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ABSTRACT

Date:                          May 28^th, 2010

Course:                      EFO705 Master Thesis International Marketing

Supervisor:                Konstantin Lampou

Authors:                     Chantharat Suwanpimon csn09002@student.mdh.se

                             Narukod Theerabanchorn ntn09001@student.mdh.se

Title:                             Analysis of factors influencing Swedish consumer               

                             to decisions buy holiday home in Thailand.

Strategic Question:    How do factors such as price, risks and cultural factors 

                               influence the Swedish consumer decision to buy holiday

                               home?

Research Questions:   This study aims at finding answers to the following    

                                 questions:

• What is the impact of different factors such as risks, price of real estate houses, and cultural factors on holiday home investment decisions of Swedish consumers?
• Do these factors facilitate or impede buying decision of Swedish consumers?

Methodology:            The data sources used in this research are both primary and secondary data. The primary data was collected through quantitative survey from 112 respondents about the Swedish’s behavior on buying holiday home Closed-end questions were used to limit the choices of answers; however, an open-ended question was used in the last question to allow the respondents to share ideas or comments. The respondents were divided into two groups: Swedish consumers who have already had a holiday home, and Swedish consumers who are interested to have a holiday home. The secondary data used in this research are obtained from online journals and textbooks.

Conclusions:              The result of this survey reveals that there are 4 factors that influence Swedish consumers, both those who have already had a holiday in Thailand and those who are interested to have a holiday home in Thailand. These factors are internal political stability, levels of corruption, price of real estate houses and cultural differences.

Keywords:                  Real Estate investment, Holiday Home in Thailand, Swedish Consumers.