The Image of Bangkok as a Fashion City.docVIP

The Image of Bangkok as a Fashion City 　　[a]Department of Statistics, Faculty of Commerce and Accountancy, Chulalongkorn University, Phayathai Road, Bangkok 10330, Thailand. 　　*Corresponding Author. 　　Address: Department of Statistics, Faculty of Commerce and Accountancy, Chulalongkorn University Phayathai Road, Bangkok 10330, Thailand. 　　Received 26 February 2012; Accepted 30 April, 2012 　　Abstract 　　There are two main purposes of this study. The first purpose was to investigate the perception of and exposure to the project “Bangkok: The Fashion City”, study the image of the project “Bangkok: The Fashion City” by comparing it to the image of Tokyo, Hong Kong (China) and Singapore as a fashion hub. And the second purpose was to segment consumers on the basis of their opinions toward Bangkok as Asia’s fashion hub in an effort to understand the characteristics of consumers in Thailand and abroad and study the characteristics of consumers in Thailand and abroad by considering their opinions toward establishing Bangkok to be Asia’s fashion hub. The participants were selected from those living in 7 capital cities in the following countries: Thailand, Japan, Malaysia, Indonesia, Hong Kong (China), Mainland China and Singapore. The sampling technique employed was quota sampling by sex and age. To make comparisons between the images perceived by people from Thailand, Japan, Singapore and Hong Kong (China), a paired t-test and a correspondence analysis were used. In addition, nonhierarchical cluster analysis was conducted to classify the consumer opinions toward Thailand’s fashion industry. Regression analysis and discriminant analysis were used to find factors affecting consumer views on Thailand’s fashion industry. For the findings, we found out that foreigners were not informed of the happenings in the country’s fashion business. Most of the respondents were exposed to this subject via television while those from Malaysia and Singapore obtained the information via ma