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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/3944

Title: Choice Decisions toward Luxury Goods of the Young Consumers in Wuhan,China
Authors: Xuan Wu
Keywords: luxury goods
Choice decisions
marketing mix
psychological factors
cultural factors
Issue Date: 2019
Publisher: Bangkok University
Abstract: The objectives of this study are to study choice decisions toward luxury goods of the young consumers in Wuhan, China, and the independent variables which include product, price, place, promotion, people, process, physical, brand, psychological factors and cultural factors. The closed ended questionnaire was used to collect data and the content validity was 0.89 and 400 participants were asked to fill out questionnaire. The questionnaire surveys were distributed face to face in Wuhan from 1st July 2018 to 15th July 2018. Random sampling method was used to collect data. The statistical methods were categorized into multinomial logistic regression, cross tabulation method and influential statistic methods. The result found that all factors consist of 7Ps in marketing mix, psychological factors and cultural factors significantly influence choice decisions toward luxury goods of the young consumers in Wuhan, China.
Description: Independent Study (M.B.A)--Graduate School, Bangkok University, 2019
Advisor(s): Sumas Wongsunopparat
URI: http://dspace.bu.ac.th/jspui/handle/123456789/3944
Appears in Collections:Independent Studies - Master

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