The Effects of Visual Merchandising on Consumer Buying Behavior: in Case of Uniqlo Stores in Bangkok

THE EFFECTS OF VISUAL MERCHANDISING ON CONSUMER BUYING BEHAVIOR: IN CASE OF UNIQLO STORES IN BANGKOK

NATSYNEE PHONGJARUKUPT PUNCHARAT BANDITAKHRAWONG PAKDIPRON RATTANARPUN

A PROJECT SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF BACHELOR OF BUSINESS ADMINISTRATION KING MONGKUT’S INSTITUTE OF TECHNOLOGY LADKRABANG BUSINESS SCHOOL KING MONGKUT’S INSTITUTE OF TECHNOLOGY LADKRABANG 2019

THE EFFECTS OF VISUAL MERCHANDISING ON CONSUMER BUYING BEHAVIOR: IN CASE OF UNIQLO STORES IN BANGKOK

NATSYNEE PHONGJARUKUPT PUNCHARAT BANDITAKHRAWONG PAKDIPRON RATTANARPUN

Title: The Effects of Visual Merchandising On Consumer Buying Behavior: In Case of Uniqlo Stores In Bangkok Name: Natsynee Phongjarukupt Puncharat Banditakhrawong Pakdipron Rattanarpun The Project Committee:

Chairman ______(Asst. Prof. Dr. Sorasak Tangthong)

Advior ______(Assoc. Prof. Dr. Wirat Krasachat)

Committee Member ______(Asst. Prof. Dr. Sorasak Tangthong)

______(Asst. Prof. Dr. Sudaporn Sawmong) Dean of KMITL Business School

Research Title The effects of visual merchandising on consumer buying behavior: In case of UNIQLO stores in Bangkok Student Name Miss Natsynee Phongjarukupt Miss Puncharat Banditakhrawong Miss Pakdipron Rattanarpun Student ID 59100232 59100277 59100289 Degree Bachelor of Business Administration Major Business Administration (English Program) Year 2019 Advisor Assoc. Prof. Wirat Krasachat (Ph.D.) ABSTRACT

Nowadays, the clothing industry is very popular, and it is continuously popular for many years. Due to being very popular, it causes competition at all times. Clothing brands have to rely on not only the creativity of designing a variety of clothes, follow the trend but also the ability to attract customers. There are many different strategies or techniques used, depending on the applying. "Visual Merchandising" is one of the most well-known techniques in many countries. It is a technique about the storefront, store layout, store interior, and interior displays, which can make attractiveness and create eye-catching to customers quite well. The UNIQLO brand is used as a case study because UNIQLO is popular, being interested in many people, and it also has continuously profit every year from the use of this technique. In this study, the objective is to study how much attraction of visual merchandising of UNIQLO stores in Bangkok to consumer buying behavior and to study the effects of visual merchandising on consumer buying behavior of UNIQLO in Bangkok. The sample group is the consumers who bought UNIQLO products in Bangkok which is 390 respondents. The data were collected by using a questionnaire and were analyzed by using frequency, percentage, mean and standard deviation. For data analysis, results II for hypothesis testing were analyzed by using the T-test, Chi-square test, and One-way ANOVA method. The empirical results indicated that most of the samples are female that estimated by 76.15 percent, ages between 20-30 years old that estimated by 84.36 percent, and occupation who is the student that estimated by 78.72 percent and income less than 15,000 baht that estimated by 71.54 percent. The empirical results of consumer’s opinions on visual merchandising have majority opinion levels at a more important level. In this study, sample buyers purchased 1-2 times, 768.82 baht per time, and 1295.85 baht per month. The empirical results also showed that gender, ages, occupations, and income have a relationship with consumer buying behavior. Besides, the results indicated that storefront, store layout, and store interior have a relationship with consumer buying behavior. However, interior displays do not affect consumer buying behavior. There is a conclusion that visual merchandising attracts more attention to consumers to be purchasing at UNIQLO in Bangkok. Therefore, UNIQLO should develop the window display to promote the trend of clothes each season. The timing of the area planning should also be adjusted to make it convenient for servicing the users of all ages. Providing clear details on the product labels should be done. Adjusting the color tone, or adding more color in some zones will be suitable. Thus, UNIQLO will be better to serve the needs of consumers and to maximize customer satisfaction.

Keyword: Clothing, Consumer Buying Behavior, Fashion, Fashion Industry, Visual Merchandiser and Visual Merchandising

III

ACKNOWLEDGEMENT

This special problem titled “The Effects of Visual Merchandising on Consumer Buying Behavior: in Case of UNIQLO Stores in Bangkok” can be completed with great assistance from Assoc. Prof. Wirat Krasachat (Ph.D.) of International College at King Mongkut’s Institute of Technology Ladkrabang, a special problem advisor. He guides inclusively by fixing the various defects in detail. Through this, the study is well-accomplished. Also, Asst. Prof. Sorasak Tangthong (Ph.D.), who has kindly served as a special project exam committee, suggests improving this study. Also, the study would like to greatly appreciate all the respondents for their benevolence and valuable time to willingly answer several questions. Thanks to our families and friends that always reinforce and encourage us to achieve in doing this study, including everyone who has not been mentioned here for their cooperation and assistance. Finally, we strongly hope that this study will be useful for visual merchandisers and other interested people who are willing to apply the visual merchandising technique to create a valuable business.

Natsynee Phongjarukupt Puncharat Banditakrawong Pakdipron Rattanarpun

IV TABLE OF CONTENTS Chapter Page ABSTRACT ...... I

ACKNOWLEDGEMENT ...... III

TABLE OF CONTENTS ...... IV

LIST OF TABLES ...... VI

LIST OF FIGURES ...... XII CHAPTER 1 INTRODUCTION ...... 1 1.1 Research Background ...... 3 1.2 Research Objectives ...... 3 1.3 Research Contributions ...... 3 1.4 Scope of Research ...... 3 1.5 Definition of Terms ...... 4 CHAPTER 2 LITERATURE REVIEWS ...... 5 2.1 Theory of Demographic...... 5 2.2 Theory of Visual Merchandising ...... 6 2.3 Theory of Consumer Behavior ...... 16 2.4 Related Research ...... 20 2.5 Research Conceptual Framework ...... 26 2.6 Research Hypothesis ...... 27 CHAPTER 3 RESEARCH METHODOLOGY ...... 28 3.1 Data Source ...... 28 3.2 Research Instrument ...... 29 3.3 Population and Sample ...... 30 3.4 Sampling Design ...... 30 3.5 Statistical for the Reliability of Questionnaire...... 32 3.6 Data Analysis ...... 32 3.7 Statistics Used in Data Analysis ...... 34

TABLE OF CONTENTS (CONTINUED)

Chapter Page CHAPTER 4 RESULTS AND DISCUSSIONS ...... 40 4.1 The Empirical Results of Questionnaire’s Reliability Analysis ...... 40 4.2 The Empirical Results of the Normality Test ...... 41 4.3 The Results of Demographic Data Analysis ...... 43 4.4 The Empirical Results of Consumer’s Opinion on Visual Merchandising ...... 46 4.5 The Results of Consumer Behavior on the Frequencies and Expenses ...... 53 4.6 Data Analysis Results for Hypothesis Testing...... 54 CHAPTER 5 CONCLUSIONS AND RECOMMENDATIONS ...... 115 5.1 Conclusions of Research ...... 115 5.2 Conclusions of Hypothesis Testing ...... 116 5.3 Research Recommendation...... 121 5.4 Suggestion for Future Research ...... 123 REFERENCES ...... 124 APPENDIX ...... 128 AUTHOR BIOGRAPHY ...... 132

LIST OF TABLES

Table Page Table 2.1 Summary of the related research of "Demographic” ...... 23 Table 2.2 Summary of the related research of "Elements of Visual Merchandising” ...... 24 Table 2.3 Summary of the related research of "Consumer Behavior” ...... 25 Table 3.1 Data analysis in hypothesis testing ...... 33 Table 3.2 Variance’s formula ...... 38 Table 4.1 The empirical results of the questionnaire’s reliability analysis ...... 40 Table 4.2 Consumer’s opinion on the attractiveness of the UNIQLO brand logo ...... 46 Table 4.3 Consumer’s opinion on the attractiveness of the storefront ...... 47 Table 4.4 Consumer’s opinion on storefront displays reinforce the image of the UNIQLO brand ...... 47 Table 4.5 Consumer’s opinion on checkout point adequacy ...... 48 Table 4.6 Consumer’s opinion on the convenience of using the fitting rooms ...... 48 Table 4.7 Consumer’s opinion on Space planning is easy to find products ...... 49 Table 4.8 Consumer’s opinion on the details of the clothes shown clearly on the board description ...... 49 Table 4.9 Consumer’s opinion on brightness inside the stores ...... 50 Table 4.10 Consumer’s opinion on sorting products clearly by using categories ...... 50 Table 4.11 Consumer’s opinion on the attraction of the promotional labels at the point of purchase ...... 51 Table 4.12 Consumer’s opinion on the convenience of product picking ...... 51 Table 4.13 Consumer’s opinion on the colors used in the store interior is suitable ...... 52 Table 4.14 Mean and Standard deviation of frequencies per month and expenses per time ...... 53 Table 4.15 The results of comparing gender with frequencies per month ...... 54 Table 4.16 Group sample proportions between gender and frequencies per month...... 55 Table 4.17 Estimates by Marascuilo procedure between gender and frequencies per month ...... 55 Table 4.18 The results of comparing consumer buying behavior with gender ...... 56 Table 4.19 The results of comparing frequencies per month with ages...... 57 Table 4.20 Group sample proportions between ages and frequencies per month...... 58 VII

LIST OF TABLES (CONTINUED)

Table Page Table 4.21 Estimates by Marasculio procedure between ages and frequencies per month ...... 58 Table 4.22 The results of comparing consumer buying behavior with ages ...... 60 Table 4.23 The comparing results of different ages with expenses per times by LSD method .... 61 Table 4.24 The comparing results of different ages with total expenses per month paired by LSD method ...... 62 Table 4.25 The results of comparing frequencies per month with occupations ...... 63 Table 4.26 Group sample proportions between occupations and frequencies per month ...... 64 Table 4.27 Estimates by Marascuilo procedure between occupations and frequencies of buying UNIQLO products per month ...... 64 Table 4.28 The results of comparing consumer buying behavior with occupations ...... 66 Table 4.29 The comparing results of difference occupations with expenses of buying UNIQLO products per time paired by LSD method ...... 67 Table 4.30 The comparing results of difference occupations with total expenses per month paired by LSD method ...... 68 Table 4.31 The result of comparing frequencies per month with incomes ...... 69 Table 4.32 Group sample proportions between incomes and frequencies per month ...... 70 Table 4.33 Estimates by Marascuilo procedure between incomes and frequencies per month ...... 71 Table 4.34 The results of comparing consumer buying behavior with incomes ...... 73 Table 4.35 The comparing results of different incomes with expenses of buying UNIQLO products per time paired by LSD method ...... 74 Table 4.36 The comparing results of different incomes with total expenses per month paired by LSD ...... 75 Table 4.37 The results of comparing frequencies per month with opinion levels of the attractiveness of the UNIQLO brand logo ...... 76 Table 4.38 The results of comparing consumer buying behavior with the attractiveness of the UNIQLO brand logo ...... 77

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LIST OF TABLES (CONTINUED)

Table Page Table 4.39 The comparing results of difference opinion levels of the attractiveness of the UNIQLO brand logo with expenses per time paired by LSD method ...... 78 Table 4.40 The comparing results of difference opinion levels of the attractiveness of the UNIQLO brand logo with total expenses per month paired by LSD method ...... 78 Table 4.41 The results of comparing frequencies per month with opinion levels of the attractiveness of the storefront ...... 79 Table 4.42 Group sample proportions between opinion levels of the attractiveness of the storefront and frequencies per month...... 80 Table 4.43 Estimates by Marascuilo procedure between opinion levels of the attractiveness of the storefront and frequencies per month ...... 80 Table 4.44 The results of comparing consumer buying behavior with the attractiveness of the storefront ...... 82 Table 4.45 The comparing results of difference opinion levels of the attractiveness of the storefront with expenses per time paired by LSD method ...... 83 Table 4.46 The comparing results of difference opinion levels of the attractiveness of the storefront with total expense per month paired by LSD method ...... 83 Table 4.47 The results of comparing frequencies per month with opinion levels of storefront displays reinforce the image of the UNIQLO brand ...... 84 Table 4.48 Group sample proportions between opinion levels of storefront displays reinforce the image of the UNIQLO brand and frequencies per month ...... 85 Table 4.49 Estimates by Marascuilo procedure between opinion levels of storefront displays reinforce the image of the UNIQLO brand and frequencies per month ...... 85 Table 4.50 The results of comparing consumer buying behavior with storefront displays reinforce the image of the UNIQLO brand ...... 87 Table 4.51 The comparing results of difference opinion levels of storefront displays reinforce the image of the UNIQLO brand with total expenses per month paired by LSD method ...... 88 Table 4.52 The results of comparing frequencies per month with opinion levels of checkout point adequacy ...... 89

LIST OF TABLES (CONTINUED)

Table Page Table 4.53 The results of comparing consumer buying behavior with checkout point adequacy ...... 90 Table 4.54 The comparing results of difference opinion levels of checkout point adequacy with expense per time paired by LSD method ...... 91 Table 4.55 The comparing results of difference opinion levels of checkout point adequacy with total expenses per month paired by LSD method ...... 91 Table 4.56 The results of comparing frequencies per month with opinion levels of the convenience of using the fitting rooms ...... 92 Table 4.57 The results of comparing consumer buying behavior with the convenience of using the fitting rooms ...... 93 Table 4.58 The comparing results of difference opinion levels of the convenience of using the fitting rooms with expenses per time paired by LSD method ...... 94 Table 4.59 The comparing results of difference opinion levels with total expenses per month paired by LSD method ...... 94 Table 4.60 The results of comparing frequencies per month with opinion levels of space planning is easy to find products ...... 95 Table 4.61 The results of comparing consumer buying behavior with space planning which is easy to find products ...... 96 Table 4.62 The results of comparing frequencies per month with opinion levels of details of the clothes have shown clearly on the board description ...... 97 Table 4.63 The results of comparing consumer buying behavior with details of the clothes are shown clearly on the board description ...... 98 Table 4.64 The comparing results of difference opinion levels of details of the clothes shown clearly on the broad description with expenses per time paired by LSD method ...... 99 Table 4.65 The comparing results of difference opinion levels of details of the clothes shown clearly on the broad description with total expenses per month paired by LSD method ...... 99 Table 4.66 The results of comparing frequencies per month with opinion levels of brightness inside the stores...... 100

LIST OF TABLES (CONTINUED)

Table Page Table 4.67 Group sample proportions between opinion levels of brightness inside the stores and frequencies per month ...... 101 Table 4.68 Calculation by Marasculio procedure between opinion levels of brightness inside the stores and frequencies per month ...... 101 Table 4.69 The results of comparing consumer buying behavior with the brightness inside the stores...... 103 Table 4.70 The comparing results of different opinion levels of brightness inside the stores with expenses per time paired by LSD method ...... 104 Table 4.71 The comparing results of different opinion levels of brightness inside the stores with total expenses per month paired by LSD method ...... 104 Table 4.72 The results of comparing frequencies per month with opinion levels of sorting products clearly by using categories ...... 105 Table 4.73 The results of comparing consumer buying behavior with sorting products clearly by using categories ...... 106 Table 4.74 The comparing results of different opinion levels of sorting products clearly by using categories with expenses per time paired by LSD method ...... 107 Table 4.75 The comparing results of different opinion levels of sorting products clearly by using categories with total expenses per time paired by LSD method ...... 107 Table 4.76 The results of comparing frequencies per month with opinion levels of the attraction of the promotional labels at the point of purchases ...... 109 Table 4.77 The results of comparing consumer buying behavior with the attraction of the promotional labels at the point of purchases ...... 110 Table 4.78 The results of comparing frequencies per month with opinion levels of the convenience of product picking ...... 111 Table 4.79 The results of comparing consumer buying behavior with the convenience of the product picking ...... 112 Table 4.80 The results of comparing frequencies per month with opinion levels of the colors used in the store interior ...... 113

LIST OF TABLES (CONTINUED)

Table Page Table 4.81 The results of comparing consumer buying behavior with the colors used in the store interior...... 114 Table 5.1 Summary of demographic effects ...... 118 Table 5.2 Summary of visual merchandising effects ...... 120

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LIST OF FIGURES

Figure Page Figure 1.1 Total Sales and Net Profit of UNIQLO Thailand ...... 2 Figure 2.1 Signs ...... 7 Figure 2.2 Marquee ...... 7 Figure 2.3 Entrances...... 8 Figure 2.4 Window displays ...... 8 Figure 2.5 Selling Space ...... 9 Figure 2.6 Storage Space ...... 10 Figure 2.7 Personal Space ...... 10 Figure 2.8 Customer Space ...... 11 Figure 2.9 Graphics, Signage, Color, and Sound ...... 12 Figure 2.10 Lighting...... 12 Figure 2.11 Fixures ...... 13 Figure 2.12 Architectural ...... 14 Figure 2.13 Closed ...... 14 Figure 2.14 Open ...... 15 Figure 2.15 Point of Purchases (POP) ...... 15 Figure 2.16 Store Decorations ...... 16 Figure 4.1 Box plot analysis of frequencies per month...... 41 Figure 4.2 Box plot analysis of expenses per time ...... 42 Figure 4.3 Box plot analysis of total expenses per month ...... 42 Figure 4.4 Gender of respondents ...... 43 Figure 4.5 Ages of respondents ...... 44 Figure 4.6 Occupations of respondents ...... 44 Figure 4.7 Incomes of respondents ...... 45

CHAPTER 1 INTRODUCTION

1.1 Research Background

The Thai fashion industry consists of the primary industries, which are the Textile and Clothing Industry, the Leather and Footwear industry, Gem and Jewelry Industry are the industrial group that has integrated production from the past to the present. In the past, the fashion industry had adapted in terms of production, marketing, product development, and product design to meet the consumer's needs in various countries. At the same time, consumers now have the option to search for products through a variety of channels, including traditional shopping or online shopping. At present, there is a business in the fashion industry continuously expanding and rapidly in Bangkok to respond to consumer needs. Owing to the Bangkok area have a lot of people, shopping malls, and tourist attractions lead to the fashion industry in Bangkok to play an important role (Department of Industrial Promotion, 2016). Due to the clothing industry is one of the highly competitive businesses. As a result, each of the brands that applies the strategies for creating a competitive advantage. Visual Merchandiser is a significant career as they help to deliver visual concepts to promote retails brands and also can help create effective designs for stores. Visual Merchandising has four elements, and the following selected elements will explain in this research are include Storefront, Store Layout, Store Interior, and Interior Displays (Farese and Kimbrell et al., 2010). Moreover, they exactly know what theme is perfect for the visual merchandising endeavor (Berlin School of Business and Innovation, 2019). Visual Merchandiser will apply their knowledge, whether it is art and design, fashion, and understand consumer behavior to attract the customers as much as possible. UNIQLO is a clothing company from Japan. It has locations in 21 countries and popular clothing brands in Asia, including Thailand. From 2012 to 2018, total sales of UNIQLO stores within Thailand are 1,626 million baht, 3,036 million baht, 4,513 million baht, 5,396 million baht, 6,889 million baht, 8,828 million baht, and 10,168 million baht respectively. Net profit is 221.77 million baht, 374.61 million baht, 489.57 million baht, 338.51 million baht, 760.3 million baht, 1,500 million baht, and 1,971 million baht (Department of Business Development, 2018). 2

Since UNIQLO is popular in Thailand, thus it will open the first roadside store in Thailand and ASEAN.

