| Author | Afzal, Shahid |
| Call Number | AIT RSPR no. SM-95-38 |
| Subject(s) | Consumer behavior--Thailand--Bangkok
|
| Note | A research study submitted in pa1tial fulfilment of the requirement for the degree of Master of Business Administration. |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-95-38 |
| Abstract | In this research project, an effort was been made to study the effects of country of origin of cotton on the buying behavior of consumers of cotton apparel, with a focus on cotton casual wear apparel, in the context of Cotton US.A Mark Promotion Campaign being conducted by Cotton Council International (CCI). A consumer survey of mall intercept interviews was used for this purpose. At the same time an industrial survey was also conducted among Thai cotton importers to know their impression about U.S. cotton and importance of country of origin of cotton in Thai cotton industry. This consisted of in-depth interviews with five cotton importers which are importing U.S . cotton. It was noted that the general impression among cotton importers of Thailand is that U.S. cotton has higher quality as well as price. The results of consumer survey showed that Thai consumers of cotton casual wear do not give importance to country of origin of either material or garments. The characteristics which are generally given importance are design and style of the garments and their price. Thai consumers of cotton casual wear garments tend to be quite ethnocentric and claim to prefer products made in domestically over those made abroad, as well as products made of Thai cotton over those made of imported cotton. It was also noted that these consumers are very value conscious. |
| Year | 1995 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-95-38 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration in International Business (Publication code = SM) |
| Chairperson(s) | Speece, Mark W. |
| Examination Committee(s) | Igel, Barbara;Hertzberg, Ellen |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1995 |