https://www.mdu.se/

Program:

MIMA – International Marketing

Course:

EFO705 Master Thesis

Authors:

Dhunyakorravee Chomdee

Pinyaphat Sawadtanapool

Supervisor:

Joakim Netz

Examiner:

Ole Lilijefors

Title:

―Symbolic Consumption: Purchasing Behavior of University Students in Bangkok, Thailand towards Buying Behavior of Foreign High Street Fashion Brands‖

Introduction:

Apart from its basis utility, clothing has become communication device for human being in an individual‘s story. Consequently, people consume fashion clothing as symbolic consumption. Symbolic consumption can be in two different ways (positive/negative). Therefore, the actual need and socialization process are raised up in this research as to explore behaviors of Thai university student if they are adopting negative/positive symbolic consumption when purchasing high street fashion brands.

Problem:

How Thai university students in metropolitan Bangkok adopt negative/positive symbolic consumption when purchasing foreign high street fashion brands?

Purpose:

This research aims to explore the actual need of Thai university students in

Bangkok, Thailand on purchasing foreign high street fashion brands as well as to find out the socialization processes that they follow in order to finalize their decision making.

Method:

The research used qualitative method by conducting semi-structure interview. The total 12 of Thai university students in Bangkok were recruited via an announcement on Facebook website. The extended framework has been tested as well as the interview results have been compared with the previous study (Empirical confrontation).Secondary data such as university library database, textbook and journals has been used to support the reliable evidence for each issue in order to conduct this research.

Conclusion:

The majority of the participants, 9 out of 12, were categorized into consuming high street fashion brands with negative drive. Both groups have diverse characteristics therefore each group is named after outstanding public figures who are well-represented each group. Positive drive group is entitled as Lady Gaga while Negative drive group is known as Sarah Palin. The interview result has introduced ―new negative drive‖ or so-called Sarah Palin group because Sarah Palin group has shown dissimilar characteristics which contrast to the negative drive customers proposed from the previous study. The socialization process from positive and negative drive customers are evidently different.