PURCHASING BEHAVIOR AND DECISION MAKING

ON INSTAGRAM FOR THAI SMEs FASHION SHOE

BRANDS BY THAI FEMALE CONSUMERS

IN BANGKOK

BY

MISS PHUPANA KANDCHAND

AN INDEPENDENT STUDY SUBMITTED IN PARTIAL

FULFILLMENT OF

THE REQUIREMENTS FOR THE DEGREE OF

MASTER OF SCIENCE PROGRAM IN MARKETING

(INTERNATIONAL PROGRAM)

FACULTY OF COMMERCE AND ACCOUNTANCY

THAMMASAT UNIVERSITY

ACADEMIC YEAR 2017

COPYRIGHT OF THAMMASAT UNIVERSITY

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PURCHASING BEHAVIOR AND DECISION MAKING

ON INSTAGRAM FOR THAI SMEs FASHION SHOE

BRANDS BY THAI FEMALE CONSUMERS

IN BANGKOK

BY

MISS PHUPANA KANDCHAND

AN INDEPENDENT STUDY SUBMITTED IN PARTIAL

FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE

OF MASTER OF SCIENCE PROGRAM IN MARKETING

(INTERNATIONAL PROGRAM)

FACULTY OF COMMERCE AND ACCOUNTANCY

THAMMASAT UNIVERSITY

ACADEMIC YEAR 2017

COPYRIGHT OF THAMMASAT UNIVERSITY

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Independent Study Title PURCHASING BEHAVIOR AND DECISION

MAKING ON INSTAGRAM FOR THAI SMEs

FASHION SHOE BRANDS BY THAI

FEMALE CONSUMERS IN BANGKOK

Author Miss Phupana Kandchand

Degree Master of Science Program in Marketing

(International Program)

Major Field/Faculty/University Faculty of Commerce and Accountancy

Thammasat University

Independent Study Advisor Professor Kenneth E. Miller, Ph.D.

Academic Year 2017

ABSTRACT

With the growing number of Instagram shoppers and the overall expansion of

social commerce in Thailand, knowledge about consumer behavior on Instagram is

important for a strong development of Instagram-based Thai SMEs fashion shoe

brands.

This research was conducted on twenty-five in-depth interviews and

secondary data in order to identify consumer general shopping behavior on Instagram

and their perceptions towards both Instagram itself as a platform for social commerce

and Thai SMEs shoe brands on Instagram. This research also aimed to analyze the

market opportunity of these shoe brands.

The research found that even though the high traffic time is toward the

evening, before bedtime, and during vacation, Instagram usage is not exclusive to any

specific period, but scattered throughout the day in the form of micro-moments.

Respondents perceive Instagram to be an inspirational and welcoming fashion-

oriented platform. It is preferred over e-marketplace for its sense of community which

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is created from how it allows users to evaluate popularity of brands by interacting

with their social groups on Instagram. Interpersonal communication between seller

and customer also encourages emotional comfort and trust. LINE application is used

as a gateway of communication.

Respondent perceptions toward Thai SMEs fashion shoe brand are generally

positive in terms of quality and design, though a large number of brands are deemed

to lack identity and uniqueness, building a negative stereotype for Thai SMEs fashion

shoe market.

According to many respondents, while design is the key trigger of interest,

quality and using experience determine brand loyalty and tendency of repurchase.

Three segments were identified and analyzed to understand consumer

behavior on Instagram.

1) Trend explorers - impulsive shoppers who usually age between 25-28

years old. Trend explorers prioritize on what is the latest trend and are

prone to be influenced by social groups and celebrities. They are highly

active on Instagram with Stories as the most used feature.

2) Active lifestyle shoppers – critical thinkers who usually age between 29-

35 years old. They often do extensive research before purchasing. They

prioritize on function, self-expressive benefits and uniqueness over trend.

Active lifestyle shoppers tend to be reserved from posting and revealing

themselves on Instagram. Collections and hashtag-following are the most

used features among this group.

3) Cinderella shopper – consumers who have problem with availability of

size in mass market. They look for customized service and have high

customer lifetime value.

Keywords: Social commerce, Consumer behavior, Instagram, Fashion shoe,

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ACKNOWLEDGEMENTS

I would like to take this opportunity to express my deep gratitude

to Prof. Dr. Kennet E. Miller for his generous support, patient guidance, and valuable

comments over the past nine months of this independent study. Without his advice

and support, this independent study would never be a reality.

I would like to thank all of my interviewees who dedicated their time to give

valuable insights for this study. Also, I would like to thank all MIM office staffs for

their exceptional dedication and assistance, even on weekends. My gratitude also

extends to all the MIM30 classmates, who has been very generous and supportive.

Finally, I wish to thank my mother and brother for their support and

encouragement throughout my study.

Miss Phupana Kandchand

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TABLE OF CONTENTS

ABSTRACT (1)

ACKNOWLEDGEMENTS (3)

TABLE OF FIGURES (7)

CHAPTER 1 INTRODUCTION 1

CHAPTER 2 REVIEW OF LITERATURE 4

2.1 Framework of the study 4

2.1.1 Consumer Decision Journey 4

CHAPTER 3 RESEARCH METHODOLOGY 6

3.1 Qualitative research method 6

3.1.1 Exploratory research 6

3.1.2 Primary research 6

3.1.3 Sample selection and qualification 6

CHAPTER 4 RESULTS AND DISCUSSION 8

4.1 Data analysis by objectives 8

4.1.1 Objective 1: To explore online market situation in Thailand 8

4.1.1.1 The rise of consumer power 9

4.1.1.2 The rise in popularity of functional fashion shoes 9

4.1.1.3 Generation Z 10

4.1.1.4 Instagram Shopping feature 10

4.1.2 Objective 2: To determine consumer attitude and opinion toward Instagram

platform. 11

4.2.1 Key finding 1: Respondents have series of Instagram micro-moments

throughout the day 11

4.2.1.1 Respondents use Instagram on the way home orbefore bedtime. 12

4.2.1.2 Respondents use Instagram while traveling 12

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4.2.2 Key finding 2: Facebook and LINE are used interchangeably with

