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The objective of this research was to investigate consumer behavior, consumer attitudes, and the marketing mix that influence the second-hand clothes-buying decisions of female consumers in Bangkok, Thailand. Data were collected through questionnaires from a sample group of 237 persons. Statistical methods used included percentage, mean, and Likert scales. The sample group consisted of females who were mostly aged between 26- and 30-years old, who held a bachelor's degree, and who were private company employees who want to wear clothes that are reasonably priced in accordance with their average monthly income of less than THB 10,000. Among the second-hand clothes bought, trousers were the most popular item. The price per piece that consumers paid ranged from THB 101 to 300. Since secondhand clothes are inexpensive, consumers make the buying decision on the spot. They seldom buy second-hand clothes only because they have a low income. The second-hand clothing in the shops is mostly on consignment from the sellers. With regard to the attitude toward second-hand clothes, participants agreed that second-hand clothes can be bought anywhere, come in many styles and patterns, carry recognizable brand names, and have quality as high as that of new products. With regard to the marketing mix that affects the buying decision of second-hand clothes consumers, the study found that the sample group places importance on good service from sellers, cheap prices as compared to new products, convenience in buying clothes, and variety in design of clothes.
Keywords: Second-hand clothes, Thailand, Consume behavior.
INTRODUCTION
Women and beauty are inseparable; therefore, women give tremendous importance to their attires. For high income earners, buying domestic and foreign brand name clothes as well as wearing the latest fashion or even keeping abreast of fashion are easy things to do. Meanwhile, for people with limited income or people who want to save money but desire good quality fashion apparel, buying second hand clothes is considered as a good alternative. The reason is because second hand clothes are cheaper than first-hand clothing and wearers can use them more carelessly than when using the first-hand ones. Apart from that, brand name second-hand clothes look modern with new patterns, designs, and top quality. As a result, wearers feel that they are fashionable and proud of being able...