Sökning: "KAMOLWAN TOVIKKAI"

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1. 1. An Exploratory Study on Young Thai Women Consumer Behavior toward Purchasing Luxury Fashion Brands

   Magister-uppsats, Akademin för hållbar samhälls- och teknikutveckling

   Författare :KAMOLWAN TOVIKKAI; WIWATCHAI JIRAWATTANANUKOOL; [2010]
   Nyckelord :Thai female students; Luxury fashion products; Luxury fashion brands; Consumer behavior;

   Sammanfattning : Abstract Date: June 2, 2010 Program: MIMA – International Marketing Course name: Master Thesis (EFO 705) Title: An Exploratory Study on Thailand‟s Young Women: Consumer Behavior toward Purchasing Luxury Fashion Brands Authors: Kamolwan Tovikkai (851125)Wiwatchai Jirawattananukool (841111) Group number: 2462 Tutor: Konstantin Lampou Problem: If and how personal value, social recognition, and demographics impact Thai female students luxury fashion brand purchases and which marketing strategies should be used to influence their purchase intention? Purpose: -To identify what motivates Thai female students in purchasing luxury fashion brands -To identify the most effective strategies to use in penetrating the market and keeping the loyalty of customers Thailand. Method: Quantitative research method via survey was used for this research. LÄS MER