Instagram 12

4.2.3 Key finding 3: Respondents use LINE instead of Instagram Direct Message

to communicate with sellers 12

4.2.4 Key finding 4: Power of the crowd makes Instagram a more trustworthy

platform than e-marketplace 13

4.2.5 Key finding 5: Respondents perceive Instagram as a convenient platform

for shoe shopping 13

4.2.5.1 Time saving 13

4.2.5.2 Hashtags 14

4.2.6 Key finding 6: Respondents perceive content on Instagram as an up-to-date

source of fashion 14

4.2.7 Key finding 7: Respondents perceive number of “following” as an asset for

controlling their experience on Instagram 14

4.2.7.1 Useful contents with consistent tonality are more desirable to follow 14

4.2.7.2 Hashtag following feature allows customers to not follow 15

4.2.7.3 Collections feature allows consumers to optimize their connections 15

4.2.8 Respondent experience toward advertisements 16

4.2.8.1 Respondents will interact with ads only if they match with their

interest 16

4.2.8.2 Target profiling issues 16

4.1.3 Objective 3: To study consumer behavior toward Thai SMEs fashion shoe

brands on Instagram 16

4.1.3.1 Perception of quality and image of Thai SMEs fashion shoes purchased

through Instagram. 16

(1) Quality and durability 16

(2) Image and design 17

4.1.3.2 Importance of the attributes of Thai SMEs fashion shoes on Instagram 17

(1) Supportiveness and comfortability are the priority 17

(2) Design, trend, self-expressive benefits 18

(3) Durability and quality of craftsmanship 19

(4) Country of origin 19

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(5) Sizing and availability of brick-and-mortar distributions 20

(6) Service 20

4.1.3.3 Attitude and opinion toward brand proposition of Thai SMEs fashion

shoe business on Instagram 20

4.1.3.4 Risks perceived by Thai female consumers in purchasing Thai SMEs

fashion shoes through Instagram 23

4.1.3.5 Consumer behavior in each Decision Journey Process 23

(1) Stage one: Initial consideration set 23

(2) Stage two: Active evaluation 24

(3) Stage three: Moment of purchase 24

(4) Stage four: Post-Purchase experience (Loyalty loop) 25

4.1.4 Objective 4: To determine segments of Thai SMEs fashion shoe shoppers on

Instagram 26

4.1.4.1 Trend explorers 26

4.1.4.2 Active lifestyle shoppers 27

4.1.4.3 Cinderella shoppers 28

CHAPTER 5 CONCLUSIONS AND RECOMMENDATIONS 30

5.1Conclusions and recommendations 30

5.1.1 Conclusions 30

5.1.2 Recommendations 30

REFERENCES 32

APPENDICES 34

APENDIX A: Thai female shoe shoppers in-depth interview questions 35

APENDIX B: Instagram shoe brand owners in-depth interview questions 38

APENDIX C: Thai shoe designers and manufacturers in-depth interview

questions 40

BIOGRAPHY 41

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TABLE OF FIGURES

Figure 2.1: Consumer Decision Journey model 4

Figure 2.2: Consumer Decision Journey model by David C. Edelman 5

Figure 4.1: Adidas's YEEZY 9

Figure 4.2: Instagram Shopping feature 10

Figure 4.3: Instagram Stories feature 11

Figure 4.4: Instagram Collection feature 15

Figure 4.5: Oyster Footwear 22

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CHAPTER 1

INTRODUCTION

Thailand is ranked eighth in countries with the highest number of active

Facebook users in the world. The number is forty-eight million active users from

fifty-one million internet users. In 2017, social media penetration rate in Thailand has

reached 67%. Instagram penetration in Bangkok is 19%, higher than worldwide

average of 11%. The number of Instagram users in Thailand is showing sign to be the

fastest-growing in Asia Pacific, increasing to 12.4 million users in 2018 (Bangkok

Post, 2018)

As stated by SCB Economic Intelligence Center, up to 51% of shoppers in

Thailand turn away from e-marketplace like Lazada, Alibaba, or Amazon.

Alternatively, Thai online shoppers prefer commerce through social media platforms

such as Facebook or Instagram, in which 60% of all products are fashion products.

Social commerce in Thailand claims a larger portion of online commerce than any

country in the world. (SCB Intelligent Center, 2017)

Social commerce is an important part of overall picture of e-commerce. By

understanding consumer behavior in social commerce, business owners and marketers

can improve customer experience and satisfaction. Purchasing behavior and

decision making on Instagram for Thai SMEs fashion shoe brands by Thai

female consumers in Bangkok is a qualitative research conducted on twenty-five

respondents who are fashion shoe customers, brand owners, a shoe maker and a shoe

manufacturer.

Objectives of this research are as follow:

1. To evaluate online fashion market situation in Thailand

1.1. To explore online fashion market trend in Thailand between 2017-2019

1.2. To identify market opportunity of online fashion shoe market

2. To determine consumer attitude and opinion toward Instagram as platform.

1.1. To determine consumer attitude and opinion toward Instagram features

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1.2. To analyze consumer experience toward advertisement on Instagram

2. To study consumer behavior toward Thai SMEs fashion shoe brands on Instagram

2.1. To identify consumer perception of quality and image of Thai SMEs fashion

shoes being purchased through Instagram.

2.2. To evaluate the attributes of Thai SMEs fashion shoes on Instagram

2.2.1. Functional attribute

2.2.2. Emotional attribute

2.2.3. Country of origin

2.3. To evaluate the attitude and opinion toward brand proposition of Thai SMEs

fashion shoe business on Instagram

2.4. To evaluate the risks perceived by Thai female consumers in purchasing Thai

SMEs fashion shoes through Instagram

2.5. To determine consumer behavior in each step of Consumer Decision Journey

process

2.5.1. Initial consideration

2.5.2. Active evaluation

2.5.3. Moment of purchase

2.5.4. Post-purchase experience (loyalty loop)

3. To identify segments of Thai SMEs fashion shoe shoppers on Instagram

With these objectives, the study aims to provide insights and overview of online

shoe customer behavior along with raising certain points of concern and

improvement, which can be applied to develop SMEs shoe brand on social commerce

platform. The result of this study will answer the following questions;

- How do consumers perceive Instagram as a social commerce platform?

- How do consumers perceive Thai SMEs fashion shoe brands on Instagram?

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- How to create a product that satisfies consumer demands?

- What are threats and possible opportunities for Thai SMEs fashion shoe brand

on Instagram?

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CHAPTER 2

REVIEW OF LITERATURE

2.1 Framework of the study

Consumer Decision Journey model (CDJ model) is the method used in this

research for qualitative data analysis and interpretation. Each stage of decision

journey will be analyzed to find factors that enhance consumer satisfaction and

loyalty.