Figure 1.1 Total Sales and Net Profit of UNIQLO Thailand Source: Adjusted from Department of Business Development (2018) Therefore, when a customer wants to buy clothing, they will be looking for a clothing store. Some customers decide to walk into one particular store instead of another store as a consequence of visual merchandising, the customer is eye-catching (Thailand Creative and Design Center, 2016). Visual merchandising has not received enough attention in Thailand, although it necessary for the fashion industry to find some techniques that different from their competitor.

Problem Statement The research focuses on enabling people’s awareness of the importance of visual merchandising, attracting the customer, including to change the customer behavior as much as possible, therefore lead to stimulate and improve the sale volume. This study focuses on UNIQLO because it is the top three clothing brands that, in the year 2018, UNIQLO worth up to 1.5 trillion baht and also surpassed the H&M and ZARA brands (SM Magazine Online, 2019). Due to an increase in UNIQLO’s profits, how visual merchandising creating UNIQLO’s continuous profit.

1.2 Research Objectives 1. To study how much attraction of visual merchandising of UNIQLO stores in Bangkok to consumer buying behavior 2. To study the effects of visual merchandising on consumer buying behavior of UNIQLO in Bangkok.

1.3 Research Contributions 1. To recognize how much attraction of visual merchandising of UNIQLO stores in Bangkok to consumer buying behavior, to benefit all UNIQLO branches to adapt the visual merchandising techniques to increase sales, and to build on that to create value for business and other interested people. 2. To recommend how to improve to use of visual merchandising for attracting consumer buying behavior

1.4 Scope of research The research about the Effects of Visual Merchandising on Consumer Buying Behavior: In Case of UNIQLO Stores in Bangkok specifying the scope of the research as follows: 1.4.1 The variables related to the study consist of: The dependent variable is the demographics and elements of visual merchandising. Demographics include gender, ages, occupations, and income. Elements of visual merchandising, including storefront, store layout, store interior, and interior displays. The Independent variable is consumer behavior, including the frequencies of buying UNIQLO products per month and expenses of buying UNIQLO products per time. 1.4.2 Scope of population The population in the research is the consumers in Bangkok who bought UNIQLO products and services in Bangkok, which is the unknown population number. For the sample groups, the study uses convenience sampling of the consumers in Bangkok who bought UNIQLO products and services in Bangkok. The sample size is 385 people (Yamane, 1973). Still, to make the research more effective and reliable, the study increases the sample size to 390 people. 4

1.4.3 Scope of the area The research of the Effects of Visual Merchandising on Consumer Buying Behavior: In Case of UNIQLO Stores in Bangkok is research in Bangkok, which consists of 23 branches.

1.5 Definition of Terms 1. Clothing refers to a general term relating to actual human-body objects (Jha, 2014). 2. Consumer Buying Behavior refers to a process for the selection, purchase, use, and disposal by individuals and groups of products or services to meet their needs and wants (Solomon et al., 1995). 3. Fashion refers to a social process through which newly introduced styles or trends at a certain time become popular with acceptability by a broader consumer cross-section (Jha, 2014). 4. Fashion Industry refers to a concept that encompasses not only the fashion business but also the art of fashion, and not just production, but also consumption (Ciarniene and Vienazindiene, 2014). 5. Visual Merchandiser refers to a significant career as they help to deliver visual concepts to promote retails brands and also can help create effective designs for stores (Berlin School of Business and Innovation, 2019). 6. Visual Merchandising refers to all that customers see both interior and exterior, bringing a positive image of the business and the attention, interest, desire, and action of the customers (Passewitz et al., 1991).

CHAPTER 2 LITERATURE REVIEWS

This study has studied the thesis, academic articles, and related research, including internet resources about the concepts, theories, and related research, be able to indicate the conceptual framework that comprehensive and clearer. Consists of the following sequence of important points: 2.1 Theory of demographic 2.2 Theory of visual merchandising 2.3 Theory of consumer behavior 2.4 Related research 2.5 Research conceptual framework 2.6 Research hypothesis

2.1 Theory of demographic Serirat (2007) has defined that demographic characteristics use data on demography for market segmentation resulting in being effective in determining the target market and more measurable than other variables, consisting of 2.1.1 Gender Males and females tend to have differences in behaviors and attitudes. 2.1.2 Ages Different age groups resulting in different tastes by the taste of a person will change according to how the product can meet the needs of each age groups are different. 2.1.3 Occupations People who are different occupations result in a demand for different products and services.

2.1.4 Incomes Consumers with median incomes and low incomes, the market size is bigger. Consumers with high incomes, various products, and services divided into markets based on income. 6

The above concepts and theories can be demographic to divide the market and able to determine the target market. They are important factors that study and marketers like to use it as a criterion in the market share. The study uses this concept and theories to classify each type of consumer because it helps to classify the type of each consumer.

2.2 Theory of visual merchandising Mills (1995) and Diamond (2007) described visual merchandising involves to present a store and products in a way that appeals and motivates customers to buy through collaborating with the store to promote, special events, exhibit, fashion coordination and departments of merchandising to sell the products and services provided by the store. Schimp (1990) defined the role of visual merchandising in the cited of as follow: 1. Build customer knowledge of the product and provide important information on it. 2. Help customer to understand the advantages of a product and its usability. 3. Encourage consumers to purchase a brand or product-specific to them. 4. Maximize the use of the space while making the buying process as customer-friendly as possible. 5. Strengthen the retailer's communications campaign. 6. Help customers are finding, assessing, and choosing the product. The visual merchandising goal is to build a great experience when shopping and would encourage the customer to come back. To achieve the goal, there are four elements of visual merchandising are Storefront, Store Layout, Store Interior, and Interior Displays.

2.2.1. Storefront In business exterior including sign, marquee, entrances, and window displays. The storefront brand identity of the project and help the company stand out from its competitors. 1. Signs

Figure 2.1 Signs Source: Adjusted from (Ontario, 2016) Signs designed to draw attention, promote an organization, and identify the brand of a project. 2. Marquee

Figure 2.2 Marquee Source: Adjusted from (Thomson, n.d.) Marquee is a canopy of architecture over an entrance as of a theater or other building with the lighted. It is easily visible, and a business can take advantage of the advertising space.

3. Entrances

Figure 2.3 Entrances Source: Adjusted from (Israel, 2016) Typically entrances are constructed with the convenience of the customer and store safety. The typical mid-sized business has at least two of the entrances. One of them leads out of the street, and the other leads next to the car park. 4. Window displays

Figure 2.4 Window displays Source: Adjusted from (Kodchaphorn, 2015) For visual merchandising, window displays are particularly useful. Window displays will start the process, generate arousal, and attracting prospects.

2.2.2. Store Layout Vrechopoulos et al. (2004) found the layout of the store is a significant determinant influencing consumer behavior and a critical factor in-store image creation. Layouts that well- designed are highly significant as they have strong influences on traffic patterns on in-store, the atmosphere in-store, operational efficiency, and consumer buying behavior. Store layout related to how stores use floor space to make it easier for customers and promoting sales. A typical store layout divided into four spaces as follow: 1. Selling Space

Figure 2.5 Selling Space Source: Adjusted from (Johnson, 2016) Product presentations, walls and floor products, interior displays, and transactions on sale used for selling space.

2. Storage Space

Figure 2.6 Storage Space Source: Adjusted from (Morton, 2015) Storage space is a space for merchandise stored in inventory or stock rooms. 3. Personal Space

Figure 2.7 Personal Space Source: Adjusted from (Austin, n.d.) Personal space allocated for storing office space, lunch breaks, lockers, and toilets for staff.

4. Customer Space

Figure 2.8 Customer Space Source: Adjusted from (Briscoe, 2019) Customer space built to providing convenience and comfort to customers such as sofas, coffee shops, recreation for children. 2.2.3. Store Interior Kent (2003) studied the design behind a store image. This study focused on brand design with a retail environment focused on consumer buying behavior. Study results revealed that interior design and functional elements strengthen the personality of the brand and establish a positive experience. When the general location of products decided, store personnel will be able to develop visual merchandising approaches for the interior of the building. The selection of graphics, signage, color, sound, lighting, and fixtures has a powerful and impact on the customer's experience in shopping and their store image.

1. Graphics, Signage, Color, and Sound

Figure 2.9 Graphics, Signage, Color, and Sound Source: Adjusted from (Mayer, 2018) Graphics and signs help promote brands and lines of products and play a vital role in self-serve retailing. Different colors and music projects different store images. 2. Lighting

Figure 2.10 Lighting Source: Adjusted from (Mayer, 2018) Bright colors and lightweight pastels appeal to various customer types. Catering stores will prefer lighting and bright colors for teenagers. The catering store often chooses soft and pastels, the effects of subtle lighting for adults. Supper-stores prefer high-intensity discharge lighting or fluorescent, while prestigious retails may install costly chandeliers.

3. Fixtures

Figure 2.11 Fixures Source: Adjusted from (Jay, 2018) Permanent store furnishings or movable with the hold and present products, for example, tables, counters, bins, etc. 2.2.4. Interior Displays Berman and Evan (2007) described interior display provides customers with all the details that can add value to the atmosphere of the store and also offers a very important promotional role in the store. When the interior displays extremely well done, they allow consumers to select without the help of a sales clerk. Interior display separated into five types as follow:

1. Architectural

Figure 2.12 Architectural Source: Adjusted from (Bahe, n.d.) Architectural displays include model rooms allowing customers to see how the merchandise could look at home. 2. Closed

Figure 2.13 Closed Source: Adjusted from (Deng, n.d.) Closed displays do not allow customers to touch the products therefore they just see it. The products usually displayed in a glass cabinet, such as jewelry stores, where concern about breakage or security.

3. Open

Figure 2.14 Open Source: Adjusted from (Lienard, 2018) Open displays provide the customer to manage and examine products without a salesperson's help. For example, tables and groceries on the shelf, countertop, and cosmetics displays shelf. 4. Point of Purchases (POP)

Figure 2.15 Point of Purchases (POP) Source: Adjusted from (Rooney, n.d.) Point of Purchases planned for encouraging impulsive buying. It helps to support new products to effective than existing ones.

5. Store Decorations

Figure 2.16 Store Decorations Source: Adjusted from (Dowd, n.d.) Decorations in the store displayed on holidays and season. Creating a good atmosphere using signs, banners, props, and similar items.

2.3 Theory of Consumer Behavior Many consumer behaviors have defined in many similar meanings are as follows: Consumer behavior is the various actions that involve directly with the procurement to consume and purchase products and services purchase-including the decision process that happens before and after those actions (Engle, Blackwell, and Miniard. 1990, referenced in Serirat, 2007). Consumer behavior is the consumer behavior who express to find for purchasing, using, and evaluating the product and service that they expect on their consumer’ wants is to receive the satisfaction (Schiffman and Kanuk, 1991, referenced in Sereerat, 2007). Consumer behavior is the person’s action that involves directly with the procurement and using product and service also it means the decision process that has before. It contributed to determining to make those happen (Santiwong 1992, referred to in Sai Kham, 2009).

2.3.1. The concept of consumer behavior The study in consumer behavior is to make all the study become more clears, so they are many people who give the many concept or model which proposed in the following order:

2.3.1.1. Model of consumer behavior by Philip Kotler and Gary Armstrong Philip Kotler is the person who is famous in modern marketing and has determined the concept of the study in consumer behavior which divided the consideration as follow: 2.3.1.1.1. Marketing and Others Stimuli Marketing factors and other factors besides marketing are consisting of economic, political, technological, and cultural. The direct stimuli are the marketing factor, and for others, the factor is the economic situation that points out the purchasing power of the consumer. If the economy is growing and expand, the consumer will have more purchasing power. Still, if the economy is in depression, the purchasing power of consumers will be decreased, and there are different techniques also the culture that each social group is the element to stimuli the decision buying of consumers (Kuntalabut, 2009). 2.3.1.1.2. The Buyer’s Black Box Two things are involved with the black box of the buyer, including the characteristic of the buyer and the process of the buyer on making the decision. First are characteristics that make up for each human being consist of characteristics, which is the element of each of the human beings since the expression of the body to various attitudes and including the characters in the decision process of each person. These are what each human learns through social learning (Socialization) and accumulate the experience since childhood to growing up and become each of human being. All of these are the attitude of each person that has collected called “the black box,” and it will affect the response of the consumer buying decision-making process. The consumer buying decision is the final of the process. It is what product and brand- consumer decide to buy? How much is it? When to buy? How much to buy? It 18

will happen after the consumer is passing though the marketing and other stimuli process and pass through the black box combines with the attitude, and it will affect the decision buying (Kuntalabut, 2009). 2.3.1.2. The concept of consumer behavior by Gilbert D. Harrell Consumer behavior has defined by Gilbert that it is the decision process of consumers, and it is also the action on each person to find, evaluating, procure, and using many products and look at the important or the related of consumers before deciding to buy the product. It means the consumer is giving the importance of buying on many products each time may not equal sometimes, the consumer feels not interesting in a product. It is called “low involvement” sometimes consumers get various details before deciding to buy called “high involvement.” The conclusion factor that involves the decision buying of the consumer explained as: Consumer deciding to buy the product will pass through the process of involvement with a product that buys before whether it is finding the information of product, consideration details, and the process that consumer is involved with the product affected by two groups of factors. The first group is a psychological factor of each person, such as attraction, recognition, learning, and others' attitude. The second group is a social factor such as cultural, social class, and reference group and family. Buying the product in using low involvement is daily product purchases, low price, not affect too much health, and not use with technology. To make the decision is very easy, no need to searching the information more and for high involvement is purchasing the product that affects the health, high price, important product, large product, and using technology. The consumer has to consider carefully and search for the information (Kuntalabut, 2009).

2.3.2. Consumer behavior analysis Consumer behavior analysis defined to know the character of consumer buying behavior in the consumer demand by asking them, and the answer will help the marketer can analyze the marketing strategy that can respond to the appropriate satisfaction of consumers (Kolter, 1997). 19

The question to find the character of consumer behavior consists of who, what, why, who, when, where, and how ( 6Ws and 1H) . It is to find the seven answers comprised of occupants, objects, objectives, organizations, occasions, outlets, and operations (7Os) can explain as follow: 1. Who is in the target market? It is to know the character of the target market (Occupants) in demographic, economic, psychology, and behavioral science. 2. What is the consumer buy? It is to know the things that consumer wants to buy (Objects), which is the qualification or the element of the product and the differences beyond the competitor. 3. Why is the consumer buying? It is to know the reason for buying (Objectives). The consumer is buying the product to respond to the body and the psychological. 4. Who is taking the participates in the buying? It is to know that in various groups (Organizations), who is an influence in the decision buying. The various groups consist of the pioneer, buyer and user, influencer, and decision-maker. 5. When is the consumer buy? It is to know the occasion in buying of consumer (Occasions) 6. Where is the consumer buy? It is to know channel or source (Outlets) that consumers went to buy. 7. How is the consumer buy? It is to know the decision buying process (Operations), which is consists of knowing the problem, searching for the information more, evaluating the alternatives we have, decide to purchase, and the feeling after deciding to purchase. Consumer behavior theory is important for the study and has to understand them by understanding the concept and know the important factors that will influence consumer behavior because all of these is helpful to analyze purchasing product and service on consumer behavior.

2.4 Related Researches Köktürk and Hubrechts (2012) studied the impulse buying behavior of young consumers that have affected by visual merchandising. The study aims at examining the difference in visual merchandising techniques that will have the affecting of young consumer's impulse buying behavior. The study results show the two different visual merchandising techniques that have the affecting on the young consumers are consisting of product display in the store and the presentation of the shelf product. The study is helping the retailer knows which of visual merchandising which affects the younger consumer's buying behavior, and the study also has many details about a technique that will help the retailer in marketing and strategic planning. Summarize variables used in the research as follows: Elements of Visual Merchandising used in the research are store layout, store interior, and interior displays. Ellis (2018) studied the female consumer shopping behavior that has affecting by visual merchandising. The purpose of a study identifies visual merchandising affecting consumer shopping behavior of females and analyze to the female consumer in shopping about the motives and preferences within the different retail markets globally, especially the Asian. The study also aims to find the affecting of visual merchandising and examine many techniques to implement for the store to use and keep it up to compete for the competition and attract the female consumer to shopping at the store. The study has resulted in what is affected by the shopping behavior of the female consumer is the visual merchandising elements and also the store's atmosphere. It will help to promote the sale of the product and also creating the image of a brand to the customer’s mind. Summarize variables used in the research as follows: Elements of Visual Merchandising used in the research are a storefront and store interior. Consumer Behavior used in the research is the frequencies of buying and reasons for buying. Somsak ( 2016) studied factors affecting purchase decisions for IKEA products of customers in Bangkok and vicinity. The propose of the study is to survey the customers in 21

Bangkok and vicinity about the purchase decision of IKEA brand, to study the marking mix (7Ps) relationship with customers in Bangkok and vicinity about the IKEA brand, and to study the relationship of demographic and the decision to buy IKEA product by the customers who are in Bangkok and vicinity. The result of the study shows that demographic which is ages, gender, occupations, and monthly income is affecting purchasing decision, while gender and education are not affecting a purchase decision. These results can help IKEA develop and grow further in the future. Summarize variables used in the research as follows: Demographic used in the research are gender, ages, occupations, income, family status, and education level. Phochatan (2016) studied a study of key influencing factors on customer’s brand choice decisions of the fast fashion category in Bangkok, focusing on the top three brands: Zara, H&M, and UNIQLO. The purpose of the study is studying on the brand choice decision factors that will influence to the consumer, to understand what major factor is most influencing factors that impact on consumer decision and another purpose, is studying how influenced of brand equity on sale, especially focus on brand choices of the customer and the expansion on the market. The study result has shown that the consumer's age between 21- 30 years old and the brand choice decision factors that influence the customer, which they have experience directly in the fast fashion in Bangkok, is physical evidence. Summarize variables used in the research as follows: Demographics used in the research are gender, ages, occupations, and income. Mehta and Chugan ( 2014) studied the impact of visual merchandising on consumer behavior in the case of furniture outlets. The study has the purpose of studying and also analyzing which techniques on visual merchandising which affect consumer buying behavior such as window display, storefront, store layout and organization, merchandise presentation, signage, or graphics, and store environment. The study result has shown the window display, storefront, trend coordination, store layout, and organization (shelf display), and the creative style is the visual merchandising technique affecting consumer buying behavior.

