Factors that influence purchasing intention of young adults toward foreign luxury products in Thailand.

Abstract

The purpose of this study is to discover what factor(s) that influences luxury products purchasing intention and which marketing strategy should be used to attract young adults in Thailand.18 participants were interviewed. In-depth interview is conducted to gather qualitative information about respondent’s behaviour and opinions when they made purchasing decision of luxury products. Most of young adults both male and female identified rational of purchasing luxury products as the need for uniqueness and vanity. They seriously concern on their identities rather than social value. The bulk of young adults are regularly shopping luxury products twice a year. Males are interesting in watches and leather products whereas females are concerning more on well-known designer’s bags and accessories. The higher income represents the higher interest on luxury products purchasing intention. Young adults give priority and has high tendency to repurchase the previously purchase brand. When young people look to purchase a new luxury product, they might get influence from themselves, family and celebrities. KEY WORDS: Thai young adults/ Purchasing intention/ Fashion luxury Products/ Fashion luxury brands/ Consumer behaviour