2.1.1 Consumer Decision Journey

Figure 2.1: Consumer Decision Journey model

Consumer Decision Journey was first proposed by McKinsey & Company in

2009. The new model portrays the shifting paradigms of consumer decision-making

process in digital era (David Court, 2009). Instead of going through a linear process,

consumers in digital era are constantly exposed to new information, causing their

evaluation to be actively progressive along the whole decision journey. The process,

however, will form a loop if the consumers start using social network to express their

advocacy or hate in their interaction with brands and other consumers. Consumers

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will either begin their "loyalty loop” where they enjoy deeper relationship with the

brand or continue the active evaluation in a journey to satisfy their demands.

The activities inside loyalty loop were further explained by David C. Edelman,

a global leader in digital marketing and sales at McKinsey & Company. His article

was published in Harvard Business Review in December 2010, explaining enjoyment,

advocacy, and bonding, inside loyalty loop. (Edelman, 2010)

Figure 2.2: Consumer Decision Journey model by David C. Edelman

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CHAPTER 3

RESEARCH METHODOLOGY

This research was conducted through qualitative method. The respondents

were determined by convenience sampling with snowball technique applied.

3.1 Qualitative research method

3.1.1 Exploratory research

Secondary Data

Gathering related data regarding social commerce and Instagram. Secondary

research was conducted from online articles and existing researches.

3.1.2 Primary research

In-depth interviews

The in-depth interviews were conducted on twenty-five respondents. The

sample was divided into 3 groups

1. Shoe brand owners

2. Thai shoe designer

3. Thai female Instagram shoe shoppers

3.1.3 Sample selection and qualification

1) 5 shoe brand owners

a. Must have at least 2,000 followers on Instagram

2) 1 Thai shoe designer

a. Must have at least 5 years of experience in shoe designing and making

3) 20 Thai female online shoe shoppers

a. Female with Thai nationality

b. Aged between 25-35 years old

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c. Living in Bangkok

d. Earning at least 20,000 baht per month

e. Purchased shoes online in the past 3 months

f. Interested in fashion shoes

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CHAPTER 4

RESULTS AND DISCUSSION

4.1 Data analysis by objectives

4.1.1 Objective 1: To explore online market situation in Thailand

In 2017, the value of e-commerce in fashion clothing and accessories

industry is accounted for 54,445 million baht, in which 98% is from B2C segments.

The number has grown by 22.15% from 2016.

The larger part of fashion e-commerce was owned by enterprises. But

in 2016, the growth of enterprise portion is slowing down from 101.96% in 2016 to

9.27% in 2017. SME portion showed higher growth, increasing from 2.96% in 2016

to 18.35% in 2017. (ETDA, 2017) (Value of e-Commerce Survey in Thailand 2017)

In case of SMEs in Thailand, in 2017, the established business

ownership rate of growth is 27.5%, making Thailand the second rank among sixty-

five countries, according to Global Entrepreneurship Monitor survey for 2016-2017

(Babson College, 2017). The survey on global entrepreneurship by Babson College,

Massachusetts, shows that a large number of Thais have positive attitude toward

entrepreneurial profession. The image of entrepreneur was admired by Thai society.

Importantly, a large number of Thais who want to be entrepreneurs are women.

Unfortunately, despite the growth of SMEs, social commerce has

quickly become a red ocean where fashion products are imported from the same

source but selling at different prices. Instead of using social media to build brand,

many Thai SMEs are only using social media to reduce marketing cost. (Promsit,

2018)

In addition, the government is unable to gain full economic benefits

from social commerce, due to taxation method that cannot fully track online

transaction.

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4.1.1.1 The rise of consumer power

With the power of social network, consumers can now contact

artists and business owners to make purchase directly. Middle men such as physical

retails and shopping mall have become less important, especially for fashion product

categories.

The internet has become an extensive information source for

Thai consumers. Consumer can design their experience of how they would like to

interact with a brand, or brands at the same time, across various touch points. The

consideration path has become vastly extended as consumers gain higher power of

choice.

4.1.1.2 The rise in popularity of functional fashion shoes

As the trend of active lifestyle grows, functional fashion shoes,

such as Nike and Adidas sneakers, have become more popular among women. Adidas

has double-digit value growth in 2017 when the brand launched the limited-edition

sneakers, Originals NMD and Adidas Originals YEEZY BOOST 350Vs.

(Euromonitor International, 2018)

Figure 4.1: Adidas's YEEZY

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4.1.1.3 Generation Z

Generation Z is showing sign of using Instagram more than

Facebook. In the next few years, Generation Z will enter the job market and become

main part of economy, just like Generation X and Y in the past decades. According to

a survey by Mahidol University, online users aged between 16-30 years old are more

likely to buy fashion products through Instagram over Facebook. And shoppers aged

below twenty years old are more likely to finish their transactions online without

switching between online and brick-and-mortar channels (Positioning Magazine,

2017).

4.1.1.4 Instagram Shopping feature

Instagram Shopping feature introduces users to a new shopping

experience. Sellers can simply post a picture that displays several products on models

and put tags on the products. By clicking tags that are floating over products,

customers will be led to information about them, inside and outside Instagram feed.

Shopping feature aims to give a short cut to product information and shorten

consideration path. Also, the feature allows sellers to create seamless experience

between Instagram, Facebook, LINE, and their business websites (Instagram, 2018).

Figure 4.2: Instagram Shopping feature

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4.1.2 Objective 2: To determine consumer attitude and opinion toward

Instagram platform.

The result from the in-depth interviews can be summarized into seven key

findings.

4.2.1 Key finding 1: Respondents have series of Instagram micro-

moments throughout the day

Some respondents developed a habit of many short browsing

throughout the day. Their interaction with Instagram can be reflected as a mean to

reduce stress and boredom. The micro-moments usually occur in stressful

surroundings (Ramaswamy, 2015), for example, when respondents are stuck in a

traffic or on crowded public transportations.

Respondents found that “Instagram Stories” feature comes in

suitable length (between 1 -15 seconds) (Instagram, 2016). Some respondents have

shifted from photo posting to Stories and mostly use Stories above any features.

Figure 4.3: Instagram Stories feature

“Stories is very easy to use and it stays only for twenty-four

hours. I don’t have to worry much about how people would think about me. When it’s

gone, it’s gone for good,”

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Brand owners are also impressed by the power of Stories. Oyster

Footwear brand owner told her experience toward Stories, “Many customers saw

shoes on my shop’s Stories and they decided to buy in only 2-3 minutes.”