Summarize variables used in the research as follows: Elements of Visual Merchandising used in the research are storefront, store layout, store interior, and interior displays. Consumer Behavior used in the research is the expenses of buying. Punchayarath ( 2016) studied how the visual merchandising in-store is affecting the generation Y on impulsive buying in the fashion industry of Bangkok. The study purpose is surveying visual merchandising that have to impact the emotional states of consumer and how emotional consumer states impacted to the impulsive buying in generation Y. The study result is the emotional states of the consumer has a relationship with the visual merchandising, the emotional states of the consumer have a relationship with the impulsive buying and visual merchandising concerning impulse buying. The study result also shows the important tool that capturing consumer attention is visual merchandising. Summarize variables used in the research as follows: Elements of Visual Merchandising used in the research are storefront and interior displays. Soomro, Kaimkhani, and Iqbal, (2017) studied the elements of visual merchandising of a retail store that has affected consumer attention. The study's purpose is to find what is getting the attention of the consumer, which is visual merchandising by focuses on store layout, store interior, color & lightning, and window display. The study result has shown that the window display, store interior, and color, and lightning has impacted the attention of the consumer. Also, the result of the study has concluding that the marketer has to focus on visual merchandising to getting the attracting from the consumer and become competitive advantages. Summarize variables used in the research as follows: Elements of Visual Merchandising used in the research are storefront, store layout, and store interior. Hefer and Cant, (2013) studied visual merchandising displays’ effect on consumers: A valuable asset or an unnecessary burden for apparel retailers. The purpose of the study is to explore consumer behavior that affects the visual merchandising in apparel retailers. The result in 23 the study has shown that the guild that helps the consumer to the product that they are seeking and making a decision is visual merchandising. Also, what influencing consumer buying behavior, as well as consumer preferences, is visual merchandising. Summarize variables used in the research as follows: Elements of Visual Merchandising used in the research are storefront, store layout, store interior, and interior displays. Consumer Behavior used in the research is the expenses of buying and reasons for buying. The study has studied and collected additional related research and compiled with the research. The study has summarized the variables that have been studied in the form of Check List for easy to understand, as shown in the table as follows:

Table 2.1 shows the demographic of related research that has studied are factors affecting purchase decisions for IKEA products of customers in Bangkok and vicinity and a study of key influencing factors on customer's brand choice decision of fast fashion category in Bangkok focusing on top three brands: Zara, H&M, and UNIQLO. The demographic characteristic that has studied is including gender, ages, occupations, and income, so the study chose demographics in the study to know the demographic characteristic of sample groups. Table 2.1 Summary of the related research of "Demographic" Demographic Names and Family Education years of studies Gender Ages Occupations Incomes status levels Somsak, 2016 ✓ ✓ ✓ ✓ ✓ ✓ Phochatan, ✓ ✓ ✓ ✓ 2016 Note: ✓means variables shown in related research

Table 2.2 shows elements of visual merchandising of related research that has studied are effects of visual merchandising on young consumers’ impulse buying behavior, the effect of visual merchandising on female consumer shopping behavior, the impact of visual merchandising 24 on consumer behavior: a study of furniture outlets, the effect of in-store visual merchandising on impulsive buying in generation Y in the fashion industry of Bangkok, effect of visual merchandising elements of a retail store on consumer attention, and visual merchandising displays’ effect on consumers: a valuable asset or an unnecessary burden for apparel retailers. The study chooses to study the elements of visual merchandising in the research consist of a storefront, store layout, store interior, and interior displays to know how much the consumer behavior is attracting to the elements of visual merchandising. Table 2.2 Summary of the related research of "Elements of Visual Merchandising." Elements of Visual Merchandising Names and years of Interior Store layout Store interior studies Storefront displays Köktürk and ✓ ✓ ✓ Hubrechts, 2012 Ellis, 2018 ✓ ✓ Mehta and Chugan, ✓ ✓ ✓ ✓ 2014 Punchayarath, 2016 ✓ ✓ Soomro, Kaimkhani, ✓ ✓ ✓ and Iqbal, 2017 Hefer and Cant, ✓ ✓ ✓ ✓ 2013 Note: ✓means variables shown in related research

Table 2.3 shows consumer behavior of related research that has studied is a research proposal: the effect of visual merchandising on female consumer shopping behavior, the impact of visual merchandising on consumer behavior: a study of furniture outlets, and visual merchandising displays’ effect on consumers: a valuable asset or an unnecessary burden for apparel retailers. The consumer behavior that they have studied include the frequencies of buying and expenses of buying, so the study chose to study consumer behavior to know what is attracting consumer behavior from the visual merchandising. 25

Table 2.3 Summary of the related research of "Consumer Behavior." Consumer Behavior Names and years of studies Frequencies of Expenses of Reasons for buying buying buying Ellis, 2018 ✓ ✓ Mehta and Chugan, 2014 ✓ Hefer and Cant, 2013 ✓ ✓ Note: ✓means variables shown in related research

2.5 Research conceptual framework

Demographic 1. Gender 2. Ages

3. Occupations Consumer behavior 4. Incomes 1. Frequencies of buying UNIQLO products per month

2. Expenses of buying Elements of visual merchandising UNIQLO products per time 1. Storefront

2. Store layout 3. Store interior 4. Interior displays

Due to the above literature reviews, this research has determined demographic, and elements of visual merchandising are consists of a storefront, store layout, store interior, and interior displays, that adapted from the research “Impact of Visual Merchandising on Consumer Behavior: A Study of Furniture Outlets” (Mehta and Chugan, 2014) and “The Effect of Visual Merchandising on Female Consumer Shopping Behavior” (Ellis, 2018) is as the independent variable and consumer behavior consists of expenses of buying and frequencies of buying is as a dependent variable. In the conceptual research, the framework determines that demographic and elements of visual merchandising correlate with both factors and consumer buying behavior.

2.6 Research Hypothesis 1. There is no relationship between gender and consumer behavior. 1.1 There is no relationship between gender and consumption frequencies. 1.2 There is no relationship between gender and consumption expenses. 2. There is no relationship between ages and consumer behavior. 2.1 There is no relationship between ages and consumption frequencies. 2.2 There is no relationship between ages and consumption expenses. 3. There is no relationship between occupations and consumer behavior. 3.1 There is no relationship between occupations and consumption frequencies. 3.2 There is no relationship between occupations and consumption expenses. 4. There is no relationship between income and consumer behavior. 4.1 There is no relationship between income and consumption frequencies. 4.2 There is no relationship between income and consumption expenses. 5. There is no relationship between storefront and consumer behavior. 5.1 There is no relationship between storefront and consumption frequencies. 5.2 There is no relationship between storefront and consumption expenses. 6. There is no relationship between store layout and consumer behavior. 6.1 There is no relationship between the store layout and consumption frequencies. 6.2 There is no relationship between store layout and consumption expenses. 7. There is no relationship between the store interior and consumer behavior. 7.1 There is no relationship between the store interior and consumption frequencies. 7.2 There is no relationship between the store interior and consumption expenses. 8. There is no relationship between interior displays and consumer behavior. 8.1 There is no relationship between interior displays and consumption frequencies. 8.2 There is no relationship between interior displays and consumption expenses.

CHAPTER 3 RESEARCH METHODOLOGY

In the study of the Effects of Visual Merchandising on Consumer Buying Behavior: In Case of UNIQLO Stores in Bangkok, the study has determined the method of as follows: 3.1 Data Source 3.2 Research Instrument 3.3 Population and Sample 3.4 Sampling Design 3.5 Statistical for the Reliability of the Questionnaire 3.6 Data Analysis 3.7 Statistics Used in Data Analysis

3.1 Data Source 3.1.1 Primary data Demographic, visual merchandising, and consumer buying behavior were collected through survey methods from the samples of 390 consumers who bought products from UNIQLO stores in Bangkok. 3.1.2 Secondary data Data that related demographic, visual merchandising, and consumer buying behavior were collected and reviewed from books research, journals, academic articles, statistical article, related research and documents, and internet resources.

3.2 Research Instruments A questionnaire as a tool for data collection that consists of 3 parts as follows: Part 1 is related to the demographic of the respondents. They are gender, ages, occupations, and average monthly incomes with a closed-ended question. The nominal scale is used for gender, occupations, ages, and average monthly incomes. Part 2 is related to the elements of visual merchandising influencing consumer buying behavior, including storefront, store layout, store interior, and interior displays. A question with multiple answers is used and responded by customers using the mark ✓ into the box that corresponds to the feelings/opinions as follows:

Score Level 5 refers to Very important 4 refers to More important 3 refers to Moderate 2 refers to Less important 1 refers to Not important The questionnaire of Part 2 has adapted from the researches titled "The Effect of In-Store Visual Merchandising on Impulsive Buying in Generation Y in Fashion Industry of Bangkok" (Punchayarath, 2016), "A Research Proposal: The Effect of Visual Merchandising on Female Consumer Shopping Behavior (Ellis, 2018), and "The Effects of Visual Merchandising on Young Consumers' Impulse Buying Behaviour" (Hubrechts, 2012). Part 3 Information about consumer buying behavior, which is an open-ended question including frequencies of buying UNIQLO products per month and expenses of buying UNIQLO products per time.

3.3 Population and Sample A population is a sample group of consumers who bought products from UNIQLO in Bangkok so we cannot know the exact number of the population Sample, this case we using the sampling methods to find a sample area and the number of samples using the formula of Taro Yamane, 1973

푍2 N = 4푒2 N = sample size Z = level of confidence according to the normal distribution (for a level of confidence of 95%, z = 1.96) e = tolerated a margin of error (proportion within 5%)

1.962 N = 4(0.05)2 = 385 Therefore, from the calculation in the formula, the size of the sample will equal 385, but the study decides to collect more five samples from reserving an error. Therefore, the sample size will be 390 respondents. 3.4 Sampling Design Step 1 Using Purposive Sampling by selecting the sample group from researching information from UNIQLO (Thailand) Company Limited (2019) which consists of 23 branches as follows: 1. UNIQLO CentralWorld 2. UNIQLO CentralPlaza Lardprao 3. UNIQLO CentralPlaza Grand Rama 9 4. UNIQLO Siam Paragon 5. UNIQLO The Mall Bangkapi 6. UNIQLO Fashion Island 7. UNIQLO CentralPlaza Rama 2 31

8. UNIQLO CentralPlaza Bangna 9. UNIQLO The Mall Bangkae 10. UNIQLO Seacon Square Srinakarin 11. UNIQLO Emquartier 12. UNIQLO CentralFestival Eastville 13. UNIQLO CentralPlaza Rama3 14. UNIQLO CentralPlaza Pinklao 15. UNIQLO Phatthanakan 16. UNIQLO Rama4 17. UNIQLO Lasalle's Avenue 18. UNIQLO Seacon Bangkae 19. UNIQLO ICONSIAM 20. UNIQLO Gateway at Bangsue 21. UNIQLO Central Embassy 22. UNIQLO RoadSide Boonthavorn Pinklao 23. UNIQLO Roadside Minburi Step 2 Using Quota sampling by dividing the number of samples size in each location to be equal 16 - 17 respondents (total sample size will be 390 samples). Step 3 Using Convenience sampling by distributing the questionnaires to those who voluntarily answer the questionnaire and will collect the sample size in a specified amount.

3.5 Statistical for the Reliability of the Questionnaire To analyze is by using Cronbach’s Alpha-Coefficient (Cronbach, 1990) to set the rating scale.

k Σs2 item α = [1 - ( 2 )] k-1 stotal

Where α = Reliability

k = Number of questions in questionnaire

2 sitem = Variability of each item 2 stotal = Variability of total questions’ score 3.6 Data Analysis This study used the method of statistical analysis by using SPSS statistical program as shown in Table 3.1 The demographic of the respondents will be analyzed and presented by using descriptive statistics presented by frequency and percentage on the pie chart. To fulfill the first objective of this study, visual merchandising techniques used by UNIQLO stores in Bangkok will be analyzed and presented by using frequency and percentage. The demographic that compares with consumer behavior, which is the frequencies of buying UNIQLO products per month and expenses of buying UNIQLO products per time, will be analyzed by using the T-test, Chi-square test, and One-way ANOVA methods. T-test method used for comparing the difference means a score of important level between two samples as genders as male and female. Chi-square test used for comparing the different proportions of an important level of more than two samples. For example, ages, occupations, and incomes. After that will use the paired comparing method by Marascuilo procedure to analyze the difference between each sample. One-way ANOVA method used for comparing difference mean score of important level more than two samples. For example, ages, occupations, and incomes. After that will use paired comparing method by Least-Significant Different method (LSD) to analyze the difference between each sample. 33

To fulfill the second objective of this study, the effects of visual merchandising on the consumer buying behavior of UNIQLO in Bangkok will be analyzed by using the Chi-square test and One-way ANOVA methods. For the Chi-square test used for different proportions of opinion levels, more than two samples, which are storefront, store layout, store interior, and interior displays. After that will use the paired comparing method by Marascuilo procedure to analyze the difference between each opinion level. The One-way ANOVA method used for different means a score of opinion levels more than two samples which are storefront, store layout, store interior, and interior displays. After that will use paired comparing method by Least-Significant Different method (LSD) to analyze the difference between each opinion level.

Table 3.1 Data analysis in hypothesis testing Hypothesis Test statistics 1. There is no relationship between gender and consumer T-test and Chi-square test behavior 2. There is no relationship between ages and consumer behavior. 3. There is no relationship between occupations and consumer Chi-square test and behavior. One-way ANOVA 4. There is no relationship between income and consumer behavior. 5. There is no relationship between storefront and consumer behavior. 6. There is no relationship between store layout and consumer behavior. Chi-square test and 7. There is no relationship between the store interior and One-way ANOVA consumer behavior. 8. There is no relationship between interior displays and consumer behavior. 34

3.7 Statistics Used in Data Analysis 3.7.1 Descriptive Statistics It is a statistic used to describe the characteristics of the sample group to explain demographics variables, which are gender, ages, occupations, and average monthly incomes. It used to describe the visual merchandising, including storefront, store layout, store interior, and interior displays and the consumer buying behavior of the respondents, including the frequencies of buying UNIQLO products per month and expenses of buying UNIQLO products per time. 3.7.1.1 The Percentage formula is given as,

Value × 100 Percentage = Total Value

3.7.1.2 Central tendency (Mean) formula is given as,

∑ x X̅ = n Where X̅ is Mean ∑ x is the sum of all the observations in a given dataset n is the number of observations

3.7.1.3 Standard Deviation (S.D.) formula is given as,

(x-x)̅ 2 S.D. = √ n-1 Where S.D. is Standard deviation x is dataset x ̅ is the mean (or average) n is the number of observations

3.7.2 Inference Statistics It is a statistic used to analyze data in hypothesis testing and find the relationship between the variables as follows: 3.7.2.1 T-test The T-test is used to compare the means of two unrelated groups of samples which is used to test the differences in demographics that are gender and consumer buying behavior using Independent Sample T-test formula is given as, (Siljaru, 2007)

1 2 In the case of the variance is not different or equal S1 = S2

X̅ -X̅ t = 1 2 2 1 1 √Sp( + ) n1 n2

The degrees of freedom (df) used in this test is df = n1+n2-2

Where t is t test statistic value

X̅1 − X̅2 are the means of group 1 and 2 2 Sp is an estimator of the common variance of the two samples n1, n2 are the sizes of group 1 and 2

1 2 In the case of the variance is different or not equal S1 ≠ S2

X̅ -X̅ t = 1 2 푆2 푆2 √( 1 + 2 ) n1 n2

S2 S2 [ 1+ 2] n1 n2 The degrees of freedom (df) used in this test is: 2 2 2 2 S1 S2 (n ) (n ) 1 + 2 n1-1 n2-1

Where t is t-test statistic value

X̅1 − X̅2 are the means of group 1 and 2 2 Sp is an estimator of the common variance of the two samples n1, n2 are the sizes of group 1 and 2

3.7.2.2 The Chi-square test A Chi-square test is used to compare more than two independent populations. If found to be different within the group will test which paired by Marascuilo procedure by testing the demographics, which are ages, occupations, average monthly incomes, and consumer behavior, which are the frequencies of buying UNIQLO products per month. Chi-square formula is given as (Levine et al., 2008). To test the null hypothesis that there are no differences among the 푐 population proportions:

H0: 휋1= 휋2= … = 휋푐 Against the alternative that not all the 푐 population proportions are equal:

H1: Not all 휋푗are equal (where 푗= 1, 2,…, 푐) Formula as:

(푓 − 푓 )2 푥2 = ∑ 표 푒 푓푒 푎푙푙 푐푒푙푙푠

Where 푓표 = observed frequency in a particular cell of a 2  푐

푓푒 = expected frequency in a particular cell if the null hypothesis is true Degree of freedom = (2 – 1)(푐 – 1) = 푐 – 1

Using the level of significance α, reject the null hypothesis if the computed 푥2 a test statistic is 2 greater than 푥푈, the upper-tail critical value from a Chi-square distribution having 푐 – 1 degree of freedom. Therefore, the decisions rule is

2 2 Reject H0 if 푥 > 푥푈;

Otherwise, do not reject H0 37

3.7.2.3. Marascuilo procedure Marascuilo procedure is used to compute the comparisons between all pairs of groups. The formula to compute the corresponding critical ranges for the Marascuilo procedure (Levine et al., 2008).

2 푝푗(1−푝푗) 푝푖(1−푝푖) Critical range = √푥푈 √ + 푛푗 푛푖

Where pi = Proportion of items of interest in group i

pj = Proportion of items of interest in group j

ni = sample size in group i

nj = sample size in group j

To compute a different critical range for each pairwise comparison of sample proportions, it needs to compare each of the 푐(푐 – 1) /2 pairs of sample proportions against its corresponding critical range. It declares a specific pair significantly different if the absolute difference in the sample proportions |푝푖 − 푝푗| is greater than its critical range.

