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Title: The Study of Factors that Affecting Consumer Buying Preference towards Top Three Luxury Fashion Brands Including Chanel, Louis Vuitton and Prada in Bangkok, Thailand
Authors: Atip Thepsongkroh
Keywords: Brand Preferences
Luxury Products
Brand Name
Louis Vuitton
Issue Date: 2017
Publisher: Bangkok University
Abstract: Nowadays the world’s changed, Brand name products are increasingly important for people in the society. As the luxury brand name stores has been expanded around Bangkok, which it’s approved that people likely to use brand name products over non-brand products. Luxury goods use to group people in society; group who belongs and not belongs in the group, using them for an acceptance and represent the social faces. Question is what are the factors that influence people in making a decision to buy luxury brand name products. This paper proposes a framework of factors that affecting consumer brand preference towards top three luxury fashion brands including Chanel, Louis Vuitton and Prada. This research is conducted to show the relationship between influential factors and consumer buying decision. The research analysis based on 400 questionnaires, which collected since October 2016 until January 2017. The attendants are random population who experienced among these three brands and lived in Bangkok, Thailand. According to the objective of this research, the researcher focuses on the result of the factors that affecting people to make a buying decision. The result has been gathered from the questionnaires done by people who know or experienced one of these three luxury fashion brands by study the relationship between brand equity, marketing mix (7Ps), social factors, consumer behavior and consumer brand preferences towards top three fashion luxury brands. Lastly, marketers, business people, firms, developer, and Thai enterprises can understand more about consumer buying behavior, and to improve or adjust company marketing strategies to gain more competitors advantage and fulfill consumer’s need.
Description: Independent Study (M.B.A.)--Graduate School, Bangkok University, 2017
Advisor(s): Sumas Wongsunopparat
URI: http://dspace.bu.ac.th/jspui/handle/123456789/2585
Appears in Collections:Independent Studies - Master
Independent Studies

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