Dissertation: Smartphone Marketing in Thai Fashion Retail Industry

This dissertation explores the impact of smartphone advertising on consumer buying behavior within the fashion retail industry in Thailand, specifically focusing on Chiang Mai. The introduction provides a background on the growth of e-commerce and the increasing use of smartphones in Thailand, highlighting the opportunities for businesses in the fashion sector. It examines the industry overview, rationale, research aims, and objectives, which include understanding how smartphone advertising affects consumer behavior and analyzing the marketing mix's influence. The research methodology includes descriptive research design, an inductive research approach, positivism research philosophy, and both primary and secondary data collection methods. The study employs purposive sampling with a sample of 150 residents in Chiang Mai, and quantitative data analysis using SPSS. The dissertation aims to provide insights into effective marketing strategies for fashion retail businesses in Chiang Mai to influence consumer behavior and increase sales. The introduction also outlines the structure of the dissertation, detailing the chapters and their contents.

Dissertation
Introduction
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TABLE OF CONTENTS
Chapter 1- Introduction....................................................................................................................3
1.1 Background of the study........................................................................................................3
1.2 Industry overview..................................................................................................................4
1.3 Rationale of the study............................................................................................................5
1.4 Research aim and objective...................................................................................................6
1.5 Analysis and framework........................................................................................................6
1.6 Structure of the dissertation...................................................................................................7
References........................................................................................................................................9
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CHAPTER 1- INTRODUCTION
1.1 Background of the study
In the present scenario, internet has emerged as one of the most effective and potential
platform which can be used by businesses to sale and promote their products. The number of
internet users in Thailand are growing every year with a very good pace and this has provided
businesses with more potential development opportunities. In the year 2016, there are total 29,
078, 158 internet users in Thailand and this accounts to total 0.8% of total share of world internet
users (Thailand Internet Users, 2016). In last few years smartphones and internet has become the
most usable devices in the entire country. It can be also expressed that people in Thailand prefer
to use internet more on their smartphones as compared to desktop.
Nowadays, e-commerce has been developed as one of the most potential concept which
supports businesses in carrying out smooth flow of all their operations and activities. In simpler
terms, e-commerce can be defined as which focuses on different areas such as assessing needs of
companies, lowering down cost of operations, enhancing the speed of delivery etc. Furthermore,
the concept lays main emphasis on carrying out paperless flow of information and transactions
within a business enterprise. It can be also stated that e-commerce assist in buying and selling of
various services and products on internet. In addition to this, the concept of e-commerce is linked
or associated with different type of features such as non cash payment and 24X7 availability of
services (Veen and Ossenbruggen, 2015). This means customers are not required to go anywhere
to buy products, services and they can buy any product at any particular time.
With the help of their debit cars, credit cards and alternatives such as electronic fund
transfer, customers can easily make non cash payment of the product and services which they
have purchased over the internet. On the other side of this, it can be argued that e-commerce is
not only beneficial for customers but it also provides several kinds of advantages to a business
enterprise. For example, the concept supports organizations in carrying out more effective
marketing of their products and services which further results in increasing sales and profits of
the same. The rationale behind improving sales is that the reach of marketing and promotion of a
business enterprise increases by the use of e-commerce. Along with this, order can be generated
from anywhere and any time which also contributes a lot in improving sales and profits of a
company to a great extent.
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Nowadays, many companies operating in the fashion industry has developed their own
mobile applications from where people in the market can buy products and services (Sørensen,
2015). This has resulted in lowering down the cost of operations for the fashion retailers in the
country and making the entire shopping experiences of customers more satisfactory. On the other
side of this, social has emerged as another effective platform which can be used by companies
for marketing of their services and products. In the modern world, the competition among firms
operating in fashion retail industry has become so intense that it is not easy to attract more new
customers and retail old ones.
Companies are required to carry out innovations in their products and services to attract
customers and increase their sales (Solomon, 2014). In addition to this, appropriate marketing is
also required so that more and more people in market can become aware about the products and
services which has been offered by a particular business enterprise. At present, retail businesses
has developed their official page of social media tools such as Facebook and has also developed
their account on Twitter.
It can be asserted that with the help of social media marketing, organizations
communicate with people in the market, identify their need and demand and also provide them
information related to launch of new products, offers, discounts, changes in prices or features etc.
