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An Exploratory Study on Young Thai Women Consumer Behavior toward Purchasing Luxury Fashion Brands
Mälardalen University, School of Sustainable Development of Society and Technology.
Mälardalen University, School of Sustainable Development of Society and Technology.
2010 (English)Independent thesis Advanced level (degree of Master (One Year)), 15 credits / 22,5 HE creditsStudent thesis
Abstract [en]

Abstract

Date: June 2, 2010

Program: MIMA – International Marketing

Course name: Master Thesis (EFO 705)

Title: An Exploratory Study on Thailand‟s Young Women: Consumer Behavior toward Purchasing Luxury Fashion Brands

Authors: Kamolwan Tovikkai (851125)Wiwatchai Jirawattananukool (841111)

Group number: 2462

Tutor: Konstantin Lampou

Problem: If and how personal value, social recognition, and demographics impact Thai female students luxury fashion brand purchases and which marketing strategies should be used to influence their purchase intention?

Purpose: -To identify what motivates Thai female students in purchasing luxury fashion brands -To identify the most effective strategies to use in penetrating the market and keeping the loyalty of customers Thailand.

Method: Quantitative research method via survey was used for this research. Survey questionnaires were distributed to sample groups. The variables used in this paper personal values, social, recognition, intention to buy products, and demographics. Both primary and secondary type of data collection were used for this research.

Conclusion: Based on the demographic information, there are two indicators that are significant to purchase intentions of Thai female students on luxury fashion brands. Social status is one of the significant indicators of socialiiirecognition variable. There is a strong level of relationship on Thai female students toward luxury fashion products. Personal Values‟ indicators can be utilized on Thai female students as the following; materialism, the need for uniqueness, conformity, and vanity. All of them have strong levels of significance. However, Ethnocentrism has no relationship and effect with the luxury fashion product in Thailand.

Key words: Thai female students, Luxury fashion products, Luxury fashion brands, Consumer behavior

Place, publisher, year, edition, pages
2010. , p. 74
Keywords [en]
Thai female students, Luxury fashion products, Luxury fashion brands, Consumer behavior
Identifiers
URN: urn:nbn:se:mdh:diva-9895OAI: oai:DiVA.org:mdh-9895DiVA, id: diva2:326249
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2010-07-05 Created: 2010-06-22 Last updated: 2010-07-05Bibliographically approved

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Master Thesis Group 2462(2089 kB)64210 downloads
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Type fulltextMimetype application/pdf

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CiteExportLink to record
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Citation style
  • apa
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