The study of the opinion of consumers toward ready – made shirts in Bangkok Metropolitan area is the very interesting one. The ready – made shirts business has been in Thailand for a long time but has not been seriously studied. The Government and most business men pay more attention on the export of ready – made shirts which is really a cheap cost labour force than the market condition. With this causes, the writer thought that it is now time to study the market of ready – made shirts in Thailand. Yhis study aims to investigates certain aspects of the ready- made shirts business and it will help you guide new investors who wish to introduce a new brand of ready- made shirts into the market. The research method of this studied is primarily through questionnaires. The purpose and scope of this study, as stated in chapter one, are to find out about consumers’ opinion towards this business and their needs including information about qualities of ready – made shirts acceptable to the consumers. This would enable producers to find new ways of improving market techniques and the products accordingly. The result of the research indicated that many factors have strong influences on the consumers purchasing decision of ready – made shirts. These factors were, the price of product, the quality of product, advertising, promotion. The consumers thought that the price of ready –made shirts was higher than the tailor’s price. The quality of product in terms of material and design was satisfactory. Colour was good and Style was proper. As for advertising and channel of distribution, most of consumers with the producers’ advertising is that the size of the ready – made shirts are not fit the consumers. From the findings, it was suggested that the manufacturers and the distributors of the ready – made shirts business must pay more attention to its style, that advertising theme should concentrate on benefits like the readiness to wear ot the shirts, the fine quality and finish and should point out that the price of ready – made shirts is as cheap as the tailor’s price. The manufacturers and distributors should also organize and exhibition of the ready – made shirts to promote interest in the market ; make an attractive display and window display and set a fix price for each style of the shirts. Distribution should focus an agent. Moreover, Producers and Distributors of the ready – made shirts should make more use of various marketing tools available, so that they can expand the ready – made shirts market more than their expectation in the future.