The Thai fashion market is growing with a very good pace and it has provided enormous growth
opportunities to the business operating in this sector. The industry is at present offering wide
range of products and services to women, men and children.
1.2 Industry overview
It can be stated that in last few decades, the fashion industry of Thailand has grown with
a very good pace and it is also contributing a large part in the overall development of the
country's economy. Furthermore, the fashion industry consist of textiles and apparel which are
termed as the top revenue generates in Thailand. Along with this, the fashion industry of
Thailand has employed more than one million workers and this has also supported in overall
growth of the nation (Thailand seeks to be Asians fashion Hub, 2016). The industry is also giving
very tough or intense competition to other fashion industries in the world and it is entirely
competing on the basis of two major factors which are low prices and labour (Yoon and et al.
2012). At the time of carrying out its operations, the entire industry lays emphasis on improving
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overall quality of its services and products. This has resulted in developing sense of satisfaction
among customers and also supported in enhancing the rate of customer loyalty. On the other side
of this, it can be also explained that adequate support and aid is provided by government of the
country to all businesses in Fashion industry in terms of growth and development.
In last few years, the trend of fashion industry of Thailand has changed to a certain extent
and the industry has become more advanced in terms of technology. For example organizations
has started to use modern marketing tools such as online marketing, email marketing, social
media marketing to attract customers and achieve higher sales. Brands in fashion retail industry
has also developed their official mobile applications so that entire shopping of customers become
more convenient. Presently the industry is contributing around 17% of Thailand's entire GDP
and more than a million individuals has been employed by it (Thailand seeks to be Asians
fashion Hub, 2016). In last few years increasing competition and rise in cost of production are
the two major issue or challenge which has been faced by the entire industry. However, it can be
argued that despite of the above mentioned challenges, Fashion industry has been able to achieve
higher growth rate in last few years.
1.3 Rationale of the study
In the modern era, it is not easy for companies to attract new customers and retain old
ones in situations where intense competition is prevailing in the marketplace. In order to sustain
in market for long run, it is required by businesses to understand consumer behaviour and factors
that influences decision making process of individuals. On the basis of information collected,
they need to make changes in their products, services and strategies so that they can create
satisfaction among customers and sustain in long run. The reason behind carrying out the present
research is to determine what kind of impact does so advertisement on smartphone can have on
the buying behaviour of people in the market. It can be stated that the concept of e-commerce has
grown significantly well and it has also affected buying behaviour and decision making process
of customers to a great extent.
Nowadays, people can easily buy desired services or products according to their need and
demand with the help of their respective mobile applications. The present study will also focus
on identification of the most appropriate and effective marketing mix which can be used to
influence decision making of people in the market. For this purpose, Thailand will be taken into
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consideration and the entire study will be carried out on fashion industry of the same. More
specifically Chiang Mai Province, will be selected as an area which will be investigated. By
carrying out the present research, the scholar is going to determine what are the effective
marketing strategies which can be used by fashion retail companies in Chiang Mai Province, of
Thailand to influence behaviour of people in the market and attract them to increase sales.
1.4 Research aim and objective
Aim
The aim of this research is to provide useful information on local consumer in Chiang
Mai, Thailand for fashion apparel business to have a better understanding of the consumer via
using their smartphone to purchase goods, also to improve marketing strategies and business plan
to achieve business goal and precisely serve consumers more effectively. The information also
can use as a guideline for further study or research about consumer behaviour and marketing mix
or any factor that can affect consumer’s buying decision making with regard to smartphone
social application in relation with the fashion industry
Objective
 To understand how advertising on smartphone social application affects local consumer
buying behaviour in Chiang Mai Province, Thailand.
 To study local consumer buying behaviour and decision making in Chiang Mai classifier
according to their demographic characteristics such as age, gender, occupation, and
education.
 To analyse the marketing mix that influence decision making via using smartphone
application.
1.5 Analysis and framework
Framework and analysis is also considered as one of the most crucial aspects of
dissertation. The reason behind this is that this section explores how information related to a
particular subject matter will be collected analysed and evaluated in order to obtain suitable
outcomes. The framework is provided below as:
 Research design- It is part of research methodologies and is directly associated with the
questions of a particular study. For the purpose of carrying out the present research
report, descriptive research design will be taken into account by scholar.