4.2.1.1 Respondents use Instagram on the way home orbefore

bedtime.

Statistically, Instagram is the most crowded from toward

5 pm to 10 pm (Positioning Magazine, 2016), the time which Thai office workers are

generally dismissed from work. The same result is found in the interviews.

Respondents are more active on the evening and before bedtime.

4.2.1.2 Respondents use Instagram while traveling

“I like using Instagram while traveling, so I can take a

photo and post it instantly without much worry, because I don’t have many real-life

acquaintances on Instagram. There are only close friends on Instagram. Vacation is

supposed to be a relaxation and Instagram gives me privacy.”

4.2.2 Key finding 2: Facebook and LINE are used interchangeably

with Instagram

Respondents consider shopping on Facebook and LINE to be

interchangeably with Instagram. For instant, shoe brands usually connect to

consumers through more than one social network channel.

Still, on personal preference, respondents favor the platform for

its clearer and more organized experience. Picture of product on Instagram has higher

quality with long description hidden away. Some respondents said that “it’s more

convenient to basically look through pictures without having words that interrupt their

sights.”

4.2.3 Key finding 3: Respondents use LINE instead of Instagram

Direct Message to communicate with sellers

There are forty-one million LINE users in Thailand, making it

the biggest instant messaging application in Thailand. It has become a necessity for

communication, either for daily life or shopping (Voice TV, 2017). LINE is also an

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important social commerce gateway that is used interchangeably with Facebook or

Instagram. Direct conversation with sellers through instant messages gives consumer

emotional comfort and assurance during digital shopping.

Respondents who are consumers stated that they had to use LINE

to directly communicate with the sellers, according to the preference of the shop. This

changing and switching between platform, in their point of views, may interrupt the

shopping experience.

On the seller side, according to the in-depth interviews, LINE is

more convenient since it can be used as a hub of interpersonal communication across

any platform. “Many customers tried to reach me through Instagram Direct Message

but there was no notification shown, so I lost that customer. Instagram Direct

Message just doesn’t work for my business,” a respondent said.

4.2.4 Key finding 4: Power of the crowd makes Instagram a more

trustworthy platform than e-marketplace

E-marketplaces, such as Lazada or 11Street, are perceived to be

too cluttered. Products on e-marketplaces lack quality in terms of both product and

presentation. With basket-and-transaction process, respondents cannot feel human

interaction. They also miss the opportunity to bargain or negotiate.

On the contrary, Instagram has a sense of community which

allows respondent to see whether the shop is followed and trusted by the crowd or

not. Shops that associate with friends, celebrities and bloggers tend to be more trusted

by shoppers.

4.2.5 Key finding 5: Respondents perceive Instagram as a

convenient platform for shoe shopping

4.2.5.1 Time saving

Respondents found themselves too busy for brick-and-

mortar shopping when they have a sudden urge to shop. Instagram is a quick and easy

solution.

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4.2.5.2 Hashtags

Hashtags help respondents to compare hundreds of

product photos posted by other users. These user-generated contents can show the

same product in various perspectives. Thus, this feature helps respondents to make

decision more effectively.

4.2.6 Key finding 6: Respondents perceive content on Instagram as

an up-to-date source of fashion

According to the interviews, respondents do not only follow

friends and bloggers, they also intentionally follow shops, treating their contents as an

up-to-date source of fashion, as if they were reading fashion magazines.

“I usually look through Instagram for fashion inspiration.

Occasionally I would follow or search for shops with beautiful fashion photos and

screenshot them for later reference,” said a respondent. Some respondents also stated

that they might follow shops that have beautiful photos. Although they haven’t bought

anything from these shops, they can sometimes function as good fashion references.

4.2.7 Key finding 7: Respondents perceive number of “following”

as an asset for controlling their experience on Instagram

One person cannot follow every interesting content on Instagram

when each user has only around eight hours of internet usage per day.

4.2.7.1 Useful contents with consistent tonality are more

desirable to follow

Some respondents avoid following shops that do not have

consistency of content, even though they may buy from these shops. “Instagram is a

private place," one of the respondents mentioned. “I shop on Instagram a lot, but I

only follow my friends and some of the shops that have consistent tonality. I don’t

want my feed to be clustered with something that makes me feel off.”

Some respondents, even though they have bought many

products from the shop, might not follow the shop, making them less likely to bond

with the brand or keep up with news and promotions.

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The reason why respondents refuse to follow the shop

they often purchase from is the disorganized and inconsistent tonality of content.

When the shop posts too many photos that customers cannot relate to, the shop will

eventually be unfollowed and ignored.

4.2.7.2 Hashtag following feature allows customers to not

follow

Respondents also use “hashtag following” feature to keep

up with the specific style of items. By following a hashtag, the tagged content will

come up for customer without the need to keep an eye on so many Instagram

accounts.

4.2.7.3 Collections feature allows consumers to optimize their

connections

Collections feature allows respondents to save desired

products to their own collections and later return to compare between products before

purchasing decision. Some respondents consider Collections feature as a way to avoid

following accounts that they do not really want to be connected with in the long-run.

Figure 4.4: Instagram Collection feature

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4.2.8 Respondent experience toward advertisements

4.2.8.1 Respondents will interact with ads only if they match

with their interest

Many respondents feel that the increasing number of ads

are becoming invasive and irritating. Some never click the ads. However, there

are also those who admitted that sometimes they click the ads if the content truly

matches their interests. Bad design makes the audience feel invasive. Random product

with out-of-place image looks invasive among beautiful contents and could repel

respondents away.

4.2.8.2 Target profiling issues

Target profiling for ads is an issue mentioned by the

respondents. An LGBT respondent identifies a problem with target profiling. “My

favorite type of shoes are loafers that go with my manly fashion but still fit my petite

feet. Anyhow, Instagram ads keep feeding me feminine products that I would never

use in this life, thinking that I am a heterosexual female.”

By using demographic targeting based on sex, brands

could capture the right sex but wrong gender and psychological attitude. Brands

should instead prioritize on preference and behavior of the target.

4.1.3 Objective 3: To study consumer behavior toward Thai SMEs

fashion shoe brands on Instagram

4.1.3.1 Perception of quality and image of Thai SMEs fashion

shoes purchased through Instagram.

(1) Quality and durability

Respondents perceive Thai brands to have higher quality

of materials and needlework than imported shoes from Thai’s neighboring countries

or China. But, once compared with Japanese or American shoes, respondents think

that Thai shoes are still inferior in terms of quality of material and durability.