3.7.2.4 The one-way analysis of variance (ANOVA) The one-way analysis of variance (ANOVA) is used to determine whether there are any statistically significant differences between the means of two or more independent (unrelated) groups and if found to be different within the group will test which paired by Least Significant Difference (LSD) method by testing the demographics which are ages, occupations, average monthly incomes and consumer behavior which are expenses of buying UNIQLO products per time and total expenses per month. One-way ANOVA formula is given as, (Levine et al., 2008)

Statistical Hypothesis H0:μ1 = μ2 = … = μk

H1:μ1≠μk, when i ≠ j;i,j = 1,2, … , k Or H0 : The mean between the k groups are not different. H1 : The mean population of at least two different populations. 38

The formula is given as:

MS F = B MSW Where MSB is Mean Square Between-Groups MSW is Mean Square Within-Groups MSB and MSW Can be calculated from the following formula:

Table 3.2 Variance’s formula Source of Variation Df Sum Square Mean Square F k Between Group 2 2 Tj T SSb MSb k – 1 SSb= ∑ - MSb = F = nj n k-1 MSW j=1 SS푊 Within Group n – k SS = SS -SS MS = w T b 푊 n-k k k Total T2 n – 1 SS = ∑ ∑ X2 - T V n j=1 j=1

Where Tj is the Sum of n in each sample group k nj 2 ∑j=1 ∑i=1 xij is The sum of the scores for each squared in every samples nj is Number of scores in each sample k is Number of sample size N is total scores T is Sum of total scores T2 is Sum of total scores squared Significant level at ∝

1. Fcalculate < Ftable at df = (k-1), (n-k) or SPSS program gives P-Value mean the average

(Mean) of at least two populations different in at least two significant differences. (Reject "H0")

2. Fcalculate > Ftable at df = (k-1), (n-k) or SPSS program gives P-Value mean the average

(Mean) of population not differences. (Accept "H1")

When reject "H0" (accept "H1"), it means that at least 2 different populations. Therefore, it must continue to test that any pairs are unequal, known as Multiple Comparison (Vanichbancha et al., 2015). The statistic used to compare of this study is 39

3.7.2.5. LSD (Least-Significant Different) LSD (Least-Significant Different) is used to compute the smallest significant difference between two means as if these means had been the only means to be compared. The formula for the least significant difference (Levine et al., 2008).

∝ 1 1 LSD = t1- ;n-k√MS√ + 2 n1 nj

∝ 2MS If n1= nj , LSD = t1- ; n-k√ 2 ni

Where LSD is Least-significance Different MS is Mean square of One-way ANOVA

ni is Sample sizes of ni nj is a sample size of nj

Calculate the different between Mean of |Xi - Xj| and used |Xi - Xj| to compare with LSD method

If |Xi - Xj| > LSD mean μi ≠ μj or Sig < ∝

If |Xi - Xj| ≤ LSD mean μi = μj or Sig > ∝

CHAPTER 4 EMPIRICAL RESULTS

In this chapter, the study collected data by using questionnaires from people who bought products from UNIQLO stores in Bangkok. The study would like to present the results of the data analysis as follows: 4.1 The Empirical Results of the Questionnaire’s Reliability Analysis 4.2 The Empirical Results of the Normality Test 4.3 The Empirical Results of Demographic Data Analysis 4.4 The Empirical Results of Consumer’s Opinion on Visual Merchandising 4.5 The Empirical Results of Consumer Buying Behavior on the Frequencies and Expenses 4.6 Data Analysis Results For Hypothesis Testing

4.1 The Empirical Results of the Questionnaire’s Reliability Analysis According to Table 4.1, the reliability of the questionnaire tested by used the formula for alpha coefficient (α- Coefficient) with the method of Cronbach by determining the confidence (α) over 0.70 and the results of Cronbach’s alpha value of all questions is 0.856

Table 4.1 The empirical results of the questionnaire’s reliability analysis Elements of visual merchandising Cronbach’ Alpha

Storefront 0.733

Store layout 0.891

Store interior 0.831

Interior displays 0.734

Total Cronbach’ Alpha value of the questionnaire 0.856

4.2 The Empirical Results of the Normality Test Figure 4.1 shown the box plot analysis of the dependent variable, which is the frequencies of buying UNIQLO products per month, does not have a normal distribution. Therefore, data analysis for hypothesis testing would use a nonparametric approach that is a Chi- square test instead of the One-way ANOVA method to compare the results between demographic variables, elements of visual merchandising, and frequencies of buying UNIQLO products per month. This is because of the condition of using the One-way ANOVA method, the data analysis must have a normal distribution. (Porrawatpreyakorn, n.d.)

Figure 4.1 Box plot analysis of frequencies per month Source: from surveyed data According to Figures 4.2 and 4.3 shown that the box plot analysis of dependent variables, which are expenses of buying UNIQLO products per time, and total expenses per month is skewed. However, it has a normal distribution. Therefore, data analysis for hypothesis testing would use a parametric approach is the One-way ANOVA method to comparing the results between demographic variables, elements of visual merchandising, expenses of buying UNIQLO products per time, and total expenses per month. 42

Figure 4.2 Box plot analysis of expenses per time Source: from surveyed data

Figure 4.3 Box plot analysis of total expenses per month Source: from surveyed data

To get rid of the complexity of hypothesis testing, this study changed form 5 levels of the Likert’s Scale to 3 levels of the Likert’s Scale levels as follows (Srisatidnarakul, 2002):

Score Level 3 refers to More important 2 refers to Moderate 1 refers to Less important

4.3 The Results of Demographic Data Analysis The sample size of research is 390 respondents, who bought products from UNIQLO stores in Bangkok as shown in Figure 4.4, the majority gender of respondents are 297 females (or 76.15 percent of total respondents) and 93 males (or 23.85 percent of total respondents).

23.85%

Male Female

76.15%

Figure 4.4 Gender of respondents Source: from surveyed data

According to Figure 4.5, the majority age of respondents are 329 respondents who age between 20 – 30 years old (or 84.36 percent of total respondents), the second is 46 respondents who age less than 20 years old (or 11.79 percent of total respondents), the third is 8 respondents who age over 40 years old (or 2.05 percent of total respondents) and lastly is 7 respondents who age between 31 – 40 years old (or 1.80 percent of total respondents). 44

1.80% 2.05% 11.79%

Less than 20 years old 20 - 30 years old 31 - 40 years old older than 40 years old

84.36%

Figure 4.5 Ages of respondents Source: from surveyed data

According to Figure 4.6, the majority occupation of respondents are 307 respondents who are a student (or 78.72 percent of total respondents), the second is 63 respondents who are government officers/company employees (or 16.15 percent of total respondents), and lastly is 20 self-employed respondents/merchant/other occupations (or 5.13 percent of total respondents).

5.13% Student 16.15%

Government officers/Company employees Self- employed/Merchant/etc. 78.72%

Figure 4.6 Occupations of respondents Source: from surveyed data

According to Figure 4.7, the majority income of respondents are 279 respondents who have income less than 15,000 baht (or 71.54 percent of total respondents), the second is 76 respondents who have income between 15,000 – 25,000 baht (or 19.49 percent of total respondents), the third is 18 respondents who have income more than 45,000 baht (or 4.61 percent of total respondents), the forth is 9 respondents who have income between 25,001 – 35,000 baht (or 2.31 percent of total respondents) and lastly is 8 respondents who have income between 35,001 – 45,000 baht (or 2.05 percent of total respondents).

2.05% 4.61% 2.31%

19.49% less than 15,000 baht 15,000 - 25,000 baht 25,001 - 35,000 baht 35,001 - 45,000 baht more than 45,000 baht 71.54%

Figure 4.7 Incomes of respondents Source: from surveyed data

4.4 The Empirical Results of Consumer’s Opinion on Visual Merchandising The sample size of research is 390 respondents, who bought products from UNIQLO stores in Bangkok with visual merchandising which are storefront, store layout, store interior, and interior displays as shown in Figures 4.2 – 4.13

4.4.1 Storefront: the attractiveness of the UNIQLO brand logo According to Table 4.2, the majority of respondents are 326 respondents who have opinion levels at more important (or 83.60 percent of total respondents), the second is 54 respondents who have opinion levels at moderate (or 13.80 percent of total respondents) and lastly is 10 respondents who have opinion levels at less important (or 2.60 percent of total respondents).

Table 4.2 Consumer’s opinion on the attractiveness of the UNIQLO brand logo The attractiveness of the Cumulative Cumulative Frequencies Percent UNIQLO brand logo Frequencies Percent Less important 10 10 2.60 2.60 Moderate 54 64 13.80 16.40 More important 326 390 83.60 100.00 Total 390 100.00 Source: calculated from surveyed data

4.4.2 Storefront: the attractiveness of the storefront According to Table 4.3, the majority of respondents are 264 respondents who have opinion levels at more important (or 67.70 percent of total respondents), the second is 95 respondents who have opinion levels at less important (or 24.40 percent of total respondents) and lastly is 31 respondents who have opinion levels at moderate (or 7.90 percent of total respondents).

Table 4.3 Consumer’s opinion on the attractiveness of the storefront The attractiveness of the Cumulative Cumulative Frequencies Percent storefront. Frequencies Percent Less important 95 95 24.40 24.40 Moderate 31 126 7.90 32.30 More important 264 390 67.70 100.00 Total 390 100.00 Source: calculated from surveyed data

4.4.3 Storefront: Storefront displays reinforce the image of the UNIQLO brand. According to Table 4.4, the majority of respondents are 339 respondents who have opinion levels at more important (or 86.90 percent of total respondents), the second is 44 respondents who have opinion levels at moderate (or 11.30 percent of total respondents) and lastly is 7 respondents who have opinion levels at less important (or 1.80 percent of total respondents)

Table 4.4 Consumer’s opinion on storefront displays reinforce the image of the UNIQLO brand Storefront displays reinforce the Cumulative Cumulative Frequencies Percent image of the UNIQLO brand. Frequencies Percent Less important 7 7 1.80 1.80 Moderate 44 51 11.30 13.10 More important 339 390 86.90 100.00 Total 390 100.00 Source: calculated from surveyed data

4.4.4 Store layout: checkout point adequacy According to Table 4.5, the majority of respondents are 312 respondents who have opinion levels at more important (or 80.00 percent of total respondents), the second is 66 respondents who have opinion levels at moderate (or 16.90 percent of total respondents) and lastly is 12 respondents who have opinion levels at less important (or 3.10 percent of total respondents).

Table 4.5 Consumer’s opinion on checkout point adequacy Cumulative Cumulative Checkout point adequacy Frequencies Percent Frequencies Percent Less important 12 12 3.10 3.10 Moderate 66 78 16.90 20.00 More important 312 390 80.00 100.00 Total 390 100.00 Source: calculated from surveyed data

4.4.5 Store layout: the convenience of using the fitting room According to Table 4.6, the majority of respondents are 327 respondents who have opinion levels at more important (or 83.80 percent of total respondents), the second is 52 respondents who have opinion levels at moderate (or 13.40 percent of total respondents) and lastly is 11 respondents who have opinion levels at less important (or 2.80 percent of total respondents).

Table 4.6 Consumer’s opinion on the convenience of using the fitting room The convenience of using the Cumulative Cumulative Frequencies Percent fitting room Frequencies Percent Less important 11 11 2.80 2.80 Moderate 52 63 13.40 16.20 More important 327 390 83.80 100.00 Total 390 100.00 Source: calculated from surveyed data 49

4.4.6 Store layout: Space planning is easy to find products According to Table 4.7, the majority of respondents are 281 respondents who have opinion levels at more important (or 72.10 percent of total respondents), the second is 87 respondents who have opinion levels at moderate (or 22.30 percent of total respondents) and lastly is 22 respondents who have opinion levels at less important (or 5.60 percent of total respondents).

Table 4.7 Consumer’s opinion on Space planning is easy to find products Space planning is easy Cumulative Cumulative Frequencies Percent to find products Frequencies Percent Less important 22 22 5.60 5.60 Moderate 87 109 22.30 27.90 More important 281 390 72.10 100.00 Total 390 100.00 Source: calculated from surveyed data

4.4.7 Store interior: details of the clothes shown clearly on the board description According to Table 4.8, the majority of respondents are 383 respondents who have opinion levels at more important (or 98.20 percent of total respondents), the second is 4 respondents who have opinion levels at less important (or 1.00 percent of total respondents) and lastly is 3 respondents who have opinion levels at moderate (or 0.80 percent of total respondents).

Table 4.8 Consumer’s opinion on the details of the clothes shown clearly on the board description Details of the clothes Cumulative Cumulative shown clearly on Frequencies Percent Frequencies Percent the board description Less important 4 4 1.00 1.00 Moderate 3 7 0.80 1.80 More important 383 390 98.20 100.00 Total 390 100.00 Source: calculated from surveyed data 50

4.4.8 Store interior: brightness inside the stores According to Table 4.9, the majority of respondents are 383 respondents who have opinion levels at more important (or 98.20 percent of total respondents), the second is 5 respondents who have opinion levels at moderate (or 1.30 percent of total respondents) and lastly is 2 respondents who have opinion levels at less important (or 0.50 percent of total respondents). Table 4.9 Consumer’s opinion on brightness inside the stores Cumulative Cumulative Brightness inside the stores Frequencies Percent Frequencies Percent Less important 2 2 0.50 0.50 Moderate 5 7 1.30 1.80 More important 383 390 98.20 100.00 Total 390 100.00 Source: calculated from surveyed data

4.4.9 Store interior: sorting products clearly by using categories According to Table 4.10, the majority of respondents are 374 respondents who have opinion levels at less important (or 95.90 percent of total respondents), the second is 14 respondents who have opinion levels at more important (or 3.60 percent of total respondents) and lastly is 2 respondents who have opinion levels at moderate (or 0.50 percent of total respondents).

Table 4.10 Consumer’s opinion on sorting products clearly by using categories Sorting products clearly Cumulative Cumulative Frequencies Percent by using categories Frequencies Percent Less important 374 374 95.90 95.90 Moderate 2 376 0.50 96.40 More important 14 390 3.60 100.00 Total 390 100.00 Source: calculated from surveyed data

4.4.10 Interior displays: the attraction of the promotional labels at the point of purchases According to Table 4.11, the majority of respondents are 325 respondents who have opinion levels at more important (or 83.30 percent of total respondents), the second is 58 respondents who have opinion levels at moderate (or 14.90 percent of total respondents) and lastly is 7 respondents who have opinion levels at less important (or 1.80 percent of total respondents). Table 4.11 Consumer’s opinion on the attraction of the promotional labels at the point of purchases The attraction of the Cumulative Cumulative promotional labels at Frequencies Percent Frequencies Percent the point of purchases Less important 7 7 1.80 1.80 Moderate 58 65 14.90 16.70 More important 325 390 83.30 100.00 Total 390 100.00 Source: calculated from surveyed data

4.4.11 Interior displays: the convenience of product picking According to Table 4.12, the majority of respondents are 346 respondents who have opinion levels at more important (or 88.70 percent of total respondents), the second is 36 respondents who have opinion levels at moderate (or 9.20 percent of total respondents) and lastly is 8 respondents who have opinion levels at less important (or 2.10 percent of total respondents). Table 4.12 Consumer’s opinion on the convenience of product picking The convenience of Cumulative Cumulative Frequencies Percent product picking Frequencies Percent Less important 8 8 2.10 2.10 Moderate 36 44 9.20 11.30 More important 346 390 88.70 100.00 Total 390 100.00 Source: calculated from surveyed data 52

4.4.12 Interior displays: the colors used in the store interior are suitable According to Table 4.13, the majority of respondents are 353 respondents who have opinion levels at more important (or 90.50 percent of total respondents), the second is 32 respondents who have opinion levels at moderate (or 8.20 percent of total respondents) and lastly is 5 respondents who have opinion levels at less important (or 1.30 percent of total respondents). Table 4.13 Consumer’s opinion on the colors used in the store interior is suitable The colors used in the store Cumulative Cumulative Frequencies Percent interior are suitable Frequencies Percent Less important 5 5 1.30 1.30 Moderate 32 37 8.20 9.50 More important 353 390 90.50 100.00 Total 390 100.00 Source: calculated from surveyed data

4.5 The Results of Consumer Behavior on the Frequencies Per Month and Expenses Per Time The results of data analysis of consumer buying behavior including the frequencies of buying UNIQLO products per month and expenses of buying UNIQLO products per time are presented by using mean (x̅) and standard deviation (S.D.). The empirical results indicated that the frequencies of buying UNIQLO products per month were 1-2 times with a standard deviation of 0.72 times. The averaged expenses of buying UNIQLO products per time was 768.82 baht and its standard deviation was 203.40 baht The averaged total expenses per month of customer who bought UNIQLO products in Bangkok was 1295.85 baht per month, and its standard deviation was 687.10 baht per month.

Table 4.14 Mean and Standard deviation of frequencies per month and expenses per time Consumer buying behavior x̅ S.D. Minimum Maximum Frequencies per month 1.67 0.72 1.00 3.00 Expenses per time 768.82 203.40 500.00 1400.00 Total expenses per month 1295.85 687.10 500.00 3330.00 Source: calculated from surveyed data

4.6 Data Analysis Results for Hypothesis Testing 4.6.1 The results of comparing consumer buying behavior with genders of respondents by using Chi-square and T-Test method The results of the analysis are presented with the description as shown in Tables 4.15 – 4.18 According to Table 4.15, the empirical results of frequencies of buying UNIQLO products per month indicated that the majority respondents who are male have 3 times per month and female have 1 time per month and from using Chi-square test, it is shown that the respondents who have different gender have different frequencies of buying UNIQLO products per month by having statistical significance level at 0.05. Therefore, to test the differences gender in paired by Marascuilo procedure. The comparison results are shown in Tables 4.16 – 4.17

Table 4.15 The results of comparing gender with frequencies per month Frequencies of buying UNIQLO products per month Gender One time Two times Three times Count 30 30 33 Male Percent 7.69 7.69 8.46 Count 150 115 32 Female Percent 38.46 29.49 8.21 Count 187 145 58 Total Percent 46.15 37.18 16.67 X2 = 16.553,df = 2,P-value = 0.000* Note: *have a statistical significance level at 0.05

Table 4.16 Group sample proportions between gender and frequencies per month

Proportions Frequencies of buying UNIQLO products per month Gender (Pi) One time Two times Three times

P1 Male 0.3226 0.3226 0.3548

P2 Female 0.5051 0.3872 0.1077

According to Table 4.17, the results have shown that at the frequencies at three times per month, males and females have the differences in the frequencies of buying UNIQLO products per month by having absolute differences at 0.2471 is higher than the critical range at 0.2147. However, males and females do not have differences in frequencies at one time and two times per month.

Table 4.17 Estimates by Marascuilo procedure between gender and frequencies per month Proportions Absolute Differences Critical Range Significance

The frequencies at one time per month

|P1 – P2| 0.1825 0.2298 No

The frequencies at two times per month

|P1 – P2| 0.0646 0.2283 No

The frequencies at three times per month

|P1 – P2| 0.2471 0.2147 Yes

According to Table 4.18, the empirical results of expenses of buying UNIQLO products per time and total expenses per month indicated that the 390 respondents who are different gender have different expenses of buying UNIQLO products per time and total expenses per month by using the T-test method and have statistical significance level at 0.05.

Table 4.18 The results of comparing consumer buying behavior with gender Consumer Gender N x̅ S.D. T-test sig buying behavior Male 93 795.74 232.87 Expenses 4.249 0.040* Female 297 760.38 192.91

Total expenses Male 93 1536.24 860.91 30.871 0.000* per month Female 297 1220.57 605.17 Note: *have a statistical significance level at 0.05

From the empirical results comparing with gender and consumer behavior that accordance with the theory of demographic (Serirat, 2007) defined that gender includes females, and males tend to have differences in attitudes and behaviors. Therefore, male and female have different consumer behavior might cause attitudes and other personalities.

