Factors Influencing the Decision to Purchase Uniforms for Hotel Employees in Bangkok Metropolitan Area

Abstract

        This study investigates the demographic and image factors influencing uniform purchasing decisions among hotel employees in Bangkok Metropolitan Area. Employing a quantitative research approach, data were collected from 385 hotel employees through multistage sampling using structured questionnaires as the primary research instrument. Statistical analyses included descriptive statistics (frequency, percentage, mean, standard deviation) and inferential statistics (t-test, One-way ANOVA, Pearson Correlation, and Multiple Regression). The research findings revealed that: (1) demographic factors significantly influencing uniform purchasing decisions included age (F = 2.47, Sig. = 0.04) and average monthly income (F = 4.95, Sig. = 0.00), with younger employees and those with higher incomes demonstrating elevated levels of purchasing intention; and (2) image factors exhibited a significant positive correlation with uniform purchasing decisions at the 0.01 significance level (r = 0.81), accounting for 72.3% of the variance (R² = 0.723). The findings provide valuable implications for uniform suppliers and hotel management in developing products and services that effectively address employee needs and preferences.