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Title: The effects of creolisation on Thai fashion consumers, retailers and their supply chain
Author: Raksawong, Boon-arak
ISNI:       0000 0004 6057 5279
Awarding Body: University of Gloucestershire
Current Institution: University of Gloucestershire
Date of Award: 2015
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This research aims to investigate the effects of creolisation (in a manifestation of cultural change, cultural mixing and ethnicity) on consumer behaviour and fashion supply chain management in a Thai retailing context. In this study, creolisation is the process of cultural crossover that appears when local culture has been influenced and integrated with foreign culture. This doctoral study develops a theoretical and conceptual framework that addresses the main question of how creolisation impacts on Thai fashion consumers, retailers and their supply chain. Based on reviewing literature, there is lack of studies exploring the relationship between creolisation, consumer behaviour and fashion supply chain management in Thailand. It is expected that the study will complete this gap by providing the empirical findings to the literature. The study was based on the scientific realism position with a deductive (Thai fashion consumers) and an inductive (Thai fashion retailers and their supply chain) approach to gain a detailed understanding of their relationships. This also relates to mixed methods approach, including the three main methods used. Quantitative questionnaire surveys were conducted with Thai fashion consumers, whereas qualitative interviews and document analysis were used to collect the data from Thai fashion retailers and manufacturers. In terms of data analysis, the data from questionnaire survey were analysed by descriptive statistics and multiple-regression analysis, whereas the interviews data and document analysis were analysed by directed content analysis. In particular, the literature review and the findings from qualitative interviews were used to construct hypotheses to be tested in the quantitative analysis. Overall findings were integrated in the interpretation stage based on the suggested conceptual framework. Furthermore, the triangulation approach was considered to validate the research findings on the relationship between creolisation, Thai fashion consumer behaviour and Thai fashion supply chain management. The study contributes to the extant literature by providing not only new insights into its deficiencies, but also developing a suggested conceptual framework to inform practice. In particular, Thai fashion retailers may have interest in the suggested conceptual framework and apply it in order to enhance an understanding of the relationship between creolisation, consumer behaviour and supply chain management. Moreover, the findings could contribute to the responsiveness strategy in fashion supply chain management. In terms of research methodology, the study also contributes to a methodological foundation of supply chain management research. There is the using of mixed methods approach which integrates a quantitative method and qualitative method in order to investigate the effects of creolisation on consumer behaviour and fashion supply chain management in Thailand.
Supervisor: Towers, Neil ; Vieira, Rachel Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available
Keywords: HD2340.8 Small and Medium-sized businesses, artisans, handcrafts, trades ; HF5410 Marketing ; HF5428 Retail Trade