4.6.2 The results of comparing consumer buying behavior with ages of respondents by using Chi-square test and One-way ANOVA method The results of the analysis are presented with the description as shown in Tables 4.19 – 4.24 According to Table 4.19, the empirical results of frequencies of buying UNIQLO products per month indicated that the majority respondents who are age less than 20 years old and age between 20 – 30 years old have 1 time per month and age between 31 – 40 years old and age over 40 years old have 3 times per month and from using Chi-square test, it is shown that the respondents who have different ages have different frequencies of buying UNIQLO products per month by having statistical significance level at 0.05. Therefore, to test the differences ages in paired by Marascuilo procedure. The comparison results are shown in Tables 4.20 – 4.21

Table 4.19 The results of comparing frequencies per month with ages Frequencies of buying UNIQLO products per month Ages One time Two times Three times Less than 20 Count 22 16 8 years old Percent 5.64 4.10 2.05 20 – 30 Count 163 125 41 years old Percent 41.79 32.05 10.51 31 – 40 Count 1 1 5 years old Percent 0.26 0.26 1.28 Older than 40 Count 1 3 4 years old Percent 0.26 0.77 1.03 Count 187 145 58 Total Percent 47.95 37.18 14.87 X2= 28.217,df = 6,P-value = 0.000* Note: *have a statistical significance level at 0.05

Table 4.20 Group sample proportions between ages and frequencies per month

Proportions Frequencies of buying UNIQLO products per month Ages (Pi) One time Two times Three times

P1 Less than 20 years old 0.4783 0.3478 0.1739

P2 20 – 30 years old 0.4954 0.3799 0.1246

P3 31 – 40 years old 0.1429 0.1429 0.7143

P4 Older than 40 years old 0.1250 0.3750 0.5000

According to Table 4.21, the results have shown that at the frequencies at one to three times per month, different ages do not have a difference in the frequencies of buying UNIQLO products per month. However, the overall results indicated that different ages have differences in the frequencies of buying UNIQLO products per month.

Table 4.21 Estimates by Marascuilo procedure between ages and frequencies per month Proportions Absolute Differences Critical Range Significance

The frequencies at one time per month

|P1 – P2| 0.0172 0.4177 No

|P1 – P3| 0.3354 0.8041 No

|P1 – P4| 0.3533 0.7341 No

|P2 – P3| 0.3526 0.7177 No

|P2 – P4| 0.3704 0.6381 No

|P3 – P4| 0.0179 0.9377 No

Table 4.21 Estimates by Marascuilo procedure between ages and frequencies per month (Continued) Proportions Absolute Differences Critical Range Significance

The frequencies at two times per month

|P1 – P2| 0.0321 0.3992 No

|P1 – P3| 0.2050 0.7954 No

|P1 – P4| 0.0272 0.9828 No

|P2 – P3| 0.2371 0.7168 No

|P2 – P4| 0.0049 0.9203 No

|P3 – P4| 0.2321 1.1490 No

The frequencies at three times per month

|P1 – P2| 0.0493 0.3122 No

|P1 – P3| 0.5404 0.9543 No

|P1 – P4| 0.3261 0.9848 No

|P2 – P3| 0.5897 0.9121 No

|P2 – P4| 0.3754 0.9440 No

|P3 – P4| 0.2143 1.3055 No

According to Table 4.22, the empirical results of expenses of buying UNIQLO products per time and total expenses per month indicated that the 390 respondents who are different ages have different expenses of buying UNIQLO products per time and total expenses per month by using One-way ANOVA method and it has statistical significance level at 0.05.

Table 4.22 The results of comparing consumer buying behavior with ages Consumer buying Ages N x̅ S.D. F-value sig behavior Less than 20 46 664.02 156.11 years old 20 – 30 329 773.03 200.49 years old Expenses 11.400 0.000* 31 – 40 7 1029.43 91.47 years old Older than 40 8 969.88 254.09 years old Less than 20 46 1105.33 505.36 years old 20 – 30 Total 329 1267.86 648.63 years old expenses 19.154 0.000* 31 – 40 per month 7 2654.43 811.17 years old Older than 40 8 2353.50 957.12 years old Note: *have a statistical significance level at 0.05

Therefore, to test the differences ages in paired by Least Significant Different (LSD) method. The comparison results are shown in Tables 4.23 – 4.24 According to Table 4.23, the comparing results of different ages with expenses of buying UNIQLO products per time found that there are five pairs of results which are consumers who are age less than 20 years old have different expenses of buying UNIQLO products per time from consumers who are age between 20 – 30 years old. consumers who are age less than 20 years old 61 have different expenses of buying UNIQLO products per time from consumers who are age between 31 – 40 years old. consumers who are age less than 20 years old have different expenses of buying UNIQLO products per time from consumers who are age older than 40 years old. consumers who are age between 20 – 30 years old have different expenses of buying UNIQLO products per time from consumers who are age between 31 – 40 years old and consumers who are age between 20 – 30 years old have different expenses of buying UNIQLO products per time from consumers who are age older than 40 years old.

Table 4.23 The comparing results of different ages with expenses per time paired by the LSD method Average LSD’s Results Ages Expenses Less than 20 20 – 30 31 – 40 Older than per time years old years old years old 40 years old Less than 20 years old 664.02 - 0.000* 0.000* 0.000* 20 – 30 years old 773.03 - - 0.001* 0.005* 31 – 40 years old 1029.43 - - - 0.557 Older than 40 years old 969.88 - - - - Note: *have a statistical significance level at 0.05

According to Table 4.24, the comparing results of different ages with total expenses per month found that there are four pairs of results which are consumers who are age less than 20 years old have different total expenses per month from consumers who are age between 31 – 40 years old. consumers who are age less than 20 years old have different total expenses per month from consumers who are age older than 40 years old. consumers who are age between 20 – 30 years old have different total expenses per month from consumers who are age between 31 – 40 years old and consumers who are age between 20 – 30 years old have different total expenses per month from consumers who are age older than 40 years old.

Table 4.24 The comparing results of different ages with total expenses per month paired by the LSD method Average LSD’s Results total Ages expenses Less than 20 – 30 31 – 40 Older than 40 per month 20 years old years old years old years old Less than 20 years old 1105.33 - 0.109 0.000* 0.000* 20 – 30 years old 1267.86 - - 0.000* 0.000* 31 – 40 years old 2654.43 - - - 0.367 Older than 40 years old 2353.50 - - - - Note: *have a statistical significance level at 0.05 From the empirical results of comparing ages and consumer behavior that accordance with a study of ages difference: Factors affecting purchase decisions for IKEA products of customers in Bangkok and vicinity (Somsak, 2016) show that different ages affect the purchasing decisions for IKEA products differently because the different ages can make a difference in information perception, and each period of age may have different product requirements. Therefore, different period of age can lead to different consumer behavior because each period can receive any details differently.

4.6.3 The results of comparing consumer buying behavior with occupations of respondents by using Chi-square test and One-way ANOVA method The results of the analysis are presented with the description as shown in Tables 4.25 – 4.30 According to Table 4.25, the empirical results of frequencies of buying UNIQLO products per month indicated that the majority respondents who are student have one time per month and government officers/company employees and self-employed/merchant/other occupations have two times per month and from using Chi-square test, it is shown that the respondents who have different occupations have different frequencies of buying UNIQLO products per month by having statistical significance level at 0.05. Therefore, to test the differences occupations in paired by Marascuilo procedure. The comparison results are shown in Tables 4.26 – 4.27

Table 4.25 The results of comparing frequencies per month with occupations Frequencies of buying UNIQLO products per month Occupations One time Two times Three times Count 164 108 35 Student Percent 42.05 27.69 8.97 Government Count 16 27 20 officers/Company employees Percent 4.10 6.92 5.13 Self-employed/ Count 7 10 3 Merchant/Etc. Percent 1.80 2.57 0.77 Count 187 145 58 Total Percent 47.95 37.18 14.87 X2 = 25.609, df = 4, P-value = 0.000* Note: *have a statistical significance level at 0.05

Table 4.26 Group sample proportions between occupations and frequencies per month

Proportions Frequencies of buying UNIQLO products per month Occupations (Pi) One time Two times Three times

P1 Student 0.5342 0.3518 0.1140 Government officers/ P 0.2540 0.4286 0.3175 2 Company employees Self-employed/ P 0.3500 0.5000 0.1500 3 Merchant/Etc.

According to Table 4.27, the results have shown that at the frequencies at one to three times per month, different occupations do not have a difference in the frequencies of buying UNIQLO products per month. However, the overall results indicated that different occupations have a difference in the frequencies of buying UNIQLO products per month.

Table 4.27 Estimates by Marascuilo procedure between occupations and frequencies of buying UNIQLO products per month Proportions Absolute Differences Critical Range Significance

The frequencies at one time per month

|P1 – P2| 0.2802 0.3127 No

|P1 – P3| 0.1842 0.5586 No

|P2 – P3| 0.0960 0.6069 No

The frequencies at two times per month

|P1 – P2| 0.0768 0.3443 No

|P1 – P3| 0.1482 0.5824 No

|P2 – P3| 0.0714 0.6478 No 65

Table 4.27 Estimates by Marascuilo procedure between occupations and frequencies of buying

UNIQLO products per month (Continued) Proportions Absolute Differences Critical Range Significance

The frequencies at three times per month

|P1 – P2| 0.2035 0.3107 No

|P1 – P3| 0.0360 0.4143 No

|P2 – P3| 0.1675 0.5013 No

According to Table 4.28, the empirical results of expenses of buying UNIQLO products per time and total expenses per month indicated that the 390 respondents who are different occupations have different expenses of buying UNIQLO products per time and total expenses per month by using One-way ANOVA method and it has statistical significance level at 0.05.

Table 4.28 The results of comparing consumer buying behavior with occupations Consumer buying Occupations N x̅ S.D. F-value Sig behavior Student 307 722.66 181.18 Government officers/ 63 973.95 132.52 Expenses company 51.421 0.000* employees Self-employed/ 20 831.70 288.41 merchant/etc.

Student 307 1136.54 556.62 Government officers/ Total 63 2024.13 795.81 expenses company 56.780 0.000* per month employees Self-employed/ 20 1447.10 645.39 merchant/etc. Note: *have a statistical significance level at 0.05

Therefore, to test the differences occupations in paired by Least Significant Different (LSD) method. The comparison results are shown in Tables 4.29 – 4.30 According to Table 4. 29, comparing results of different occupations with expenses of buying UNIQLO products per time found that there are three pairs of results which are consumers who are students have different expenses of buying UNIQLO products per time from consumers who are government officers/company employees. Consumers who are students have different 67 expenses of buying UNIQLO products per time from consumers who are self- employed/merchant/other occupations and consumers who are government officers/company employees have different expenses of buying UNIQLO products per time from self-employed consumers/merchant/other occupations.

Table 4.29 The comparing results of difference occupations with expenses of buying UNIQLO products per time paired by the LSD method LSD’s Results Average Government Occupations expenses Self-employed/ Student officers/Company per time Merchant/Etc. employees Student 722.66 - 0.000* 0.009* Government officers/ 973.95 - - 0.002* Company employees Self-employed/ 831.70 - - - Merchant/Etc. Note: *have a statistical significance level at 0.05

According to Table 4.30, comparing results of different occupations with total expenses per month found that there are three pairs of results which are consumers who are students who have different total expenses per month from consumers who are government officers/company employees. Consumers who are students have different total expenses per month from consumers who are self-employed/merchant/other occupations and consumers who are government officers/company employees have different total expenses per month from self-employed consumers/ merchant/other occupations.

Table 4.30 The comparing results of difference occupations with total expenses per month paired by the LSD method Average LSD’s Results total Government Occupations Self-employed/ expenses Student officers/ Company Merchant/Etc. per month employees Student 1136.54 - 0.000* 0.027* Government officers/ 2024.13 - - 0.000* Company employees Self-employed/ 1447.10 - - - Merchant/Etc. Note: *have a statistical significance level at 0.05

From the empirical results of comparing occupations and consumer behavior that accordance with a study of occupations difference: Factors affecting purchase decisions for IKEA products of customers in Bangkok and vicinity (Somsak, 2016) show that different occupations affect the purchasing decisions for IKEA products differently because different occupations such as government officials, private businesses, and designers will affect the concept of attitudes differently. Therefore, different occupations will have different livelihoods that might cause consumer behavior differently.

4.6.4 The result of comparing consumer buying behavior with incomes of respondents by using Chi-square test and One-way ANOVA Method The results of the analysis are presented with the description as shown in Tables 4.31 – 4.36 According to Table 4.31, the empirical results of frequencies of buying UNIQLO products per month indicated that the majority respondents who have income less than 15,000 baht and income between 15,000 – 25,000 baht have one time per month, income between 25,001 – 35,000 baht and income between 35,001 – 45,000 baht have two times per month and income more than 45,000 baht have three times per month and from using Chi-square test, it is shown that the respondents who have different incomes have different frequencies of buying UNIQLO products per month by having statistical significance level at 0.05. Therefore, to test the differences incomes in paired by Marascuilo procedure. The comparison results are shown in Tables 4.31 – 4.33

Table 4.31 The results of comparing frequencies per month with incomes Frequencies of buying UNIQLO products per month Incomes One time Two times Three times Count 150 99 30 Less than 15,000 baht Percent 38.46 25.38 7.69 Count 32 32 12 15,000 – 25,000 baht Percent 8.21 8.21 3.08 Count 2 4 3 25,001 – 35,000 baht Percent 0.51 1.03 0.77 Count 2 5 1 35,001 – 45,000 baht Percent 0.51 1.28 0.25 Count 1 5 12 More than 45,000 baht Percent 0.26 1.28 3.08

Table 4.31 The results of comparing frequencies per month with incomes (Continued) Frequencies of buying UNIQLO products per month Incomes One time Two times Three times Count 187 145 58 Total Percent 47.95 37.18 14.87 X2= 54.880, df = 8, P-value = 0.000* Note: *have a statistical significance level at 0.05

Table 4.32 Group sample proportions between incomes and frequencies per month

Proportions Frequencies of buying UNIQLO products per month Incomes (Pi) One time Two times Three times

P1 Less than 15,000 baht 0.5376 0.3548 0.1075

P2 15,000 – 25,000 baht 0.4211 0.4211 0.1579

P3 25,001 – 35,000 baht 0.2222 0.4444 0.3333

P4 35,001 – 45,000 baht 0.2500 0.6250 0.1250

P5 More than 45,000 baht 0.0556 0.2778 0.6667

According to Table 4.33, the results have shown that at the frequencies at one time per month, the respondents who have income less than 15,000 baht have the different on the frequencies of buying UNIQLO products per month from the respondents who have income more than 45,000 baht by having absolute differences at 0.4821 is higher than the critical range at 0.4570 and the respondents who have income between 15,000 – 25,000 baht have the different on the frequencies of buying UNIQLO products per month from the respondents who have income more than 45,000 baht by having absolute differences at 0.4821 is higher than the critical range at 0.4196. However, other comparing results do not have differences in the frequencies per month.

Table 4.33 Estimates by Marascuilo procedure between incomes and frequencies per month Proportions Absolute Differences Critical Range Significance

The frequencies at one time per month

|P1 – P2| 0.1166 0.4743 No

|P1 – P3| 0.3154 1.0502 No

|P1 – P4| 0.2876 1.1555 No

|P1 – P5| 0.4821 0.4570 Yes

|P2 – P3| 0.1988 1.1090 No

|P2 – P4| 0.1711 1.2092 No

|P2 – P5| 0.4821 0.4196 Yes

|P3 – P4| 0.0278 1.5298 No

|P3 – P5| 0.1667 1.1018 No

|P4 – P5| 0.1944 1.2026 No

The frequencies at two times per month

|P1 – P2| 0.0662 0.4702 No

|P1 – P3| 0.0896 1.2453 No

|P1 – P4| 0.2702 1.2856 No

|P1 – P5| 0.0771 0.8104 No

|P2 – P3| 0.0234 1.2968 No

Table 4.33 Estimates by Marascuilo procedure between incomes and frequencies per month (Continued) Proportions Absolute Differences Critical Range Significance

|P2 – P4| 0.2039 1.3356 No

|P2 – P5| 0.1433 0.8875 No

|P3 – P4| 0.1806 1.7645 No

|P3 – P5| 0.1667 1.4551 No

|P4 – P5| 0.3472 1.4898 No

The frequencies at three times per month

|P1 – P2| 0.0504 0.3390 No

|P1 – P3| 0.2258 1.1722 No

|P1 – P4| 0.0175 0.8770 No

|P1 – P5| 0.5591 0.8345 No

|P2 – P3| 0.1754 1.2046 No

|P2 – P4| 0.0329 0.9200 No

|P2 – P5| 0.5088 0.8795 No

|P3 – P4| 0.2083 1.4510 No

|P3 – P5| 0.3333 1.4257 No

|P4 – P5| 0.5417 1.1949 No

According to Table 4.34, the empirical results of expenses of buying UNIQLO products per time and total expenses per month indicated that the 390 respondents who are different incomes have different expenses of buying UNIQLO products per time and total expenses per month by using One-way ANOVA method and it has statistical significance level at 0.05.

Table 4.34 The results of comparing consumer buying behavior with incomes Consumer buying Incomes N x̅ S.D. F-value sig behavior Less than 15,000 baht 279 680.02 154.68 15,000 – 25,000 baht 76 963.42 105.53 Expenses 25,001 – 35,000 baht 9 993.70 96.97 94.808 0.000* 35,001 – 45,000 baht 8 1105.00 178.25 More than 45,000 baht 18 1065.65 139.99 Less than 15,000 baht 279 1059.49 491.61

Total 15,000 – 25,000 baht 76 1662.32 682.09 expenses 25,001 – 35,000 baht 9 1931.70 662.59 65.073 0.000* per month 35,001 – 45,000 baht 8 1985.00 469.13 More than 45,000 baht 18 2838.24 353.41 Note: *have a statistical significance level at 0.05

Therefore, to test the differences in incomes in paired by Least Significant Different (LSD) method. The comparison results are shown in Tables 4.35 – 4.36 According to Table 4.35, the comparing results of different incomes with expenses of buying UNIQLO products per time found that there are six pairs of results which are consumers who have income less than 15,000 baht have different expenses of buying UNIQLO products per time from consumers who have income between 15,000 – 25,000 baht. Consumers who have income less than 15,000 baht have different expenses of buying UNIQLO products per time from consumers who have income between 25,001 – 35,000 baht. Consumers who have income less 74 than 15,000 baht have different expenses of buying UNIQLO products per time from consumers who have income between 35,001 – 45,000 baht. Consumers who have income less than 15,000 baht have different expenses of buying UNIQLO products per time from consumers who have income more than 45,000 baht. Consumers who have income between 15,000 – 25,000 baht have different expenses of buying UNIQLO products per time from consumers who have income between 35,001 – 45,000 baht and consumers who have income between 15,000 – 25,000 baht have different expenses of buying UNIQLO products per time from consumers who have income more than 45,000 baht with a statistical significance level at 0.05.