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Low durability and support are negative images

mentioned by many respondents. “Durability is better than Chinese-made, but I wish

they would last longer. Also, I always have problem with shoes soles which are too

thin. The soles worn off pretty quickly.”

(2) Image and design

One respondent also pointed to another aspect about Thai

design, “I love Thai design and how they compose their shop photo. But, these day,

many brands start to look all the same. It’s quite boring. For example, flats with little

bow in the front. I see them at every shop and they all look the same”

A respondent who is a graphic designer and an Instagram

shoe shopper gave a strong opinion toward Thai shoe brands, “Thai designers have

the potential but they lack identity. Sometimes, [their products] turn out to be a

combination of many high-end brands, like mixing Chanel and Miu Miu in one

shoes.” She also added, “Thai brands should focus more on identity, not just pretty

design.”

4.1.3.2 Importance of the attributes of Thai SMEs fashion shoes on

Instagram

(1) Supportiveness and comfortability are the priority

Supportiveness and comfortability are two attributes that

were always mentioned side-by-side. Still, according to the respondents, they are two

different concepts.

Supportiveness is the way shoes reflect the force of steps

back into the feet. Supportive shoes allow the wearer to jump or stand up for several

hours without hurting the feet. On the other hand, comfortability is the way shoes

caress the feet. It is the attribute we refer to when we talk about the softness,

lightness, airiness, and firmness of the shoes. The precise definition of comfortability

and supportiveness varies from person to person, but most respondents concluded

them into one phrase; “shoes that do not bite.”

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“Shoes that do not bite” is the fundamental criteria used

by respondents to evaluate Thai shoes. One of the respondents said, “I understand that

any shoes could bite no matter how expensive they are. But it is really irritating when

shoes bite and I cannot do anything but enduring the pain until they soften up. Some

shoes I bought are so pretty but I cannot wear them.”

Another respondent said, “My feet are very small. There

are not many shoes of my size available in store. But if I tried a pair of shoes and they

fit me perfectly, I would go back the next day and buy two more."

Comfortability and supportiveness are the baseline that

most respondents perceive as a necessity for a pair of shoes. “Shoes that do not bite

have more meaning than fashion,” said a respondent who invested 30,000 baht on

Yves Saint Laurent high heels. “I rarely wear those shoes, but it is actually very

comfortable”

Anyhow, a respondent pointed out, “I can exchange

comfortability for style if it actually is worthy. If you are looking for comfort you

wouldn’t wear stiletto heels or pumps in the first place”. Nevertheless, the

relationship between comfortability and personal endurance is subjective and is open

for further debate.

(2) Design, trend, self-expressive benefits

Trendy design is the most important criteria for

respondents who are impulsive shoppers. A respondent who is an impulsive shopper

said, “Shoes I usually buy are not that expensive I spend around 500 to 1,000 baht per

pair. If they look trendy and suit my wardrobe, I buy. I don’t think much. I buy when

I’m stressed out. Shopping is a therapy. I tend to have so many shoes with the same

design, flat shoes with pointy front. If they don’t fit, I’ll just give it away.”

Another type of respondents tends to be more reserved

and critical when buying shoes. They do not only look for beauty, shape, or colors.

They choose a pair of shoes that is compatible with how they want to express

themselves (self-expressive benefits).

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“I am not a fashionable person but I have my own style”

said a respondent who usually spends weeks or a month to make a decision. “Fashion

and style are two separate things. People who wear trendy shoes might have no style

or unique look, while people who have style and unique look might not choose

fashionable shoes.”

Another respondent also gave a point of view toward the

importance of self-expressive benefits in shoes. The respondent claimed that shoes are

supposed to build good manner, confidence and self-positivity; “Shoes define

personality. It shows how positive that person think of oneself. It might sound

peculiar but I often foresee people’s personality based on shoes."

There is also a general concern toward the adaptability of

the design. Respondents are looking for shoes that would go well with clothes and

accessories they already have. Shoes that have subtle color such as black, brown, and

white are perceived to be adaptive and can be worn for many occasions.

A respondent stated, “I always have two or three pairs of

shoes that go well with other clothes in my wardrobe. My style of fashion is very

minimal, so shoes help a lot to complete my look and confidence.”

(3) Durability and quality of craftsmanship

Respondents are looking for durability and quality of

craftsmanship. Shoes with good cutting, sewing stitches, and with high quality

material are perceived as durable. “When I have shoes I really like, I also want them

to stay with me for a very long time. Even if they are broken, I will try to fix them or

repurchase” said a respondent. Shoes with durability can also encourage respondent to

repurchase due to the bond that grows over time

(4) Country of origin

Country of origin is not as important as the quality and

look of the product itself. “Made in Thailand” is generally acceptable. It is important

only as a way to speculate the actual quality and design of the product.

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(5) Sizing and availability of brick-and-mortar distributions

Availability of size is the common sense when buying

shoes. Wider range of sizes in stock is important for those who need shoes with 34 to

35 EU size (200 – 210 millimeter-long). A successful Instagram shoe brand such as

Croon has wide range of sizes from 34 – 43 EU size, making their shoes accessible to

almost every woman.

Most Instagram shoe shops provide chart and

measurement in centimeter that is fairly useful to online shoes shopping. Nonetheless,

many respondents have specific type of feet that sometimes would not fit, even if the

measurement was done correctly.

“The measurement alone does not guarantee that shoes

would fit, different shape of shoes might not fit the same feet, even if they are the

same size. The best way is to try” said Mansapol Pasai, a Thai shoes designer.

A few respondents demand to try shoes at physical store

or at a trade fair before making a decision. Still, Instagram is the first touchpoint that

leads to offline purchase.

(6) Service

“Can I change if they don’t fit?” is the first question

many respondents ask the shop assistant (through LINE application). However, only a

few respondents actually exchange the unwanted shoes for a new one. Respondents

insist on having the best service possible. Quick response to message, good

manner, generosity, and attentiveness are unspoken needs of most respondents.

4.1.3.3 Attitude and opinion toward brand proposition of Thai

SMEs fashion shoe business on Instagram

As mentioned before, Thai shoes are perceived as lacking of

identity. Even notable brands like Croons and O&B, which have been recognized

internationally, face the same criticism. Respondents seem to express negative

attitude toward new competitors in the market that tend to reserve from inventing new

things.

