THE FIVE-FACTOR MODEL OF SANDAL DESIGN

The growth of the sandal market in Thailand is on the decline, with purchase behavior changing among young consumers. As a result, the factors of sandal design are currently changing as well. The objective of this research was to study the factors of sandal design using a quantitative method. The data were collected from 400 Gen-Z consumers aged between 18-27 years old in Bangkok, Thailand, obtained by multi-stage sampling. A self-administered online survey questionnaire with a structured interview was used. The data were analyzed by exploratory factor analysis (EFA) and confirmatory factor analysis (CFA). The results revealed 5 factors of sandal design that meet the needs of Gen-Z consumers, i.e., aesthetic, functionality, symbolism, ergonomics, and innovation. Innovation was found to be the factor that most affected sandal design. According to the results, these factors can be applied to set a strategic plan for more efficient sandal design, which would be useful for product designers, manufacturers, and marketers of the sandal industry in Thailand.