Smartphone Advertising's Influence on Fashion Purchases in Chiang Mai

This dissertation proposal investigates the impact of smartphone advertising on fashion purchase decisions in Chiang Mai, Thailand. The study aims to understand how advertising on smartphone social applications affects local consumer buying behavior, considering demographic characteristics like age, gender, occupation, and education. It also seeks to analyze the marketing mix's influence on decision-making via smartphone applications. The research will employ a descriptive design using questionnaires distributed to 400 respondents, analyzed using SPSS. The proposal includes a literature review covering consumer behavior, decision-making factors, and consumer trust, along with a detailed methodology, data collection plan, and ethical considerations. The research will contribute to the understanding of how digital marketing strategies can be optimized for the fashion industry in the context of Thailand's growing e-commerce market.

Dissertation Proposal
Topic
Smartphone Advertising:
The Impact on Fashion
Purchase Decision Making in
Chiang Mai, Thailand
Introduction
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Due to the growing market of e-commerce Thai consumers are beginning to use
smartphone application to satisfy their want and decide where to shop, what to buy, and how
to pay within just one touch of their fingertips. If the business knows what factor influence
consumer buying decision or what consumer consider before purchasing products, business
can develop the marketing strategies and tactics that appropriate for the consumers. However,
more and more local consumers in Chiang Mai are using internet via smartphone device to
receive information and to view advertising instead of traditional television. Local consumers
spending more time on online activities over the past years and likely to keep increasing and
coincided with the expansion of digital advertising (Bedi and Lal, 2014).
This research is to investigate how advertising on smartphone affect consumer behaviour
and the factor that influence consumer decision making to purchase fashion apparel product
online, and compare to consumer different demographic characteristics.
Background
Thailand, mobile content and application market is the second largest in the ASEAN
region, around 87.5 million smartphones connected on 3G network so that make a
smartphone application market in Thailand very attractive to both local and international
investors to reap benefits of the market (IDC Thailand,2015).
According to (Daat.in.th), the number of active smartphone users that subscribed to the
internet is seem to increase every year, and there is 56.1 million internet user which is more
than half of the total population in Thailand. Furthermore, the number of smartphone users is
over 50% of total mobile device that exist in Thailand, which is 91.9 million devices (Figure
1).
Figure 1: Thailand mobile market
Source: (Daat.in.th)
The trend of active smartphone user in Thailand is increasing every year and the behaviour of
user is unpredictable, so this can lead to the development of the e-commerce business to get
their business in this market and respond to consumer need directly.
Behaviour of internet user in Thailand
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Figure 2: Average internet user hour per week 2014-2015
Source: Nuttaputch dot Com, 2015
From the statistics (Figure 2), it can be seen that the number of internet users in
Thailand are likely increasing to the average of 42 – 76.9 hour per week (Nuttaputch dot
Com, 2015). That mean Thai consumer spending more time per week using the internet.
However, the trend of internet usage is continuously increasing every year and especially for
smartphone. Smartphone make it a lot easier to get an access to the internet, so that cause the
change of consumer behaviour from the traditional way to the digital marketing. Furthermore,
people from Chiang Mai area will be taken into consideration.
Social Media Marketing (SMM)
The main purpose of SMM is marketing on social, it is how business create their
opportunity to expand the business and increasing profit. Compare to the traditional way of
marketing and advertising, SMM is more efficiency and directly delivery information to
consumer while access to the internet. According to (SocialMedia.in.th, 2015), statistic show
that Thai user access to the internet throughout 24 hours. Social Media Marketing (SMM) is a
strategic marketing communication model that communicate directly to the target audience
by using the principles of advertising, public relations, sales through social service providers.
Moreover, the benefits of SMM is to apply the advantage of online marketing to maximize
the opportunity to expand their businesses.
Marketing through Social Media Marketing is widely used including Facebook
Marketing, Twitter Marketing, Instagram Marketing, and YouTube Marketing. It can be
also stated that fashion appreals and footwear are some specific products for which such type
of marketing is generally used.
