulativ
e Percent
Valid
Highly satisfied 35 23.3 23.3 23.3
Satisfied 60 40.0 40.0 63.3
Highly dissatisfied 30 20.0 20.0 83.3
Dissatisfied 25 16.7 16.7 100.0
Total 150 100.0 100.0
Theme 9: Product Mix
Product information and product varieties need to be critically considered from
organisation in order to effectively develop product mix strategy. A majority of respondents state
that they carefully review product information and product varieties during online purchase. 53

percent of respondents agree that quality is also a significant aspect that needs to be considered
in product mix. Similarly, trendy product is also important to respondents.
Variety of
products
Frequency Percent Valid Percent Cumulative
Percent
Valid
Not important at all 15 10.0 10.0 10.0
Not important 25 16.7 16.7 26.7
Neutral 20 13.3 13.3 40.0
Important 75 50.0 50.0 90.0
Very important 15 10.0 10.0 100.0
Total 150 100.0 100.0
Trendy
Frequency Percent Valid Percent Cumulative
Percent
Valid
Not important at all 25 16.7 16.7 16.7
Not important 25 16.7 16.7 33.3
Neutral 35 23.3 23.3 56.7
Important 40 26.7 26.7 83.3
Very important 25 16.7 16.7 100.0
Total 150 100.0 100.0
Quality
Frequency Percent Valid Percent Cumulative
Percent

Valid
Not important at all 20 13.3 13.3 13.3
Not important 20 13.3 13.3 26.7
Neutral 30 20.0 20.0 46.7
Important 65 43.3 43.3 90.0
Very important 15 10.0 10.0 100.0
Total 150 100.0 100.0
Product
information
Frequency Percent Valid Percent Cumulative
Percent
Valid
Not important at all 10 6.7 6.7 6.7
Not important 15 10.0 10.0 16.7
Neutral 20 13.3 13.3 30.0
Important 85 56.7 56.7 86.7
Very important 20 13.3 13.3 100.0
Total 150 100.0 100.0
Theme 10: Price Mix
From collected data, it can be interpreted that social media enables customers to have
better comparison of prices, which is considered to be a significant aspect of marketing mix. In
addition to this, it can be said that 46.7 percent of respondent feel that reasonable price of
product is also important to improve price mix. In contrast, only 10 respondents tend to think that
reasonable price is not important at all.
Able to
compare price

Frequency Percent Valid Percent Cumulative
Percent
Valid
Not important at all 15 10.0 10.0 10.0
Not important 20 13.3 13.3 23.3
Neutral 20 13.3 13.3 36.7
Important 75 50.0 50.0 86.7
Very important 20 13.3 13.3 100.0
Total 150 100.0 100.0
Reasonable
price
Frequency Percent Valid Percent Cumulative
Percent
Valid
Not important at all 10 6.7 6.7 6.7
Not important 35 23.3 23.3 30.0
Neutral 35 23.3 23.3 53.3
Important 60 40.0 40.0 93.3
Very important 10 6.7 6.7 100.0
Total 150 100.0 100.0
Theme 11: Place mix
It has been interpreted that traffic issues and ease of access are also significant factors
that need to be considered. To explain, a majority of respondents or 77 percent believe that
internet traffic issue is an essential aspect of place, in marketing mix. In line with this, 63.3
percent of respondents agree that ease of access is also a significant aspect.
Traffic issues

Frequency Percent Valid Percent Cumul
ative
Percent
Valid
not important at all 10 6.7 6.7 6.7
not important 25 16.7 16.7 23.3
Neutral 25 16.7 16.7 40.0
important 70 46.7 46.7 86.7
very important 20 13.3 13.3 100.0
Total 150 100.0 100.0
Ease of access
Frequency Percent Valid Percent Cumul
ative
Percent
Valid
not important at all 15 10.0 10.0 10.0
not important 20 13.3 13.3 23.3
Neutral 20 13.3 13.3 36.7
important 75 50.0 50.0 86.7
very important 20 13.3 13.3 100.0
Total 150 100.0 100.0
Theme 12: Promotion mix
From the collected data, it can be seen that 70 percent of participants believe that free
delivery is a key element of promotional mix that need to be considered by businesses. On top of
that, 70 respondents also consider discount as a key part of promotional mix.
Free delivery