Table 4.35 The comparing results of different incomes with expenses of buying UNIQLO products per time paired by the LSD method Average LSD’s Results Incomes expenses Less than 15,000 – 25,001 – 35,001 – More than per time 15,000 baht 25,000 baht 35,000 baht 45,000 baht 45,000 baht Less than 680.02 - 0.000* 0.000* 0.000* 0.000* 15,000 baht 15,000 – 963.42 - - 0.535 0.009* 0.009* 25,000 baht 25,001 – 993.70 - - - 0.107 0.214 35,000 baht 35,001 – 1105.00 - - - - 0.527 45,000 baht More than 1065.65 - - - - - 45,000 baht Note: *have a statistical significance level at 0.05

According to Table 4.36, the comparing results of different incomes with total expenses per month found that there are seven pairs of results which are consumers who have income less than 15,000 baht have different total expenses per month from consumers who have income between 15,000 – 25,000 baht. Consumers who have income less than 15,000 baht have different total expenses per month from consumers who have income between 25,001 – 35,000 baht. Consumers who have income less than 15,000 baht have different total expenses per month from 75 consumers who have income between 35,001 – 45,000 baht. Consumers who have income less than 15,000 baht have different total expenses per month from consumers who have income more than 45,000 baht. Consumers who have income between 15,000 – 25,000 baht have different total expenses per month from consumers who have income more than 45,000 baht. Consumers who have income between 25,001 – 35,000 baht have different total expenses per month from consumers who have income more than 45,000 baht and consumers who have income between 35,001 – 45,000 baht have different total expenses per month from consumers who have income more than 45,000 baht.

Table 4.36 The comparing results of different incomes with total expenses per month paired by LSD Average LSD’s Results total Incomes expenses Less than 15,000 – 25,001 – 35,001 – More than per month 15,000 baht 25,000 baht 35,000 baht 45,000 baht 45,000 baht Less than 1059.49 - 0.000* 0.000* 0.000* 0.000* 15,000 baht 15,000 – 1662.32 - - 0.134 0.104 0.000* 25,000 baht 25,001 – 1931.70 - - - 0.833 0.000* 35,000 baht 35,001 – 1985.00 - - - - 0.000* 45,000 baht More than 2838.24 - - - - - 45,000 baht Note: *have a statistical significance level at 0.05

From the empirical results of comparing incomes and consumer behavior that accordance with a study of income difference: Factors affecting purchase decisions for IKEA products of customers in Bangkok and vicinity (Somsak, 2016) show that different incomes affect the purchasing decisions for IKEA products differently. Therefore, different incomes have different consumer behavior because the more income will cause to have more purchasing power that related to make more frequencies of buying per month and more expenses of buying per time. 76

4.6.5 The result of comparing consumer buying behavior with a storefront of respondents by using Chi-square test and One-way ANOVA method

4.6.5.1 The attractiveness of the UNIQLO brand logo The results of the analysis are presented with the description shown in Tables 4.37 – 4.40 According to Table 4.37, the empirical results of frequencies of buying UNIQLO products per month indicated that the majority respondents who have opinion levels on the attractiveness of the UNIQLO brand logo at moderate and more important have one time per month and at less important have two times per month and from using Chi-square test, it shown that the respondents who have different opinion levels on the attractiveness of the UNIQLO brand logo do not have different frequencies of buying UNIQLO products per month.

Table 4.37 The results of comparing frequencies per month with opinion levels of the attractiveness of the UNIQLO brand logo Frequencies of buying UNIQLO products per month Opinion levels One time Two times Three times Count 4 5 1 Less important Percent 1.03 1.28 0.25 Count 32 18 4 Moderate Percent 8.21 4.62 1.03 Count 151 122 53 More important Percent 38.71 31.28 13.59 Count 187 145 58 Total Percent 47.95 37.18 14.87 X2 = 5.019, df = 4, P-value = 0.285

According to Table 4.38, the empirical results of expenses of buying UNIQLO products per time and total expenses per month indicated that the 390 respondents who have different opinion levels on the attractiveness of the UNIQLO brand logo have different expenses of buying UNIQLO products per time and total expenses per month by using One-way ANOVA method and it has statistical significance level at 0.05.

Table 4.38 The results of comparing consumer buying behavior with the attractiveness of the UNIQLO brand logo Consumer The attractiveness of the buying N x̅ S.D. F-value Sig UNIQLO brand logo behavior Less important 10 677.10 167.95 Expenses Moderate 54 705.89 190.03 4.365 0.013* More important 326 782.05 204.34

Total Less important 10 1162.20 700.15 expenses Moderate 54 1045.65 533.36 4.568 0.011* per month More important 326 1341.39 701.48 Note: *have a statistical significance level at 0.05

Therefore, to test the differences opinion levels in paired by Least Significant Different (LSD) method, the comparison results are shown in Tables 4.39 – 4.40 According to Table 4.39, the comparing results of difference opinion levels on the attractiveness of the UNIQLO brand logo with expenses of buying UNIQLO products per time found that there is one pair of result which is consumers who have opinion level at moderate on the attractiveness of the UNIQLO brand logo have different expenses of buying UNIQLO products per time from consumers who have opinion level at more important.

Table 4.39 The comparing results of difference opinion levels of the attractiveness of the UNIQLO brand logo with expenses per time paired by the LSD method Average LSD’s Results Opinion levels expenses per time Less important Moderate More important Less important 677.10 - 0.679 0.106 Moderate 705.89 - - 0.011* More important 782.05 - - - Note: *have a statistical significance level at 0.05

According to Table 4.40, the comparing results of difference opinion levels on the attractiveness of the UNIQLO brand logo with total expenses per month found that there is one pair of the result which is consumers who have opinion level at moderate on the attractiveness of the UNIQLO brand logo have different total expenses per month from consumers who have opinion level at more important.

Table 4.40 The comparing results of difference opinion levels of the attractiveness of the UNIQLO brand logo with total expenses per month paired by the LSD method Average total LSD’s Results Opinion levels expenses per month Less important Moderate More important Less important 677.10 - 0.619 0.413 Moderate 728.76 - - 0.003* More important 939.38 - - - Note: *have a statistical significance level at 0.05

4.6.5.2 The attractiveness of the storefront The results of the analysis are presented with the description shown in Table 4.41 – 4.46 According to Table 4.41, the empirical results of frequencies of buying UNIQLO products per month indicated that the majority respondents who have opinion levels on the attractiveness of the storefront at less important and moderate have one time per month and at more important have two times per month and from using Chi-square test, it is shown that the respondents who have different opinion levels on the attractiveness of the storefront have different frequencies of buying UNIQLO products per month by having statistical significance level at 0.05. Therefore, to test the differences opinion levels in paired by Marascuilo procedure. The comparison results are shown in Tables 4.42 – 4.43

Table 4.41 The results of comparing frequencies per month with opinion levels of the attractiveness of the storefront Frequencies of buying UNIQLO products per month Opinion levels One time Two times Three times Count 62 20 13 Less important Percent 15.90 5.13 3.33 Count 16 11 4 Moderate Percent 4.10 2.82 1.03 Count 109 114 41 More important Percent 27.95 29.23 10.51 Count 187 145 58 Total Percent 47.95 37.18 14.87 X2 = 17.945, df = 4, P-value = 0.001* Note: *have a statistical significance level at 0.05

Table 4.42 Group sample proportions between opinion levels of the attractiveness of the storefront and frequencies per month Proportions Frequencies of buying UNIQLO products per month Opinion levels (Pi) One time Two times Three times

P1 Less important 0.6526 0.2105 0.1368

P2 Moderate 0.5161 0.3548 0.1290

P3 More important 0.4129 0.4318 0.1553

According to Table 4.43, the results have shown that at the frequencies at two times per month, the respondents who have opinion level at less important have the different on the frequencies of buying UNIQLO products per month from the respondents who have opinion level at more important by having absolute differences at 0.2213 is higher than the critical range at 0.2193. However, other comparing results do not have differences in the frequencies per month.

Table 4.43 Estimates by Marascuilo procedure between opinion levels of the attractiveness of the storefront and frequencies per month Proportions Absolute Differences Critical Range Significance

The frequencies at one time per month

|P1 – P2| 0.1365 0.4329 No

|P1 – P3| 0.2398 0.2435 No

|P2 – P3| 0.1033 0.4013 No The frequencies at two times per month

|P1 – P2| 0.1443 0.4049 No

Table 4.43 Estimates by Marascuilo procedure between opinion levels of the attractiveness of the storefront and frequencies per month (Continued) Proportions Absolute Differences Critical Range Significance

|P1 – P3| 0.2213 0.2193 Yes

|P2 – P3| 0.0770 0.3863 No The frequencies at three times per month

|P1 – P2| 0.0078 0.2956 No

|P1 – P3| 0.0185 0.1767 No

|P2 – P3| 0.0263 0.2720 No

According to Table 4.44, the empirical results of expenses of buying UNIQLO products per time and total expenses per month indicated that the 390 respondents who have different opinion levels of the attractiveness of the storefront have different expenses of buying UNIQLO products per time and total expenses per month by using One-way ANOVA method and it has statistical significance level at 0.05.

Table 4.44 The results of comparing consumer buying behavior with the attractiveness of the storefront Consumer The attractiveness of buying N x̅ S.D. F-value sig the storefront behavior Less important 95 577.32 95.81 Expenses Moderate 31 884.48 226.86 79.986 0.000* More important 264 824.14 184.78

Total Less important 95 856.39 456.60 expenses Moderate 31 1426.29 717.67 29.451 0.000* per month More important 264 1438.67 687.59 Note: *have a statistical significance level at 0.05

Therefore, to test the differences opinion levels in paired by Least Significant Different (LSD) method. The comparison results are shown in Tables 4.45 – 4.46 According to Table 4.45, the comparing results of difference opinion levels on the attractiveness of the storefront with expenses of buying UNIQLO products per time found that there are two pairs of results which are consumers who have opinion level at less important on the attractiveness of the storefront have different expenses of buying UNIQLO products per time from consumers who have opinion level at moderate and consumers who have opinion level at less important on the attractiveness of the storefront have different expenses of buying UNIQLO products per time from consumers who have opinion level at more important.

Table 4.45 The comparing results of difference opinion levels of the attractiveness of the storefront with expenses per time paired by LSD method Average LSD’s Results Opinion levels expenses per time Less important Moderate More important Less important 577.32 - 0.000* 0.000* Moderate 884.48 - - 0.065 More important 824.14 - - - Note: *have a statistical significance level at 0.05

According to Table 4.46, the comparing results of difference opinion levels on the attractiveness of the storefront with total expenses per month found that there are two pairs of results which are consumers who have opinion level at less important on the attractiveness of the storefront have different total expenses per month from consumers who have opinion level at moderate and consumers who have opinion level at less important on the attractiveness of the storefront have different total expenses per month from consumers who have opinion level at more important.

Table 4.46 The comparing results of difference opinion levels of the attractiveness of the storefront with total expenses per month paired by LSD method Average total LSD’s Results Opinion levels expenses per month Less important Moderate More important Less important 856.39 - 0.000* 0.000* Moderate 1426.29 - - 0.919 More important 1438.67 - - - Note: *have a statistical significance level at 0.05

4.6.5.3 Storefront displays reinforce the image of the UNIQLO brand The results of the analysis are presented with the description shown in Tables 4.47 – 4.51 According to Table 4.47, the empirical results of frequencies of buying UNIQLO products per month indicated that the respondents who have opinion levels on storefront displays reinforce the image of the UNIQLO brand at less important have three times per month, at moderate have two times per month and at more important have one time per month and from using Chi-square test, it is shown that the respondents who have different opinion levels on storefront displays reinforce the image of the UNIQLO brand have different frequencies of buying UNIQLO products per month by having statistical significance level at 0.05. Therefore, to test the differences opinion levels in paired by Marascuilo procedure. The comparison results are shown in Table 4.48 – 4.49 Table 4.47 The results of comparing frequencies per month with opinion levels of storefront displays reinforce the image of the UNIQLO brand Frequencies of buying UNIQLO products per month Opinion levels One time Two times Three times Count 2 1 4 Less important Percent 0.51 0.26 1.03 Count 18 21 5 Moderate Percent 4.62 5.38 1.28 Count 167 123 49 More important Percent 42.82 31.54 12.56 Count 187 145 58 Total Percent 47.95 37.18 14.87 X2 = 16.237, df = 4, P-value = 0.003* Note: *have a statistical significance level at 0.05

Table 4.48 Group sample proportions between opinion levels of storefront displays reinforce the image of the UNIQLO brand and frequencies per month

Proportions Frequencies of buying UNIQLO products per month Opinion levels (Pi) One time Two times Three times

P1 Less important 0.2857 0.1429 0.5714

P2 Moderate 0.4091 0.4773 0.1136

P3 More important 0.4926 0.3628 0.1445

According to Table 4.49, the results have shown that at the frequencies at two times per month, the respondents who have opinion level at less important have the different on the frequencies of buying UNIQLO products per month from the respondents who have opinion level at moderate by having absolute differences at 0.4889 is higher than the critical range at 0.3003 and the respondents who have opinion level at less important have the different on the frequencies of buying UNIQLO products per month from the respondents who have opinion level at more important by having absolute differences at 0.3628 is higher than the critical range at 0.1052. However, other comparing results do not have differences in the frequencies per month.

Table 4.49 Estimates by Marascuilo procedure between opinion levels of storefront displays reinforce the image of the UNIQLO brand and frequencies per month Proportions Absolute Differences Critical Range Significance

The frequencies at one time per month

|P1 – P2| 0.0067 0.8294 No

|P1 – P3| 0.1593 0.7832 No

|P2 – P3| 0.0926 0.3140 No

Table 4.49 Estimates by Marascuilo procedure between opinion levels of storefront displays reinforce the image of the UNIQLO brand and frequencies per month (Continued) Proportions Absolute Differences Critical Range Significance

The frequencies at two times per month

|P1 – P2| 0.4889 0.3003 Yes

|P1 – P3| 0.3628 0.1052 Yes

|P2 – P3| 0.1261 0.3182 No The frequencies at three times per month

|P1 – P2| 0.5556 0.7981 No

|P1 – P3| 0.5221 0.7793 No

|P2 – P3| 0.0334 0.2039 No

According to Table 4.50, the empirical results of expenses of buying UNIQLO products per time and total expenses per month indicated that the 390 respondents who have different opinion levels of storefront displays reinforce the image of the UNIQLO brand have different total expenses per month by using One-way ANOVA method and it has statistical significance level at 0.05.

Table 4.50 The results of comparing consumer buying behavior with storefront displays reinforce the image of the UNIQLO brand Consumer Storefront displays buying reinforce the image of N x̅ S.D. F-value Sig behavior the UNIQLO brand Less important 7 799.83 268.18 Expenses Moderate 44 735.73 195.93 0.724 0.485 More important 339 772.66 203.41

Total Less important 7 1999.50 1254.91 expenses Moderate 44 1276.51 647.26 3.236 0.040* per month More important 339 1285.96 675.70 Note: *have a statistical significance level at 0.05

Therefore, to test the differences opinion levels in paired by Least Significant Different (LSD) method. The comparison results are shown in Table 4.51 According to Table 4.51, the comparing results of difference opinion levels on storefront displays reinforce the image of the UNIQLO brand with total expenses per month found that there are two pairs of results which are consumers who have opinion level at less important on storefront displays reinforce the image of the UNIQLO brand have different total expenses per month from consumers who have opinion level at moderate and consumers who have opinion level at less important on storefront displays reinforce the image of the UNIQLO brand have different total expenses per month from consumers who have opinion level at more important with a statistical significance level at 0.05.

Table 4.51 The comparing results of difference opinion levels of storefront displays reinforce the image of the UNIQLO brand with total expenses per month paired by the LSD method Average total LSD’s Results Opinion levels expenses per month Less important Moderate More important Less important 577.32 - 0.015* 0.012* Moderate 884.48 - - 0.931 More important 824.14 - - - Note: *have a statistical significance level at 0.05

From the empirical results of comparing storefront and consumer behavior that accordance with a study of Impact of Visual Merchandising on Consumer Behavior: A Study of Furniture Outlets (Mehta and Chugan, 2014) shows that a significant correlation was shown between buying behavior and storefront with a p-value less than 0.05. Therefore, different opinion levels of the storefront have different consumer behavior because each perception of a storefront is different that can cause them to have a different opinion and also make consumer behavior differently too.

4.6.6 The results of comparing consumer buying behavior with store layout of respondents by using Chi-square test and One-way ANOVA method

4.6.6.1 Checkout point adequacy The results of the analysis are presented with the description shown in Tables 4.52 – 4.55 According to Table 4.52, the empirical results of frequencies of buying UNIQLO products per month indicated that the respondents who have opinion levels on checkout point adequacy at less important, moderate and more important have one time per month and from using Chi-square test, it is shown that the respondents who have different opinion levels on checkout point adequacy do not have different frequencies of buying UNIQLO products per month.

Table 4.52 The results of comparing frequencies per month with opinion levels of checkout point adequacy Frequencies of buying UNIQLO products per month Opinion levels One time Two times Three times Count 6 5 1 Less important Percent 1.54 1.28 0.26 Count 38 22 6 Moderate Percent 9.74 5.64 1.54 Count 143 118 51 More important Percent 36.67 30.26 13.07 Count 187 145 58 Total Percent 47.95 37.18 14.87 X2 = 4.224, df = 4, P-value = 0.377

According to Table 4.53, the empirical results of expenses of buying UNIQLO products per time and total expenses per month indicated that the 390 respondents who have different opinion levels of checkout point adequacy have different expenses of buying UNIQLO products per time and total expenses per month by using One-way ANOVA method and it has statistical significance level at 0.05.

Table 4.53 The results of comparing consumer buying behavior with checkout point adequacy Consumer Checkout point buying N x̅ S.D. F-value Sig adequacy behavior Less important 12 696.25 185.17 Expenses Moderate 66 725.23 195.55 2.850 0.050* More important 312 780.83 204.43

Total Less important 12 1112.58 694.04 expenses Moderate 66 1117.18 642.10 3.363 0.036* per month More important 312 1340.69 690.81 Note: *have a statistical significance level at 0.05

Therefore, to test the differences opinion levels in paired by Least Significant Different (LSD) method. The comparison results are shown in Tables 4.54 – 4.55 According to Table 4.54, the comparing results of different opinion levels on checkout point adequacy with expenses of buying UNIQLO products per time found that there is one pair of the result which is consumers who have opinion level at moderate on checkout point adequacy to have different expenses of buying UNIQLO products per time from consumers who have opinion level at more important.

