The Study of Factors that affact Consumer Purchase of Luxury Brand Choice Progressing on Hermes,Chanel,Louis Vuitton in Bangkok

Abstract

The study aims to study the factors influence the decision making process of consumers of luxury brand choice progressing on Hermes, Chanel and Louis Vuitton in Bangkok. Luxury bags are the famous items which are offered by various brands to support the needs of customers. In Thailand, many people today afford the luxury bags following to the influence from the Western values and their famous celebrities. This research therefore has the purposes which are 1) to understand the behavior of these customers when they purchase branded handbags, 2) to explore the factors which affect their purchasing decision on buying branded handbags and 3) to develop the understandings towards these buyer’s profile by taking the marketing mix (7Ps) into account of study framework. The research employs the quantitative research method as the research approach to collect data whereby a distribution of questionnaire survey is the research tool. Research Sampling are 400 women aged 30 years old or over completing the paper questionnaires or the online survey via Google Forms. The data is analyzed by using statistical software called IBM Statistical Package for the Social Sciences (IBM SPSS). Multinomial logistic regression method is used to analyze the data. The results of the study show that all factors in Marketing Mix (7Ps) except ‘place’ are significant factors could significantly impact on the purchasing decision of consumers of the Hermes, Chanel & Louis Vuitton