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Mook Kittisophat, a shoe manufacturer and brand owner of

MYSTH gave a critical perspective on why Thai shoes tend to overlook design

identity, “It’s just the idea that creates a notable brand. It’s about creating a story. And

to do that, it requires financial power. For a small brand, it’s a big challenge they do

not want to risk.” She also added, “There are always twenty percent of fashionable

things in our closet that are kept and have never been used. And there are eighty

percent of easeful things that we use every day. Personally, I always want to make

shoes with new unique design. But if you look through a business point of view,

ordinary comfy shoes are easier to market.”

Mansapol Pasai, a shoe designer and the founder of a shoe design

institute Shoes School, gave an opinion toward the brand building of Thai shoe brand;

"Consumers with more buying power are more likely to go for

well-known foreign brands, they don’t risk with new brands. Thai people are obsessed

with brand name, even though the quality of foreign brand and Thai brand are the

same when compared side by side.

General Thai consumers who don’t have that much buying power

don’t want to pay much for art or design. Yes, they want good designer shoes, but

they can’t afford it. So, most brands try to produce conventional standard shoes that

can sell.

Even if the designers are confident with their design, it takes time

and connection to make it possible. But if it is successful, of course his/her business

will be very profitable.

Connection is as important as financial power. It’s almost

impossible for small people with only dream to achieve. In the past, there were

conventions, supported by the government, that gave opportunities for shoe makers to

meet dealers and distributors, but there is no more convention like that. It shows that

the government does not have much budget to help shoe craftsmen. The government

have to be more concern about small shoemakers."

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Varamol Chanakitkarnchai, the owner and designer of Oyster

Footwear, has been very successful with her market expansion in China, Hong Kong,

Taiwan, and Australia. In the interview, she talked about the wall between her and

Thai customers.

“Thai customers don’t value design as much as international

customers do. Some Thai customers want unique design but they are very price-

sensitive. They always wait for sale promotion. They don’t understand why

craftsmanship and design are expensive in making. I came to realize this when I

expanded my shop outside the country. I have to pay commission for dealers and

distributors. Also, [there are cost for] fashion shootings and models. Everything is

costly. Anyway, eighty percent of people who contact me actually buy my products

(leather shoes and bags). They love my products and they are always looking forward

to the next collection. The hard work paid off.

Instagram is where I built my brand. I focus on stories very

strictly. Tonality of each post is carefully controlled and I always release products in

collection, and each collection has back story. I think this is what Thai brand usually

lacks. Most collections lack depth and story.”

Figure 4.5: Oyster Footwear

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4.1.3.4 Risks perceived by Thai female consumers in purchasing

Thai SMEs fashion shoes through Instagram

The main risk arises from the missing of physical evaluation.

Since respondents mainly evaluate the product from photos and reviews from

strangers, respondents perceive the risk of getting the product that is less than what

the photo has promised. The perceived risk involves wrong color, size, shape, and

quality of material. The fear is intensified when they could not exchange the product

for a new one. Therefore, they are inclined to buy from shops with product exchange

service.

The less mentioned risks are money fraud and forgery. Even

though none of the respondents has ever experience fraud and forgery, word-of-mouth

from friends, online forums, and national news convinced respondents that the risks

are real and urgent. To avoid the crimes, respondents rely on credible user reviews,

online endorsers (celebrities and bloggers), high number of followers, and word-of-

mouth from friends and co-workers.

4.1.3.5 Consumer behavior in each Decision Journey Process

(1) Stage one: Initial consideration set

According to the traditional consumer decision process,

consumer would start the process with problem recognition. However, for fashion

shoes, consumer interest is more likely to be triggered by design, trend, and novelty,

rather than a recognition of actual problem such as ripped or bad shoes.

Respondents who are active Instagram users usually have

two or three brands in mind. At any moment, they would have a few shoe brands

which they are following. Brands that have high followers, or are followed by friends,

are perceived to be more trustworthy. A brand can create touchpoint to interact with

consumers offline, such as physical stores, trade fair and market events.

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(2) Stage two: Active evaluation

Consumer would add or subtract brands along the

evaluation process. The active evaluation state of the consumer is subtle. The

evaluation happens while using Instagram to browse for inspiration and shopping.

Instagram contents are highly visual-base. At this stage,

consumer may or may not remember the name of brands. However, consumer is more

responsive to photos and tend to remember photos than the name of the brand itself.

Hashtags and Collection features play significant roles in

expanding consumer awareness of new brands and their connections with influencers.

If the targeted item appears with influencers such as friends, celebrities, or bloggers,

consumer will have higher tendency to remember the item for longer period of time.

Also, consumer may screenshot the image of product they want as a reference for

asking opinions from friends to aid in the evaluation process.

Instagram ads also play a significant role in drawing

consumer to new brands and products. With the right target profiling, consumer might

click to explore new trends and expand one's interest in fashion.

(3) Stage three: Moment of purchase

As desire for product escalates during active evaluation

state, consumer will finally decide to purchase. Sale promotion also has significant

influence in accelerating the decision. Almost all respondents admitted to be

somewhat sensitive toward sale promotion.

At the moment of purchase, consumer will make a

general enquiry by commenting under the photo. Then, the consumer will use

Instagram Direct message, LINE, or Facebook Messenger, to ask for more specific

information such as price, size, availability in stock, colors, and type of leather.

According to interviews with brands owners, customers

are expecting real human interaction. Even though the brand may provide e-

commerce website or physical shops, customers still want to make their enquiries

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through instant message application. Attentiveness and good manner of the seller are

necessities at this stage.

(4) Stage four: Post-Purchase experience (Loyalty loop)

a. Enjoy

Post-purchase experience, such as customer enjoyment, is

an ongoing process where customer constantly evaluates whether the brand is worthy

of committing to or not. As the shoes arrive, consumer would begin the evaluation by

checking if the product matches with what the shop promised. According to the

interview, packaging plays a significant role in signaling the quality of the shoes.

Shoes that come with fabric bag and sturdy shoe box are more likely to be well-made

than shoes that have no good packaging. Customer enjoyment can also be improved

by building relationship through inspiring content, community, interpersonal

communication, and after-sale services.

b. Advocate

At a stage of advocacy, customers usually suggest their

favorite brands when asked by friends and acquaintances. All of the respondents were

asked about shoes they are wearing, and none of them ever hesitated to suggest their

favorite brands.

c. Bond

Most respondents have around 10 to 20 pairs of shoes at

home. Only two or three are their favorites that are being used often, while others are

kept waiting to be picked up once in a while or completely dusted and forgotten. Most

of the time, favorite shoes are being described as comfortable and adaptive to both

work and casual attires. Even though respondents buy shoes for their design, using

experience is still an important indicator of how they would perceive a brand in the

long run. The better the using experience, the longer and tighter the emotional bond

customers would have with their favorite shoes.