Table 4.54 The comparing results of difference opinion levels of checkout point adequacy with expenses per time paired by the LSD method Average LSD’s Results Opinion levels expenses per time Less important Moderate More important Less important 696.25 - 0.649 0.156 Moderate 725.23 - - 0.043* More important 780.83 - - - Note: *have a statistical significance level at 0.05

According to Table 4.55, the comparing results of different opinion levels on checkout point adequacy with total expenses per month found that there is one pair of result which is consumers who have opinion level at moderate on checkout point adequacy to have different total expenses per month from consumers who have opinion level at more important.

Table 4.55 The comparing results of different opinion levels of checkout point adequacy with total expenses per month paired by the LSD method Average total LSD’s Results Opinion levels expenses per month Less important Moderate More important Less important 1112.58 - 0.983 0.257 Moderate 1117.18 - - 0.016* More important 1340.69 - - - Note: *have a statistical significance level at 0.05

4.6.6.2 The convenience of using the fitting room The results of the analysis are presented with the description shown in Tables 4.56 – 4.59 According to Table 4.56, the empirical results of frequencies of buying UNIQLO products per month indicated that the majority respondents who have opinion levels on the convenience of using the fitting room at moderate and more important have one time per month and at less important have two times per month and from using Chi-square test, it shown that the respondents who have different opinion levels on the convenience of using the fitting room do not have different frequencies of buying UNIQLO products per month. Table 4.56 The results of comparing frequencies per month with opinion levels of the convenience of using the fitting rooms Frequencies of buying UNIQLO products per month Opinion levels One time Two times Three times Count 4 5 2 Less important Percent 1.03 1.28 0.51 Count 31 18 3 Moderate Percent 7.95 4.62 0.77 Count 152 122 53 More important Percent 38.97 31.28 13.59 Count 187 145 58 Total Percent 47.95 37.18 14.87 X2 = 5.597, df = 4, P-value = 0.231

According to Table 4.57, the empirical results of expenses of buying UNIQLO products per time and total expenses per month indicated that the 390 respondents who have different opinion levels of the convenience of using the fitting rooms have different expenses of buying UNIQLO products per time and total expenses per month by using One-way ANOVA method and it has statistical significance level at 0.05.

Table 4.57 The results of comparing consumer buying behavior with the convenience of using the fitting rooms Consumer The convenience of buying N x̅ S.D. F-value Sig using the fitting room behavior Less important 11 704.64 183.65 Expenses Moderate 52 694.96 185.04 4.833 0.008* More important 327 782.72 204.38

Total Less important 11 1323.82 853.53 expenses Moderate 52 1010.10 473.22 5.307 0.005* per month More important 327 1340.35 700.66 Note: *have a statistical significance level at 0.05

Therefore, to test the differences opinion levels in paired by Least Significant Different (LSD) method. The comparison results are shown in Tables 4.58 – 4.59 According to Table 4.58, the comparing results of different opinion levels on the convenience of using the fitting rooms with expenses of buying UNIQLO products per time found that there is one pair of result which is consumers who have an opinion level at moderate on the convenience of using the fitting room have different expenses of buying UNIQLO products per time from consumers who have opinion level at more important.

Table 4.58 The comparing results of different opinion levels of the convenience of using the fitting rooms with expenses per time paired by the LSD method Average LSD’s Results Opinion levels expenses per time Less important Moderate More important Less important 704.64 - 0.885 0.207 Moderate 694.96 - - 0.004* More important 782.72 - - - Note: *have a statistical significance level at 0.05

According to Table 4.59, the comparing results of different opinion levels on the convenience of using the fitting rooms with total expenses per month found that there is one pair of result which is consumers who have opinion level at moderate on the convenience of using the fitting rooms have different total expenses per month from consumers who have opinion level at more important.

Table 4.59 The comparing results of different opinion levels with total expenses per month paired by the LSD method Average total LSD’s Results Opinion levels expenses per month Less important Moderate More important Less important 706.45 - 0.165 0.937 Moderate 721.55 - - 0.001* More important 939.08 - - - Note: *have a statistical significance level at 0.05

4.6.6.3 Space planning is easy to find products The results of the analysis are presented with the description shown in Tables 4.60 – 4.61 According to Table 4.60, the empirical results of frequencies of buying UNIQLO products per month indicated that the majority respondents who have opinion levels on space planning are easy to find products at moderate and more important have one time per month and at less important have two times per month and from using Chi-square test, it shown that the respondents who have different opinion levels on space planning are easy to find products do not have different frequencies of buying UNIQLO products per month

Table 4.60 The results of comparing frequencies per month with opinion levels of space planning is easy to find products Frequencies of buying UNIQLO products per month Opinion levels One time Two times Three times Count 8 10 4 Less important Percent 2.05 2.56 1.03 Count 41 33 13 Moderate Percent 10.51 8.47 3.33 Count 138 102 41 More important Percent 35.39 26.15 10.51 Count 187 145 58 Total Percent 47.95 37.18 14.87 X2 = 1.361, df = 4, P-value = 0.851

According to Table 4.61, the empirical results of expenses of buying UNIQLO products per time and total expenses per month indicated that the 390 respondents who have different opinion levels on space planning are easy to find products do not have different expenses of buying UNIQLO products per time and total expenses per month by using One-way ANOVA method.

Table 4.61 The results of comparing consumer buying behavior with space planning is easy to find products Consumer Space planning is easy buying N x̅ S.D. F-value sig to find products behavior Less important 22 679.55 171.56 Expenses Moderate 87 755.45 205.01 2.752 0.065 More important 281 779.94 203.85 Less important 22 1263.18 688.16 Total expenses Moderate 87 1272.47 663.06 0.103 0.902 per month More important 281 1305.64 696.41

From the empirical results of comparing store layout and consumer behavior that accordance with a study of Impact of Visual Merchandising on Consumer Behavior: A Study of Furniture Outlets (Mehta and Chugan, 2014) found a significant correlation between buying behavior and store layout and organization (shelf space) with a p-value 0.05. Therefore, a different opinion of store layout has different consumer behavior because the store layout in each branch is different that might cause to make consumer behavior differently.

4.6.7 The results of comparing consumer buying behavior with the store interior of respondents by using Chi-square test and One-way ANOVA method

4.6.7.1 Details of the clothes shown clearly on the board description The results of the analysis are presented with the description shown in Tables 4.62 – 4.65 According to Table 4.62, the empirical results of frequencies of buying UNIQLO products per month indicated that the majority respondents who have opinion levels on details of the clothes shown on the board description clearly at less important and moderate have two times per month and at more important have one time per month and from using Chi-square test, it is shown that the respondents who have different opinion levels on details of the clothes shown on the board description do not have different frequencies of buying UNIQLO products per month Table 4.62 The results of comparing frequencies per month with opinion levels of details of the clothes shown clearly on the board description Frequencies of buying UNIQLO products per month Opinion levels One time Two times Three times Count 1 2 1 Less important Percent 0.26 0.51 0.26 Count 1 3 1 Moderate Percent 0.26 0.77 0.26 Count 185 140 56 More important Percent 47.43 35.90 14.35 Count 187 145 58 Total Percent 47.95 37.18 14.87 X2 = 6.032, df = 4, P-value = 0.197

According to Table 4.63, the empirical results of expenses of buying UNIQLO products per time and total expenses per month indicated that the 390 respondents who have different opinion levels of details of the clothes shown clearly on the board description have different expenses of buying UNIQLO products per time and total expenses per month by using One-way ANOVA method and it has statistical significance level at 0.05.

Table 4.63 The results of comparing consumer buying behavior with details of the clothes shown clearly on the board description Consumer Details of the clothes buying shown clearly on the N x̅ S.D. F-value sig behavior board description Less important 4 1074.75 149.72 Expenses Moderate 5 1083.33 189.30 8.582 0.000* More important 381 763.16 199.94

Total Less important 4 2174.50 895.66 expenses Moderate 5 2166.67 378.59 5.930 0.003* per month More important 381 1279.85 677.80 Note: *have a statistical significance level at 0.05

Therefore, to test the differences opinion levels in paired by Least Significant Different (LSD) method. The comparison results are shown in Tables 4.64 – 4.65 According to Table 4.64, the comparing results of different opinion levels on details of the clothes shown clearly on the board description with expenses of buying UNIQLO products per time found that there are two pairs of results which are consumers who have opinion level at less important on details of the clothes shown clearly on the board description have different expenses of buying UNIQLO products per time from consumers who have opinion level at more important and consumers who have opinion level at moderate on details of the clothes shown on the board description have different expenses of buying UNIQLO products per time from consumers who have opinion level at more important with a statistical significance level at 0.05.

Table 4.64 The comparing results of difference opinion levels of details of the clothes shown clearly on the board description with expenses per time paired by the LSD method Average expenses LSD’s Results Opinion levels per time Less important Moderate More important Less important 1074.75 - 0.955 0.002* Moderate 1083.33 - - 0.006* More important 763.16 - - - Note: *have a statistical significance level at 0.05

According to Table 4.65, the comparing results of different opinion levels on details of the clothes shown clearly on the board description with total expenses per month found that there are two pairs of results which are consumers who have opinion level at less important on details of the clothes shown clearly on the board description have different total expenses per month from consumers who have opinion level at more important and consumers who have opinion level at moderate on details of the clothes shown on the board description have different total expenses per month from consumers who have opinion level at more important.

Table 4.65 The comparing results of difference opinion levels of details of the clothes shown clearly on the board description with total expenses per month paired by the LSD method Average total LSD’s Results Opinion levels expenses per month Less important Moderate More important Less important 2174.50 - 0.988 0.009* Moderate 2166.67 - - 0.025* More important 1279.85 - - - Note: *have a statistical significance level at 0.05

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4.6.7.2 Brightness inside the stores The results of the analysis have presented the description shown in Tables 4.66 – 4.71 According to Table 4.66, the empirical results of frequencies of buying UNIQLO products per month indicated that the respondents who have opinion levels on brightness inside the stores at less important have three times per month, at moderate have two times per month and at more important have one time per month and from using Chi-square test, it is shown that the respondents who have different opinion levels on brightness inside the stores have different frequencies of buying UNIQLO products per month by having statistical significance level at 0.05. Therefore, to test the differences opinion levels in paired by Marascuilo procedure. The comparison results are shown in Tables 4.67 – 4.68

Table 4.66 The results of comparing frequencies per month with opinion levels of brightness inside the stores Frequencies of buying UNIQLO products per month Opinion levels One time Two times Three times Count 1 1 2 Less important Percent 0.26 0.26 0.51 Count 1 2 1 Moderate Percent 0.26 0.51 0.26 Count 185 142 55 More important Percent 47.43 36.41 14.10 Count 187 145 58 Total Percent 47.95 37.18 14.87 X2 = 13.150, df = 4, P-value = 0.011* Note: *have a statistical significance level at 0.05

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Table 4.67 Group sample proportions between opinion levels of brightness inside the stores and frequencies per month

Proportions Frequencies of buying UNIQLO products per month Opinion levels (Pi) One time Two times Three times

P1 Less important 0.2500 0.2500 0.5000

P2 Moderate 0.2500 0.5000 0.2500

P3 More important 0.4843 0.3717 0.1440

According to Table 4.68, the results have shown that at the frequencies at one to three times per month, the different opinion levels do not have a difference in the frequencies of buying UNIQLO products per month. However, the overall results indicated that different opinion levels have a difference in the frequencies of buying UNIQLO products per month.

Table 4.68 Estimates by Marascuilo procedure between opinion levels of brightness inside the stores and frequencies per month Proportions Absolute Differences Critical Range Significance

The frequencies at one time per month

|P1 – P2| 0.000 1.1103 No

|P1 – P3| 0.2343 0.7906 No

|P2 – P3| 0.2343 0.7906 No

The frequencies at two times per month

|P1 – P2| 0.2500 1.1993 No

|P1 – P3| 0.1217 0.7902 No

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Table 4.68 Estimates by Marascuilo procedure between opinion levels of brightness inside the stores and frequencies per month (Continued) Proportions Absolute Differences Critical Range Significance

|P2 – P3| 0.1283 0.9110 No

The frequencies at three times per month

|P1 – P2| 0.2500 1.1993 No

|P1 – P3| 0.3560 0.9089 No

|P2 – P3| 0.1060 0.7878 No

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According to Table 4.69, the empirical results of expenses of buying UNIQLO products per time and total expenses per month indicated that the 390 respondents who have different opinion levels of the brightness inside the stores have different expenses of buying UNIQLO products per time and total expenses per month by using One-way ANOVA method and it has statistical significance level at 0.05.

Table 4.69 The results of comparing consumer buying behavior with the brightness inside the stores Consumer The brightness inside buying N x̅ S.D. F-value Sig the stores behavior Less important 4 1000.00 141.42 Expenses Moderate 4 1127.80 157.11 9.651 0.000* More important 382 762.92 199.54

Total Less important 4 3000.00 424.26 expenses Moderate 4 2185.60 628.86 11.058 0.000* per month More important 382 1275.33 670.93 Note: *have a statistical significance level at 0.05

Therefore, to test the differences opinion levels in paired by Least Significant Different (LSD) method. The comparison results are shown in Tables 4.70 – 4.71 According to Table 4.70, the comparing results of different opinion levels on brightness inside the stores with expenses of buying UNIQLO products per time found that there is one pair of the result which is consumers who have an opinion level at moderate on brightness inside the stores have different expenses of buying UNIQLO products per time from consumers who have opinion level at more important.

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Table 4.70 The comparing results of different opinion levels of brightness inside the stores with expenses per time paired by the LSD method Average LSD’s Results Opinion levels expenses per time Less important Moderate More important Less important 1000.00 - 0.443 0.094 Moderate 1127.80 - - 0.000* More important 762.92 - - - Note: *have a statistical significance level at 0.05

According to Table 4.71, the comparing results of different opinion levels on brightness inside the stores with total expenses per month found that there are two pairs of results which are consumers who have opinion level at less important on brightness inside the stores have different total expenses per month from consumers who have opinion level at more important and consumers who have opinion level at moderate on brightness inside the stores have different total expenses per month from consumers who have opinion level at more important.

Table 4.71 The comparing results of different opinion levels of brightness inside the stores with total expenses per month paired by the LSD method Average total LSD’s Results Opinion levels expenses per month Less important Moderate More important Less important 3000.00 - 0.147 0.000* Moderate 2185.60 - - 0.003* More important 1275.33 - - - Note: *have a statistical significance level at 0.05

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4.6.7.3 Sorting products clearly by using categories The results of the analysis are presented with the description shown in Tables 4.72 – 4.75 According to Table 4.72, the empirical results of frequencies of buying UNIQLO products per month indicated that the majority respondents who have opinion levels on sorting products clearly by using categories at less important and moderate have one time per month and at more important have two times per month and from using Chi-square test, it shown that the respondents who have different opinion levels on sorting products clearly by using categories do not have different frequencies of buying UNIQLO products per month

Table 4.72 The results of comparing frequencies per month with opinion levels of sorting products clearly by using categories Frequencies of buying UNIQLO products per month Opinion levels One time Two times Three times Count 183 138 52 Less important Percent 46.92 35.38 13.33 Count 1 1 1 Moderate Percent 0.26 0.26 0.26 Count 3 6 5 More important Percent 0.77 1.54 1.28 Count 187 145 58 Total Percent 47.95 37.18 14.87 X2 = 9.337, df = 4, P-value = 0.053

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According to Table 4.73, the empirical results of expenses of buying UNIQLO products per time and total expenses per month indicated that the 390 respondents who have different opinion levels of sorting products clearly by using categories have different expenses of buying UNIQLO products per time and total expenses per month by using One-way ANOVA method and it has statistical significance level at 0.05.

Table 4.73 The results of comparing consumer buying behavior with sorting products clearly by using categories Consumer Sorting products buying clearly by using N x̅ S.D. F-value sig behavior categories Less important 373 756.95 196.42 Expenses Moderate 3 999.50 282.14 16.826 0.000* More important 14 1052.71 160.62

Total Less important 373 1256.08 660.97 expenses Moderate 3 2399.00 1.41 16.566 0.000* per month More important 14 2200.50 691.14 Note: *have a statistical significance level at 0.05

Therefore, to test the differences opinion levels in paired by Least Significant Different (LSD) method. The comparison results are shown in Tables 4.74 – 4.75 According to Table 4.74, the comparing results of different opinion levels on sorting products clearly by using categories with expenses of buying UNIQLO products per time found that there is one pair of the result which is consumers who have opinion level at less important on sorting products clearly by using categories have different expenses of buying UNIQLO products per time from consumers who have opinion level at more important.

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Table 4.74 The comparing results of different opinion levels of sorting products clearly by using categories with expenses per time paired by the LSD method Average LSD’s Results Opinion levels expenses per time Less important Moderate More important Less important 756.95 - 0.081 0.000* Moderate 999.50 - - 0.719 More important 1052.71 - - - Note: *have a statistical significance level at 0.05

According to Table 4.75, the comparing results of difference opinion levels on sorting products clearly by using categories with total expenses per month found that there are two pairs of results which are consumers who have opinion level at less important on sorting products clearly by using categories have different total expenses per month from consumers who have opinion level at moderate and consumers who have opinion level at less important on sorting products clearly by using categories have different total expenses per month from consumers who have opinion level at more important with a statistical significance level at 0.05.

Table 4.75 The comparing results of different opinion levels of sorting products clearly by using categories with total expenses per month paired by the LSD method Average total LSD’s Results Opinion levels expenses per month Less important Moderate More important Less important 1256.08 - 0.015* 0.000* Moderate 2399.00 - - 0.691 More important 2200.50 - - - Note: *have a statistical significance level at 0.05

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From the empirical results of comparing store interior and consumer behavior that accordance with a study of the effect of visual merchandising elements of a retail store on consumer attention (Soomro, Kaimkhani, and Iqbal, 2017) shows that store interior, color, and lighting of the retail store have a significant positive impact on consumer attention. Therefore, different opinion levels of store interior have different consumer behavior because the store interior of each branch might have different details that can cause consumers to have different opinion levels.

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4.6.8 The results of comparing consumer buying behavior with interior displays of respondents by using One-way ANOVA method

4.6.8.1 The attraction of the promotional labels at the point of purchases The results of the analysis are presented with the description shown in Tables 4.76 – 4.77 According to Table 4.76, the empirical results of frequencies of buying UNIQLO products per month indicated that the majority respondents who have opinion levels on the attraction of the promotional labels at the point of purchases at less important, moderate and more important have one time per month and from using Chi-square test, it is shown that the respondents who have different opinion levels on the attraction of the promotional labels at the point of purchases do not have different frequencies of buying UNIQLO products per month. Table 4.76 The results of comparing frequencies per month with opinion levels of the attraction of the promotional labels at the point of purchases Frequencies of buying UNIQLO products per month Opinion levels One time Two times Three times Count 3 2 2 Less important Percent 0.77 0.51 0.51 Count 28 24 6 Moderate Percent 7.18 6.15 1.54 Count 156 119 50 More important Percent 40.00 30.52 12.82 Count 187 145 58 Total Percent 47.95 37.18 14.87 X2 = 2.222, df = 4, P-value = 0.695

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According to Table 4.77, the empirical results of expenses of buying UNIQLO products per time and total expenses per month indicated that the 390 respondents who have different opinion levels of the attraction of the promotional labels at the point of purchases do not have different expenses of buying UNIQLO products per time and total expenses per month by using One-way ANOVA method.