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 Research approach – It plays very important role in carrying out a research and
accomplishment of its aim and objectives. Furthermore, the concept of research approach
can be broadly categorized into two different forms which are inductive and deductive.
The researcher is going to select inductive research approach for the current research as it
will support in carrying out observation of fashion industry in Thailand.
 Research philosophy- The concept of research philosophy helps a scholar carrying out
process such as data collection and analysis in the best possible manner. Research
philosophies are broadly classified into two major categories which are positivism and
interpretivism. In context of the present research positivism research philosophy is going
to be adopted by research as it is more suitable as per the nature of present study.
 Data collection- This part includes selection of various sources from where information
regrading a particular topic can be obtained. For the purpose of carrying out present
investigation both primary and secondary data collection sources will be adopted.
Primary data is going to be collected by survey method whereas book, journals and
online sources will be considered to gather secondary information. The use of primary
and secondary sources is going to support in finding more accurate, reliable and sufficient
data on the topic under investigation.
 Sampling- The process of sampling supports in identification of the individuals who will
be taken into consideration to gather information about a particular subject. Here,
purposive sampling which is part non-probabilistic sampling method will be adopted.
Furthermore, 150 residential of Chiang Mai will be approached to gather primary data.
 Data analysis – It can be defined as the process in which different tools and techniques
are adopted by scholar to carry out evaluation of information collected from various
sources. In the present research, quantitative technique of data analysis will be applied in
which statistical tools such as SPSS will be used to carry out evaluation of information
gathered.
1.6 Structure of the dissertation
It can be stated that in order to carry out effective research, every scholar is required to
follow a well defined structure. Furthermore, structure clearly highlights the series of chapter
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which has been included in the entire dissertation. The structure of present dissertation is
provided below as:
Chapter 1- Introduction
It is considered as the first chapter of dissertation and it provides a brief overview of the
entire research which has been carried out. The chapter start covers key topics such as industry
overview, background of the research undertaken, aim and objective of research and rationale
behind carrying out a particular study. Along with this, discussion regrading techniques and tools
used in dissertation are also clearly mentioned in this strategy.
Chapter 2- Literature review
This chapter is linked with the significance of topic which has been taken under
investigation. Furthermore, secondary researcher is carried out in this chapter to become aware
about opinion and views of other researcher or scholar on the selected area or topic. This section
also depicts critical analysis of the areas which are linked with the topic.
Chapter 3- Research methodologies
The chapter of research methodologies is considered as one of the most important chapter
as it consists of major tools and techniques which has been adopted by scholar for carrying out
the entire research. Along with this, discussion regrading topics such as research limitations,
further areas and ethical consideration are also carried out in this section.
Chapter 4- Data analysis
In this section, different type of tools and techniques are used by scholar in order to carry
out the evaluation of data collected from different sources. The chapter of data analysis plays
very important role in deriving the best possible and reliable outcomes.
Chapter 5- Conclusion and recommendations
It is considered as the last chapter of study in which a valid conclusion is drawn on the
basis of entire study. It can be stated that based on conclusion, appropriate recommendations are
provided for future.
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REFERENCES
Books and journals
Solomon, M. R., 2014. Consumer behavior: Buying, having, and being. Engelwood Cliffs, NJ:
prentice Hall.
Sørensen, J., 2015. Understanding how culture influences emotions in consumer decision-
making. In Finding Solutions for the Chanllenges of Internationalization. Aalborg
Universitetsforlag.
Veen, G. and Ossenbruggen, R., 2015. Mapping Out the Customer's Journey: Customer Search
Strategy as a Basis for Channel Management. Journal of Marketing Channels. 22(3),
pp.202-213.
Yoon, C., and et al., 2012. Decision neuroscience and consumer decision making. Marketing
Letters. 23(2). pp.473-485.
Online
Thailand Internet Users. 2016 [Online]. Available through:
<http://www.internetlivestats.com/internet-users/thailand/>. [Accessed on 3rd August
2016].
Thailand seeks to be Asians fashion Hub. 2016. [Online]. Available through:
<http://www.fibre2fashion.com/industry-article/6948/thailand-seeks-to-be-asean-s-
fashion-hub>. [Accessed on 3rd August 2016].
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