Aim and objectives of this research
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.
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- To analyse the marketing mix that influence decision making via using smartphone
application.
Scope of Study
- The study is concentrated on marketing factors that affect purchasing decision of
consumer via using smartphone social application.
- The target respondents of this research were people who living in Chiang Mai
Province, Thailand.
- The date will be collected by questionnaire, 150 respondents by age between 18-30
years old. The work of other researcher and scholar will be also taken into
consideration for developing questionnaire.
Literature review
This research focused on marketing principles of consumer behaviour, major factors
influencing decision making, and consumer trust. The research is show different reason why
consumer behaviour has become a major factor that impact on the performance of the
businesses (Kotler and Keller, 2012). Moreover, consumer decision making will be discussed
in detail more about how advertising affect the emotion and motivate consumer buying
decision.
- Advertising on smartphone social application affects local consumer buying
behaviour.
- the effect of social media advertising on decision making
- Local consumer buying behaviour and decision making as per the demographic
characteristics such as age, gender, occupation and education.
- Analyse the marketing mix that influence decision making through using smartphone
application.
Methodology
According to (Bulluck, 2000), positivism is a knowledge that related or involved to
scientific and all thing are ultimately measurable. Positivism is a position that holds the
knowledge and can simply describe as the phenomena that we experience. The purpose is to
stick to what can be observed and measured.
Positivism can reflect the received view of science and represents the standard and
dominating view of science that related to our everyday life and academic culture (Suppe,
1977). (Guba & Lincoln, 1994) believe that the world is real and exists independently from
us and driven by the mechanisms and immutable natural laws.
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Barnham C (2015), pointed that quantitative model of perception is dominated our
traditional way of understanding our experience process, act, and more extensively
underpinning of scientific methodology
This study is design to be a descriptive research by using questionnaire method. After
gathering all the data, the data will be analysing by using SPSS. The target respondent is local
consumer in Chiang Mai province, Thailand who use smartphone, convenience sampling will
be use in this research base on ease of accessibility.
Population and Sample size
The target population in this research in the person who use smartphone and living in
Chiang Mai Province, Thailand. The target population has to be specific and relevant to
the research project (Zikmund, 1991).
The convenience sampling will be used in sample part based on ease of accessibility.
Furthermore, the formula will be use to calculation sample size data, with 95%
confidence level (Anderson, Sweeney, and William, 1994).
where = the sample size
z = confidential level at 95% (z = 1.96)
Q = standard deviation (Q = 0.5)
E = acceptable sample error at 5% (e= 0.5)
Therefore,
384.16
From the calculation the result of sample size was 384.16 samples which mean that the
appropriate number of sample size should be minimum at least 385 samples.
Research Instrument
The study use questionnaire to collect information from the respondents and all the
question have to be filled by respondents them self. The questionnaire is consisted of 4
parts.
Part1: Demographic characteristics
Part2: Consumer behaviour
Part3: Factor that affect purchasing decision making
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Part4: Factor that affect consumer trust of purchasing goods online
Data Collection
- Primary data
The questionnaires will be distributing to 400 respondents in Chiang Mai, Thailand
- Secondary data
Information will be focus on journal article, internet, and library source.
Data analysis
Descriptive
- The percentage will be use to analysed demogra= confidential level at 95% (z =
1.96)
- Q = standard deviation (Q = 0.5)
- E = acceptable sample error at 5% (e= 0.5phic characteristics and
consumer behaviour
- Arithmetic mean and standard deviation will be use to analyse data depending on type
of data.
Inferential
- t-test independent of sample
use to test the different mean between two group
- F-test one-way analysis of variance
One-way Analysis of Variance used for test the difference mean of more than 2
groups
- Multiple regression analysis
Use to analysed and determine the relation between dependent variable and
independent variable.
Research framework
Independent Variable
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Dependent Variable
Ethic in Research
The researcher must focus on the issues and concerning about the accurate and honest of the
answer in the research to get the information that reflect reality and not contrary to morality
and social norms. However, researcher require to focus on ethics to manage the research in
correct and appropriate way. Researcher should have responsibility their clients, respondents
and must keep it to high ethical standard to assure that both the function and information are
not going to be disrepute.
