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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 Chanel Louis Vuitton Prada Bangkok |
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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