Frequency Percent Valid Percent Cumulative
Percent
Valid
not important at all 10 6.7 6.7 6.7
not important 20 13.3 13.3 20.0
Neutral 15 10.0 10.0 30.0
important 85 56.7 56.7 86.7
very important 20 13.3 13.3 100.0
Total 150 100.0 100.0
Discount
Frequency Percent Valid Percent Cumulative
Percent
Valid
not important at all 10 6.7 6.7 6.7
not important 35 23.3 23.3 30.0
Neutral 35 23.3 23.3 53.3
important 60 40.0 40.0 93.3
very important 10 6.7 6.7 100.0
Total 150 100.0 100.0
Bonus gift
Frequency Percent Valid Percent Cumulative
Percent
Valid not important at all 10 6.7 6.7 6.7
not important 25 16.7 16.7 23.3
Neutral 25 16.7 16.7 40.0
important 70 46.7 46.7 86.7

very important 20 13.3 13.3 100.0
Total 150 100.0 100.0
Discussion
It is noticeable that the number of female respondents is very high, while the ratio of
male respondents is very low. This indicates that in Chiang Mai, Thailand, there are more
females using smart phones than males. Furthermore, it can be said that the study has been
carried out mostly by respondents in 21 – 30 age group. However, this figure contradicts to the
fact obtained from literature provided by Clemen and Reilly (2013) and Lagnado and Shanks
(2015), it has been mentioned that individual who belongs to the age category of 18-35 tends to
use the internet more often than others. Moreover, the respondents who participated in the
questionnaire hold master’s degree. Hence, this can be generalised information of respondents
gained from the data analysis
In addition, it has been identified from the conducted analysis that Chiang Mai residents
use smart phone to access social media website. They also believe that social media platform is
the best source of entertainment as well as informing them of new products and services. In
addition to this, it can also be found that in one week respondents tend to spend 21-41 hour on
the internet.
From the study, respondents mainly use the internet to purchase products and services. In
line with this finding, the same conclusion can be drawn from the literature review section of this
study. According to Friday et al., (2015) around 80 percent of world population uses the internet
with an aim to make purchases online. This statistic supports the justification for the conducted
analysis. Furthermore, from the conducted analysis, many internet users use the internet in order
to update latest fashion trend. In addition to this, it has also been found that there are many
fashion brands using social media to advertise their products. This is also in accordance with the
study of Sørensen (2015) and Solomon (2014. Thus, it can be said that social media is emerged
as one of the most popular platforms that provide product information to customers.
Furthermore, the study finds that advertisement on social media assist respondents in
recognising the brand. Thus, it is true to say that social media platform is playing a very critical
role in improving sales and profits of the brand. Furthermore, social media platform can also
increase the reach to target buyers. The study also provides that survey participants most often

use the internet via smart phones when they are at their home or residence. The main reason
behind this could be lack of time among users at work or school. The study also reveals that Line
application and Twitter are the main and most famous social media sites among the selected
sample of the study. To explain, Twitter becomes more popular because there are many
celebrities using the site, thus it influences other users to adopt Twitter so that they can share the
same experience as those celebrities.
Additionally, the study reveals that respondents are attracted to the internet because of
digital advertisement, rather than direct shopping experience. Similarly, from the past studies, it
reveals that digital advertisement attracts buyers because it provides detailed product
information, while it is very difficult for customers to gain in-depth information about the
product from traditional means of advertisement such as television and newspaper etc. Moreover,
respondents also positively agree with the question to assess whether information given by firm
on the internet is sufficient or not. Respondents also find advertisement on smart phone very
relevant and authentic.
In relation to marketing mix: product, price, place and promotion, it can be concluded
from both primary and secondary research that the marketing mix has great impact on consumer
buying behaviour. To clarify, if product information is not provided in appropriate manner,
customers may not trust in advertised product and as such they will be less likely to make
purchase. Therefore, effective smart phone advertising can help in providing suitable information
to consumers in order to improve sales. A Variety of products and services also needs to be
provided to customers because it provides several features that may match the needs of
consumers. The study also reveals that discount schemes offered on websites can influence
buyers’ purchasing decision of apparel product online. It can also be found from the conducted
study that customers who make online purchases are highly likely to get the same quality of
goods as seen in an online advertisement.
The quality of services offered to customers also attracts more customers and ensures that
the goals and objective is being accomplished. It is found in both primary and secondary research
that if product quality is appropriate, satisfaction level of customers can also be improved which
can also positively impact their buying behaviour.
In addition to this, pricing of product and services must be set to attract customers. If
pricing is offering better values to customers, it will then attract more customers. Primary and

