A Study On The Differences Of Sino - Thai Market In H & M Brand

The purpose of this research is to study H&M brand’s marketingin both Thailand and China market. The author hopes the result of this study could reveal how Thai consumers and Chinese consumers see H&M brand, in terms of Brand personality towards purchase intention. Moreover the result could tell us whether there is the difference of the brand personality result between consumers on both Thailand and China which could affect to purchase intention or not. To do so, the samples of 400 people in Thailand and 300 people in mainland China were asked to complete a survey. The gathered data were then analyzed using the statistic analyzed software, SPSS 16.0 for window. The participants’ demographic characteristics were calculated by using Descriptive Statistics method. Percentage, Standard Deviation, for the analysis of attitude scales of brand personality and purchase intentions on H&M brand. Using Sample t-test analysis and ANOVA method to approach the result of analyze whether there are differences between or within the group sample. Then result was summarized to answer the above question on this research. The author hopes the results of this study can be used as research material and help other researchers learn more market situation both side of consumers.