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The Analysis of Influencing Factors of Cheeze Magazine to Clothes Buying and Dressing of
Undergraduates in Bangkok Metropolitan Area
œ£œœšr ®°¤»—1 ¨³ª¦›´ ¤³œ³»œš¦2*
Noppanon Homsud1 and Worratat Manasoontorn2*
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œ· ˜¥µ¦ Cheeze ‡º° ¤¸ ‡ªµ¤œÄ‹Äœ„µ¦Â˜nŠ˜´ª –³š¸É„µ¦ª·Á‡¦µ³®r°Š‡rž¦³„°®¨´„ ¡ªnµ µ¤µ¦™ÂnŠž{‹‹´¥ 20
ž{ ‹‹´¥ ŗoÁž}œ 3 °Š‡rž¦³„° ‡º° ‡ªµ¤‡·—¨³š´«œ‡˜· ‡ªµ¤¦¼o ¹„¨³¡§˜·„¦¦¤ ¨³ „¦³ªœ„µ¦˜´ —·œÄ‹ŽºÊ°
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Abstract
The objective of this research is to analyze influencing factors of Cheeze magazine to clothes buying and
dressing of undergraduates in Bangkok metropolitan area. 400 undergraduates are used to be samples, while
questionnaires are instruments, and statistical technique used in this research are frequency, percentage, mean,
standard deviation, and principal component analysis. It is found that the most reason why the samples read
Cheeze is to be interesting in dressing. It is also found that 20 factors can divided into 3 components consist of
Thought and Attitude, Feeling and Behavior, and Decision Making in Purchasing Process
Keywords: Clothes and dressing, Cheeze magazine, Factor analysis
1 Ÿ«. ®¨´„¼ ˜¦„µ¦˜¨µ— ‡–³ª·š¥µ„µ¦‹´ —„µ¦ ¤®µª·š¥µ¨´¥«·¨žµ„¦ Á¡¦»¦¸ 76120
Asst. Prof., Program in Marketing, The Faculty of Management Science, Silpakorn University, Petchaburi 76120
2 œ´„«¹ „¬µž¦·µ˜¦¸ ®¨´„¼˜¦„µ¦˜¨µ— ‡–³ª·š¥µ„µ¦‹´—„µ¦ ¤®µª·š¥µ¨´¥«·¨žµ„¦ Á¡¦»¦¸ 76120
Bachelor Degree Student of Program in Marketing, The Faculty of Management Science, Silpakorn University, Petchaburi 76120
*Corresponding Author : Ú¦«´¡šr 084-099-0499 E-Mailwazzanoten@hotmail.com