Time Plan
Dissertation has 15 weeks to complete. The research started from 15 May 2016 count as first
week and the submission date will be on the last week of August which is week 15.
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Task/Week 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Dissertation Topic
Prepare proposal
Literature Review
Research method planning
Design questionnaire
Data collection
Data analysis
Conclusion
Review the project
Submission the project
Dissertation time plan
Reference
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Anderson, David R., D.J. Sweeney, and T.A.Williams.( 2004). Essentials of Modern Business
Statistics with Microsoft Excel, 2e. South-Western, 5191 Natorp Boulevard, Mason, Ohio
45040
Barnham, C 2015, 'Quantitative and qualitative research', International Journal Of Market
Research, 57, 6, pp. 837-854, Business Source Complete, EBSCOhost, viewed 17 June 2016.
Bullock, Alan, Stephen Trombley, and Oliver Stallybrass. The Fontana Dictionary of
Modern Thought. Fontana Press, 2000.
Daat.in.th. (2016). DAAT เผยตัวเลขผู้ใช้โทรศัพท์มือถือทั่วไทยของไตรมาส 1 ปี 2558 | DAAT.
[online] Available at: http://www.daat.in.th/index.php/daat-mobile-2015/ [Accessed 31 May
2016].
Kotler, P. (2012) “Kotler on Marketing” The Free Press
Matthew Johnston (2016), How Smartphones Are Changing Advertising & Marketing
[Online] Available from:
http://www.investopedia.com/articles/personal-finance/062315/how-smartphones-are-
changing-advertising-marketing.asp [Accessed: 19 May2016].
Bedi, S. S. and Lal, A. K., 2014. Identification of Consumer Decision-making Styles of
Youth in Shopping Malls. Asia-Pacific Journal of Management Research and
Innovation. 10(3). pp.219-224.
Nuttaputch dot Com. (2015). ข้อมูลน่าสนใจของพฤติกรรมผู้ใช้ Internet ประเทศไทยประจำ าปี
2015 จาก ETDA. [online] Available at: http://www.nuttaputch.com/thailand-internet-profile-
2015-etda/ [Accessed 31 May 2016].
Suppe, F. (1977). The Structure of Scientific Theories (2. Ed.). Champaign-Urbana, IL: Illini Books
Zigmund, W.G. and d’Amico Michael 1996. Marketing. 5th ed. West Publishing Company
เอกสิทธ์ (2011), Variety is more important than price for Thailand online shoppers when
buying cross-border, [Online] Available from:
http://www.oknation.net/blog/vasit/2011/07/15/entry-1 [Accessed: 19 May2016].
Niehs.nih.gov. (2016). What is Ethics in Research & Why is it Important?. [online] Available at:
http://www.niehs.nih.gov/research/resources/bioethics/whatis/ [Accessed 9 Jun. 2016].
 In summary
 Considering the effect of social media advertising on decision making is a
contemporary and interesting idea. However the following needs to be considered
before the research can progress:
 There are too many theoretic ideas being proposed here e.g. decision making, buyer
behaviour, trust, attitude etc. You need to focus on one or two of these concepts in
much greater depth and make a case for conducting your research from a theoretic as
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well as a practical viewpoint. This may help in identifying existing scales that you can
use to develop your questionnaire.
 Given the number of adverts and information available on a smartphone it would be
useful to narrow the context of the research e.g. are consumers more inclined to be
swayed by advertising for FMCG or technology or fashion.
 Using a more specific sample may also enhance the credibility of your study e.g. there
must be evidence to suggest smartphones are used by a younger generation and
therefore the demographic details will be less important than the effect of advertising
in a particular product category.
 It is also likely that different types of advertising messages will be more effective e.g.
money off, free gifts etc.
 A more focused literature review will allow you to develop your research aims and
objectives and will support the development of a robust questionnaire.
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