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A respondent expressed how deeply she has bonded with

her shoes “One of my most favorite shoes is a pair of heels I bought when I was living

in America several years ago. They are so soft and supportive and they never failed

me when I went to a night club dancing all night. They finally broke last year and I

couldn’t go back to buy another pair so I fixed them over and over again. It’s hard to

get rid of something that are irreplaceable.”

As stated by the consumer decision journey model, if the

bond is strong enough, instead of going through the consideration and evaluation

stages, the customer would stay in loyalty loop and continue to buy the next collection

of shoes without hesitation.

4.1.4 Objective 4: To determine segments of Thai SMEs fashion shoe

shoppers on Instagram

By using benefit segmentation method and information from in-depth

interviews, Thai SMEs fashion shoe shoppers can be segmented into three groups,

4.1.4.1 Trend explorers

Trend explorers are often young, aged between 25-28 years old.

They tend to be impulsive buyers with high purchasing power. They usually perform

what some may call a shopping therapy. Trend explorers often have more than twenty

pairs of shoes in their closet. They either dress according to their shoes or choose

shoes to match their outfit of the day. Shoes are important part for completing their

look.

For this type of consumers, shoes are symbol of aesthetics and

manners. Trend explorers are not intimidated by high-heels and bright colors. They do

not hesitate to follow trend and to be center of attention. They are not only influenced

by trends but also are fashionably influential to others.

Trend explorers are active loyal customers. They often have more

than three brands in their consideration set. Brands are added and subtracted as they

explore new fashion from new brands every now and then. Trend explorers are prone

to brand switching.

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Therefore, ads and sale promotion are important tools that could

draw trend explorer back to brands. Instagram Stories are the feature that they are

most familiar with, comparing to hashtag and collections. Ads in Instagram Stories

might be suitable for this group.

Trend explorers are very responsive to their phones and often use

Instagram all-day. This group of shoppers often follows celebrities, fashion brands,

fashion blogs, and fashion magazines. Friends and fashion endorsers also have higher

influence on them than on other groups.

4.1.4.2 Active lifestyle shoppers

Active lifestyle shoppers are often aged between 29-35 years old.

This group earns more money than trend explorers, though they are more prudent and

take longer time to make a buying decision for fashionable products. They often have

only 7 to 10 pairs of shoes and all of them are well taken care of in separate boxes in

their own categories.

On a journey toward middle age, this group of consumers has

gained self-confidence from life experience. They prioritize on inner self-acceptance

than acceptance by society. Self-expressiveness is their priority over fashion. This

group of consumers is looking for shoes that will take them anywhere they want while

also allowing them to express their own style on the way.

Health concern is also a big issue since they have to work harder

than they were in their 20s. Less challenging fashionable options such as sneakers,

flats, and loafers, are now preferable alternatives to the barely bearable high-heels.

Active lifestyle shoppers are critical thinker. They often do the

research by reading reviews and so on before purchasing an item. Collections,

hashtags, and following hashtags are their critical tools for finding high quality and

supportive shoes.

Active lifestyle shoppers are likely to be reserved from clicking

like button or making comment. They often slide through and snap photos of the

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desired item or save it to collection. This group of consumers values their privacy

highly and only follow friends and shops they are truly loyal to. They tend to be less

revealing about their personal life and post less photos than trend explorers.

Occasions for Instagram posting are often during national holidays, celebrations, and

traveling vacations.

Active lifestyle shoppers are passive loyal customers and would

stick with their favorite brands for longer time than trend explorers. They do not dress

to impress anyone but themselves, but when asked about style advice, they are more

than welcome to explain about their experience, passion and bond with brands.

4.1.4.3 Cinderella shoppers

This group of shoppers is those who always struggle with buying

shoes. They are neglected by mass shoe market due to the unique shapes of their feet.

Most of the time, it is about the broader size of forefoot which is commonly found

among Asian (Yan, 2011). Since western domination over Thai fashion industry, Thai

women have been struggling with western style elongated shoes.

Those who have longer feet (250-260 millimeters long) may

choose fashionable sneakers as an alternative or rely on European brands that produce

shoes for taller ladies. The discrimination falls heavy to those with very petite feet

(200-220 millimeters long), which is commonly found among Thai female.

This group of consumers is so discriminated by mass shoes

market that they have to turn their backs on mass market. They have to rely instead on

tailor-made shoes, shops that have wider size range, or even children clothing brands.

They will be extremely loyal to the shop that does not only get

their size right, but also fulfills their taste for fashion. As social commerce trend

emerges, Instagram acts as a convenient gateway to stay connected with their regular

shops.

Cinderella shoppers can sometimes be very active toward fashion

trend and use Instagram to shop for other fashionable products. Their passions for

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fashion are no less than other segments. Cinderella shoppers are still looking for more

choices - more colors, more style, and more sizes. Tailor-made shoe business should

not overlook their demands for fashion.

Cinderella shoppers are potential target for brands that provide

tailor-made service or size adjustment. Shoppers with special feet give extremely high

lifetime value but also require complex customization, good shipping service, and

attentive customers care.

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CHAPTER 5

CONCLUSIONS AND RECOMMENDATIONS

5.1 Conclusions and recommendations

5.1.1 Conclusions

According to the result of this study, Thai SMEs fashion shoe shoppers

can be segmented on the ground of their perceived benefits into three groups.

First, there are the “Trend explorers” who follow trends impulsively. They

are active loyal customers who measure products based on design and current trends.

Second, we have the “Active lifestyle shoppers” who are thoughtful and prudent

shoppers. They carefully select shoes that are healthy, functional, and at the same

time, reflecting their personality and uniqueness. The last group can be called the

“Cinderella shoppers”. They are those who always have problems with sizes and are

neglected by standard-size shoe market. Their demands are good opportunities for

small SMEs with customized services.

Instagram is a rich platform for SMEs to connect with these segments.

However, according to the interviews, many customers are still looking for a more

seamless shopping experience with effective direct messaging feature. Human

interaction is essential to attain customers. Not only good shoes, customers also

demand good service and emotional comfort during e-shopping.

5.1.2 Recommendations

To attract customers, proper contents and right targeting are necessary.