Table 4.77 The results of comparing consumer buying behavior with the attraction of the promotional labels at the point of purchases Consumer The attraction of the buying promotional labels at N x̅ S.D. F-value sig behavior the point of purchases Less important 7 821.26 253.54 Expenses Moderate 58 761.83 200.83 0.271 0.763 More important 325 768.92 203.26

Total Less important 7 1507.86 881.50 expenses Moderate 58 1251.38 648.01 0.457 0.633 per month More important 325 1299.22 690.81

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4.6.8.2 The convenience of product picking The results of the analysis are presented with the description shown in Tables 4.78 – 4.79 According to Table 4.78, the empirical results of frequencies of buying UNIQLO products per month indicated that the majority respondents who have opinion levels on the convenience of product picking at less important, moderate and more important have one time per month and from using Chi-square test, it is shown that the respondents who have different opinion levels on the convenience of product picking do not have different frequencies of buying UNIQLO products per month. Table 4.78 The results of comparing frequencies per month with opinion levels of the convenience of product picking Frequencies of buying UNIQLO products per month Opinion levels One time Two times Three times Count 5 3 1 Less important Percent 1.28 0.77 0.26 Count 21 11 3 Moderate Percent 5.39 2.82 0.77 Count 161 131 54 More important Percent 41.28 33.59 13.84 Count 187 145 58 Total Percent 47.95 37.18 14.87 X2 = 3.434, df = 4, P-value = 0.488

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According to Table 4.79, the empirical results of expenses of buying UNIQLO products per time and total expenses per month indicated that the 390 respondents who have different opinion levels of the convenience of product picking do not have different expenses of buying UNIQLO products per time and total expenses per month by using One-way ANOVA method.

Table 4.79 The results of comparing consumer buying behavior with the convenience of product picking Consumer The convenience of buying N x̅ S.D. F-value Sig product picking behavior Less important 9 715.00 144.93 Expenses Moderate 35 759.97 209.13 0.332 0.717 More important 346 770.98 204.21

Total Less important 9 996.75 472.06 expenses Moderate 35 1171.72 649.09 1.493 0.226 per month More important 346 1315.68 693.52

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4.6.8.3 The colors used in the store interior The results of the analysis are presented with the description shown in Tables 4.80 – 4.81 According to Table 4.80, the empirical results of frequencies of buying UNIQLO products per month indicated that the majority respondents who have opinion levels on the colors used in the store interior at moderate and more important have one time per month and at less important have three times per month and from using Chi-square test, it shown that the respondents who have different opinion levels on the colors used in the store interior do not have different frequencies of buying UNIQLO products per month. Table 4.80 The results of comparing frequencies per month with opinion levels of the colors used in the store interior Frequencies of buying UNIQLO products per month Opinion levels One time Two times Three times Count 1 2 3 Less important Percent 0.26 0.51 0.77 Count 19 8 4 Moderate Percent 4.87 2.05 1.03 Count 167 135 51 More important Percent 42.82 34.62 13.07 Count 187 145 58 Total Percent 47.95 37.18 14.87 X2 = 9.246, df = 4, P-value = 0.056

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According to Table 4.81, the empirical results of expenses of buying UNIQLO products per time and total expenses per month indicated that the 390 respondents who have different opinion levels of the colors used in the store interior do not have different expenses of buying UNIQLO products per time and total expenses per month by using One-way ANOVA method.

Table 4.81 The results of comparing consumer buying behavior with the colors used in the store interior Consumer The colors used in the buying N x̅ S.D. F-value Sig store interior behavior Less important 6 778.80 166.66 Expenses Moderate 31 756.00 155.25 0.074 0.929 More important 353 769.84 208.00

Total Less important 6 2011.40 604.86 expenses Moderate 31 1158.31 686.39 2.396 0.053 per month More important 353 1298.18 683.43

From the empirical results of comparing interior displays and consumer behavior that no relationship might because the management and planning of interior displays do not serve the requirement of consumers or the interior displays in UNIQLO stores in Bangkok is not good enough.

CHAPTER 5 CONCLUSIONS AND RECOMMENDATIONS

The research titled “The Effects of Visual Merchandising on Consumer Buying Behavior: In Case of UNIQLO Stores in Bangkok” has objectives as follows: 1. To study how much attraction of visual merchandising of UNIQLO stores in Bangkok to consumer buying behavior, 2. To study the effects of visual merchandising on consumer buying behavior of UNIQLO in Bangkok. 5.1 Conclusions of Research 5.1.1 Demographics of customers who bought UNIQLO products in Bangkok most of the samples are female that estimated by 76.15 percent, age between 20-30 years old that estimated by 84.36 percent, occupation is the student that estimated by 78.72 percent, and income less than 15,000 baht that estimated by 71.54 percent. 5.1.2 The elements of visual merchandising consist of a storefront, store layout, store interior, and interior display according to questionnaires result as follows: 5.1.2.1 Storefront that includes the attractiveness of the UNIQLO brand logo has opinion levels at a more important level estimated by 83.60 percent, the attractiveness of the storefront have opinion levels at a more important level estimated by 67.70 percent, and storefront displays reinforce the image of the UNIQLO brand have opinion levels at a more important level estimated by 86.90 percent. 5.1.2.2 Store layout that includes checkout point adequacy to have opinion levels at a more important level estimated by 80.00 percent, the convenience of using the fitting rooms have opinion levels at a more important level estimated by 83.80 percent, and space planning is easy to find products have opinion levels at a more important level estimated by 72.10 percent. 5.1.2.3 Store interior that includes details of the clothes shown clearly on the board description have opinion levels at a more important level estimated by 98.20 percent, brightness inside the stores have opinion levels at a more important level estimated by 98.20 116 percent, and sorting products clearly by using categories have opinion levels at a less important level estimated by 95.90 percent. 5.1.2.4 Interior display that includes the attraction of the promotional labels at the point of purchases have opinion levels at a more important level estimated by 83.30 percent, the convenience of product picking have opinion levels at a more important level estimated by 88.70 percent, and the colors used in the store interior are suitable to have opinion levels at a more important level estimated by 90.50 percent. 5.1.3. Consumer Behavior consists of frequencies and expenses. For the frequencies of buying UNIQLO products per month show that sample groups have mean (x)̅ at 1-2 times per month and standard deviation (S.D.) at 0.72. Expenses of buying UNIQLO products per time show that sample groups have mean (x)̅ at 768.82 baht per time and standard deviation (S.D.) at 203.40 and total expenses per month have mean (X̅) at 1295.85 baht and standard deviation (S.D.) at 687.10

5.2 Conclusions of Hypothesis Testing For the conclusion of the result of the hypothesis analysis presented with the description as shown in Tables 5.1 and 5.2 5.2.1 Hypothesis of demographic Hypothesis 1: the consumers who are different gender have different consumer behavior including frequencies of buying UNIQLO products per month, expenses of buying UNIQLO products per time, and total expenses per month because males have different consumer behavior from females by a male have a higher average of consumer behavior than female. From the results that accordance with the theory of demographic by Serirat (2007) defined that gender includes females, and males tend to have differences in attitudes and behaviors. Therefore, the result of hypothesis 1 is that a relationship between gender and consumer behavior is confirmed in this study. Hypothesis 2: the consumers who are different ages have different consumer behavior including frequencies of buying UNIQLO products per month, expenses of buying UNIQLO products per time, and total expenses per month because every age has different consumer behavior by age between 31 – 40 years old have the highest average of consumer behavior. 117

From the results that accordance with a study of ages difference: factors affecting purchase decisions for IKEA products of customers in Bangkok and vicinity by Somsak (2016) show that different ages affect the purchasing decisions differently because the different ages can make a difference in information perception. Therefore, the result of hypothesis 2 is that a relationship between ages and consumer behavior is confirmed in this study. Hypothesis 3: the consumers who are different occupations have different consumer behavior including frequencies of buying UNIQLO products per month, expenses of buying UNIQLO products per time, and total expenses per month because in each occupation have different consumer behavior by government officers/company employees are the highest average of consumer behavior. From the results that accordance with a study of occupations difference: factors affecting purchase decisions for IKEA products of customers in Bangkok and vicinity by Somsak (2016) show that different occupations affect the purchasing decisions for IKEA products differently because different occupations will affect the concept of attitudes differently. Therefore, the result of hypothesis 3 is that a relationship between occupations and consumer behavior is confirmed in this study. Hypothesis 4: the consumers who are different incomes have different consumer behavior including frequencies of buying UNIQLO products per month, expenses of buying UNIQLO products per time, and total expenses per month because different incomes have different consumer behavior by income more than 45,000 baht is the highest average of consumer behavior. From the results that accordance with a study of income difference: factors affecting purchase decisions for IKEA products of customers in Bangkok and vicinity by Somsak (2016) show that different incomes affect the purchasing decisions for IKEA products differently. Therefore, the result of hypothesis 4 is that a relationship between incomes and consumer behavior is confirmed in this study.

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Table 5.1 Summary of demographic effects Frequencies Expenses per Total Expenses Demographics Most effects on per month time per month

Gender Male    Ages 31 -40 years old    Government officers/ Occupations company employees    Incomes More than 45,000 baht    Note:  represent effects or have a relationship Source: from the empirical results

5.2.2 The hypothesis of elements of visual merchandising Hypothesis 5: the consumer who has different opinion levels on storefront which are the attractiveness of the UNIQLO brand logo, the attractiveness of the storefront and storefront displays reinforce the image of the UNIQLO brand have different consumer behavior including frequencies of buying UNIQLO products per month, expenses of buying UNIQLO products per time, and total expenses per month. Therefore, the storefront has a relationship with consumer behavior. From the results that accordance with a study of the impact of visual merchandising on consumer behavior by Mehta and Chugan (2014) shows that a significant correlation was shown between consumer behavior and storefront. Therefore, the result of hypothesis 5 is that a relationship between storefront and consumer behavior is confirmed in this study. Hypothesis 6: the consumer who has different opinion levels on store layout which are checkout points adequacy, the convenience of using the fitting room, and space planning are easy to find products have different consumer behavior including expenses of buying UNIQLO products per time and total expenses per month. Therefore, store layout has a relationship with consumer behavior. From the results that accordance with a study of the impact of visual merchandising on consumer behavior: a study of furniture outlets by Mehta and Chugan (2014) found a significant correlation between consumer behavior and store layout and organization (shelf space). 119

Therefore, the result of hypothesis 6 is that a relationship between store layout and consumer behavior is confirmed in this study. Hypothesis 7: the consumer who has different opinion levels on store interior which are details of the clothes shown clearly on the board description, brightness inside the stores and sorting products clearly by using categories have different consumer behavior including frequencies of buying UNIQLO products per month, expenses of buying UNIQLO products per time, and total expenses per month. Therefore, the store interior has a relationship with consumer behavior. From the results that accordance with a study of the effect of visual merchandising elements of a retail store on consumer attention by Soomro, Kaimkhani, and Iqbal (2017) shows that Store Interior, color, and lighting of the retail store have a significant positive impact on consumer attention. Therefore, the result of hypothesis 7 is that a relationship between store interior and consumer behavior is confirmed in this study. Hypothesis 8: the consumer who has different opinion levels on interior displays which are the attraction of the promotional labels at the point of purchases, the convenience of product picking, and the colors used in the store interior do not have different consumer behavior including frequencies of buying UNIQLO products per month, expenses of buying UNIQLO products per time, and total expenses per month. Therefore, the results of hypothesis 8 are that a relationship between interior display and consumer behavior is not confirmed in this study.

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Table 5.2 Summary of visual merchandising effects Total Frequencies per Expenses per The elements of visual merchandising Expenses per month time month Storefront 1. The attractiveness of the -   UNIQLO brand logo 2. The attractiveness of the    storefront 3. Storefront displays reinforce  -  the image of the UNIQLO brand Store layout

4. Checkout point adequacy -   5. The convenience of using the -   fitting room 6. Space planning is easy to find - - - products Store interior 7. Details of the clothes shown -   on the board description clearly

8. Brightness inside the stores    9. Sorting products clearly by -   using categories

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Table 5.2 Summary of visual merchandising effects (Continued) Total Frequencies per Expenses per The elements of visual merchandising Expenses per month time month Interior displays 10. The attraction of the promotional labels at the - - - point of purchases 11. The convenience of product - - - picking 12. The colors used in the store - - - interior Note:  represent effects or have a relationship Source: from the empirical results

5.3 Research Recommendation From the research “The effects of visual merchandising on consumer buying behavior: in case of UNIQLO stores in Bangkok” the study have some recommendations of demographic and visual merchandising techniques to improve and increase attractive for the consumer as follows: 5.3.1 Demographic variables The research found that gender, ages, occupations, and average monthly incomes are important and affect consumer behavior which is the frequencies of buying UNIQLO products per month, expenses of buying UNIQLO products per time, and total expenses per month. The gender that should be emphasized is male and age between 31-40 years old. Most of the consumers in this age group are working-age and are in the occupations of government officers/ company employees with an average income of more than 45,000 baht which must be dressed in an orderly manner, and UNIQLO clothing is simple, have a polite color tone that can match with a variety of work clothes. Therefore, UNIQLO should focus on the different window displays styles of clothing whether it's a trend product but can still be smart and able to be dressed for work or formal clothing. However, the window displays should not only arrange clothes for 122 women but should cover males as well. That is to increase dress ideas, create attraction to buy products, and increase consumer behavior of Uniqlo stores in Bangkok. 5.3.2 Elements of visual merchandising 5.3.2.1 Storefront From the empirical results comparing the storefront and consumer behavior, it indicated that storefront of UNIQLO stores has well management. But, UNIQLO should improve window display in all branches by making the interior decorations on window displays to indicate the trend or season of the clothes in that period, and to create more attractiveness and interest of the store that can increase the frequencies and expenses of buying UNIQLO products, and also window displays can create a good image and unique for the UNIQLO brand. 5.3.2.2 Store layout From the empirical result comparing the store layout and consumer behavior, it indicated that store layout of UNIQLO should not change space planning too often because changed space too often can causing the customers to be confused when choosing the product each time and it can cause the customer decrease in expenses of buying UNIQLO products. Therefore, UNIQLO should consider the time of changing the space planning of the store each time by having suitable and able to provide the best convenience to the customers to make the frequencies of buying UNIQLO products better. 5.3.2.3 Store interior From the empirical results comparing the store interior and consumer behavior, it indicated that the store interior of UNIQLO stores should be added more details on the board description such as unit measurement of clothing sizes. Some customers may not be familiar with units of measure in centimeters, but may familiar with units in inches. Therefore, UNIQLO should consider about facilitate the consumer to choose the product easier, such as adding details of size units in inches because UNIQLO products have size units in centimeters only. This will lead to attracting customers with better expences and frequencies of buying products. 5.3.2.4 Interior displays From the empirical results comparing the interior displays and consumer behavior, it indicated that the interior displays of UNIQLO stores should be added prop and adjusted the color tones to suit the clothing of each season and also should focus on the children zone as well by having a bright and colorful color, and suitable for the children of every age. This is to create a 123 new novelty in the shopping experience of existing customers, can attract the attention of new customers, and lead to attracting customers to increase the expenses and the better frequencies of buying products as well.

5.4 Suggestion for Future Research 1. This research has conducted only some factors of demographic, elements of visual merchandising, and consumer behavior, so it is the limitation in using the research results in general because the analysis result may not be widely referenced to all other business so it is worth to study other factors that influence consumer buying behavior by adding other different factors for research result to can expand to create more knowledge. 2. This research has a limitation in the questionnaire that there were too few questions for each element of visual merchandising. Thus, those questions cannot cover all definitions of those terms. Therefore, future research should be considered on the factors, and also the definitions of the terms to make research more reliable. 3 . For the next research should study in other areas outside Bangkok. It is to use the information to develop and improve marketing strategies and others to suit each area because UNIQLO has many branches in Thailand, the result for the need of consumers in each area may be different.

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APPENDIX

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A Questionnaire: The Effects of Visual Merchandising on Consumer Buying Behavior: In Case of UNIQLO Stores in Bangkok

Explanation 1. This questionnaire has the purpose of studying the effect of visual merchandising on consumer buying behavior: In case of UNIQLO stores in Bangkok 2. This questionnaire divided into three parts which are 1) Questionnaire about demographics. 2) Questionnaire about the effects of visual merchandising on consumer buying behavior. 3) Questionnaire about consumer buying behavior.

Part 1 Questionnaire about demographic Please choose the answer and answer the question that most accurately matches your reality, only one answer. Gender Male Female Age Less than 20 years old 20 – 30 years old 31 – 40 years old Older than 40 years old Occupation Student Government officers/ Company employees Self-employed/ Merchant/ Etc.

130

Income Less than 15,000 baht 15,000 – 25,000 baht 25,001 – 35,000 baht 35,001 – 45,000 baht More than 45,000 baht

Part 2 Questionnaire about the visual merchandising effect on consumer buying behavior Please choose only 1 answer that is most appropriate to your feelings or opinions (Very important = 5, More important = 4, Moderate = 3, Less important = 2, Not important = 1).

Visual merchandising effect on Opinion levels

consumer buying behavior 5 4 3 2 1

Storefront

The attractiveness of the UNIQLO brand logo.

The attractiveness of the storefront.

Storefront displays reinforce the image of the

UNIQLO brand.

Store Layout

The checkout point adequacy.

The convenience of using the fitting rooms.

Space planning is easy to find products. 131

Store Interior

Details of the clothes shown clearly on the board

description.

Brightness inside the stores.

Sorting products clearly by using categories

Interior Display

The attraction of the promotional labels at the

point of purchase.

The convenience of product picking.

The colors used in the store interior are suitable.

Part 3 Questionnaire about consumer buying behavior Please answer the question that most accurately matches your reality.

Frequencies of purchasing per month …………………………………

Expenses of purchasing per time …………………………………….

132 AUTHOR BIOGRAPHY

Author: Miss Natsynee Phongjarukupt Degree: Bachelor of Business Administration Date of birth: January 14, 1998 Place of birth: Bangkok, Thailand High school education: Debsirinromklao School Major: Intensive English Program

Author: Miss Puncharat Banditakhrawong Degree: Bachelor of Business Administration Date of birth: July 8, 1997 Place of birth: Samutprakan, Thailand High school education: Streesmutprakan School Major: Arts-Math Program

Author: Miss Pakdipron Rattanarpun Degree: Bachelor of Business Administration Date of birth: July 11, 1998 Place of birth: Samutprakan, Thailand High school education: Streesmutprakan School Major: Arts-Math Program