secondary research also finds that if prices are reasonable, it will also be considered as affordable
aspect. However, if prices are not affordable, it will negatively impact consumer’s purchasing
decision making. In other words, marketing mix has great impact on consumer’s decision
making process.
Secondary analysis indicates that marketing tactics are crucial component that assists in
improving business opportunities so that set targets can be attained in an effective way. If pricing
is not in line with quality of service, it will also negatively affect customer’s perception. It means
firms need to ensure that they offer services at the price that is consistent with service quality.
The result of primary research reveals that place or distribution channel is one of critical
factors that impacts decision making process of customer. In secondary research, it is found that
products and services must be offered to customers in manner that they feel convenient. If
customers do not feel valued and convenient during the purchase of products, satisfaction level
may be affected in negative manner. Similarly, primary research reflects that the ease of access is
critical factor because a majority of respondents find that the ease of access is significant.
Furthermore, traffic issues also affect consumer’s perception in terms of convenience in online
purchase. It has been noticed that if website traffic is high and customer is not able to access
shopping portal in an appropriate manner, it could lead to negative perception of customer
towards the website.
Moreover, the promotional mix is important to consider for business because it also has
great impact on customer buying behaviour. Secondary sources indicate that company should use
effective mobile application method so that promotion of products or services can be done
instantly and effectively. This is reflected in a primary research as it reveals that discount offer
is an effective marketing tool that can make an impact on consumer behaviour. By designing
effective discount offer and other promotional tactics, customer perception can be influenced in
diverse manner. Bonus gifts can also attract more and more customers. All in all, it can be
concluded that promotion mix has great impact on consumer’s purchase decision; therefore,
organisations need to carefully plan its promotional strategy.
KEY FINDINGS
 Smartphone advertising has great impact on the promotional of fashion goods.

 There are number of factors that need to be consider by business firm in order to make
sure about diverse activities.
 Classification of marketing mix must be referred effectively so that issues can be
overcome. Social media platform can also increase the reach to target buyers so
businesses can have improved focus on such aspects in order to meet objectives.
 Study also reveals that Line application and Twitter are the main and most famous social
media sites that is used by customers.

APPENDIX
Hypothesis 1
T-TEST
Group Statistics
Gender N Mean Std.
Deviation
Std. Error
Mean
Do you access social media websites on your
smartphone?
male 71 1.62 .851 .101
female 79 1.58 .761 .086
Independ
ent
Samples
Test
Levene's
Test for
Equality
of
Variance
s
t-test for
Equality
of Means
F Sig. t df Sig. (2-
tailed)
Mean
Differenc
e
Std.
Error
Differenc
e
95%
Confiden
ce
Interval
of the
Differenc
e

Lower U
p
p
e
r
Do you access
social media
websites on
your
smartphone?
Equal
variances
assumed
2.528 .114 .284 148 .777 .037 .132 -.223 .298
Equal
variances
not
assumed
.283141.289 .778 .037 .132 -.224 .299
Hypothesis 2
ONEWAY ANOVA
Independent
Samples
Test

F Sig. t df Sig. (2-tailed) Mean
Difference
Std.
Err
or
Dif
fere
nce
Do you access social media
websites on your smartphone?
Equal variances
assumed 2.528
.
1
1
4
.284 148 .777 .037 .132
Equal variances
not assumed .283 141.289 .778 .037 .132
20001-30000 45 1.33
.
6
7
4
.101 1.13 1.54 1 3
30001-40000 45 1.11
.
3
1
8
.047 1.02 1.21 1 2
40000 above 20 1.50
.
5
1
3
.115 1.26 1.74 1 2