High traffic time of Instagram starts around 5pm and ends around 10pm. Competition

during high traffic time is intense. Nevertheless, there are also series of micro-

moments of Instagram usage happening all-day. Thus, brands need to understand their

targets by behavior rather than demographics.

Customers tend to remember images better than words. Tonality and

consistency of content could secure a positive attitude for the brand during customer

active evaluation. Relatable ads that can blend well with other contents are welcomed

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by customers. Sale promotions, friends, celebrities, and brand endorsers also affect

buying decision.

As we could see from comments of the respondents on the ideal shoes and

the consumer decision journey, while design alone could drive the customers toward

impulsive buying decision, positive using experience from comfortability,

supportiveness and durability of the product significantly determines customer

loyalty.

Thai SMEs fashion shoe brands on Instagram are generally accepted in

terms of quality and design by respondents. However, a large number of brands that

lack unique and consistent brand identity have built a negative stereotype for Thai

SMEs fashion market.

To avoid a threat from red ocean competition, unique image of brand is

crucial. Instead of using Instagram to reduce marketing cost, business owner should

consider using Instagram as a value-adding tool that can boost brand value and

business growth in the long run.

Instagram is an opportunity for a new fashion shoe business to establish its

own presence in customers mind, either in Thailand or globally. Brands, such as

Croon shoes and Oyster footwear, had proven an existing possibility to Instagram to

expand customer base beyond geographical limitations.

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APPENDICES

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APENDIX A

THAI FEMALE SHOE SHOPPERS

IN-DEPTH INTERVIEW QUESTIONS

Demographic [Objective 3]

1. Please introduce yourself, your name, age, occupation, and income.

Psychographic profile [Objective 2, 3]

2. How would you describe your personality from your own viewpoint?

3. What is your hobby?

General question about behavior on Instagram [Objective 2, 3]

4. Since when did you start using Instagram?

5. How would you describe your Instagram?

6. How many followers do you have?

7. How many are you following? What are your top 3 favorite Instagram accounts?

8. What feature do you use mostly?

9. How many social networks are you using? Please rank top 3 social networks you

use the most?

10. What devices do you use for online shopping?

11. How many hours do you spend online and for what purpose? How many percent

is for duties and how many percent is for personal matters?

12. How often do you show/share a picture of Instagram shoes that you like to your

friends, using social network platform?

Taste of fashion [Objective 2, 3]

13. How would you describe your fashion statement?

14. What type of shoes do you like the most?

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Purchasing behavior [Objective 3]

15. How many shoe shops are you following on Instagram?

16. When purchasing shoes on Instagram, what method do you use to measure your

shoe size without actually trying it?

17. What goes in the basket with the shoes that you bought in one trip?

18. Do you shop shoes anywhere else? How often do you shop? What time of the

month?

19. Who do you ask for help when you don’t know which one to purchase?

20. How long does it usually take for you to make a decision on one pair of shoes?

And what happen during the decision making?

Spending [Objective 3]

21. In one month, how much do you spend on fashion shoes? How much on other

fashion items?

Attitude toward Thai SMEs fashion shoe brand on Instagram [Objective 3]

22. What do wearing fashion shoes mean to you?

23. What do you think about Thai SMEs fashion shoe brand on Instagram?

24. If you know any brand on Instagram, please give me top 3 names that come to

your mind.

25. What make Thai SMEs fashion shoe on Instagram different from any other brand?

What do you think is the uniqueness of Thai SMEs fashion shoes?

26. What's the most important attribute of a pair of a fashion shoes on Instagram?

Please give me three of those important attributes.

27. Have you ever seen Instagram ads before? What is your opinion about it? What

make you click?

Preference [Objective 3]

28. Please tell me about the shoes that you bought in the last three months? How

many did you buy? What are the brands? When and why did you by it?

29. What are the most important attributes of a pair of fashion shoes? Please give me

three of those important attributes.

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30. What do you like the most about the shoes you bought? And what do you dislike

the most?

Perceived risk [Objective 3]

31. What is the best and the worst stories you get out of shoes or fashion shopping on

Instagram?

32. What is the best and the worst stories you get out of Thai SMEs shoe brand on

Instagram?

33. When the problem happened, how did you solve it?

34. What do you think is the downside or risk of Instagram shopping?

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APENDIX B

INSTAGRAM SHOE BRAND OWNERS

IN-DEPTH INTERVIEW QUESTIONS

For the seller side, interviewees will be asked about their own business and

their opinion on the capacity of Instagram as a social commerce platform. The

questions are as follows:

1. Branding [Objective 1]

1.1. Please give me a story of your brand?

1.2. What is the concept and how did it start?

2. Situation of a company [Objective 1]

2.1. How many people are working in your company?

2.2. What is the difference between this year and last year, in terms of business?

3. Earning and profitability [Objective 3]

3.1. How much is your store income per month?

3.2. How many did you usually sell in one month? How well is the business?

4. Customers [Objective 2, 3]

4.1. Who are your main customers?

4.2. What is the general behavior of your customers?

5. Product [Objective 3]

5.1. Please describe the products you are selling.

5.2. How many categories are there? What is your bestselling product?

6. Channel [Objective 2]

6.1. From your past experience, how effective is Instagram as a social platform?

6.2. How many platforms do you use to sell your products?

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7. Promotion [Objective 3]

7.1. Have you ever use Instagram ads? Are you satisfied with the outcome?

7.2. When was the last sale promotion? How was the outcome?

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APENDIX C

THAI SHOE DESIGNERS AND MANUFACTURERS

IN-DEPTH INTERVIEW QUESTIONS

1. Professional opinion toward online shoe shopping [Objective 3]

1.1 From your point of view, what would be the most difficult thing for online

shoe shopping?

2. Professional opinion toward consumer behavior [Objective 3]

2.2 For Thai female, what is the major problem caused by fashion shoes?

2.3 Why size matters? How to best measure shoe size over the internet?

2.4 What sizing system will be the best for online shoe shopping?

Ref. code: 25605902040731RCI

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BIOGRAPHY

Name Miss Phupana Kandchad

Date of birth 29 September, 1989

Educational Attainment 2008-2012: Bachelor of Arts in Journalism and Mass

Communication Studies (BJM)

Work Position Planner Manager, The fifth Thursday Creation Co., Ltd.

Publications

Work Experience Social Media Planner, CJ WORX, Co., Ltd.

Ref. code: 25605902040731RCI