Factors that influence the purchase intention of Thai consumers on local authentic leather goods.

Abstract

Throughout the years, leather has been an important material for almost everything in this world. Leather products are everywhere around us. Undeniably, everyone must have at least one leather goods on them, therefore the purpose of this research is to study product related factors (Product Quality and Price) and people related factors (Attitude, Country of Origin, Reference Group, Ethics, and Social Benefits) that have direct impacts towards the purchasing intention of local authentic leather goods of Thai consumers via interview methodology. The findings have shown that price and quality are the most influential factors towards purchase intention of Thai authentic leather goods followed by reference group especially word of mouth and country of origin respectively. While social benefits have an impact on few respondents as Thai leather goods seem to be lacking of value and uniqueness, ethics affect only one respondent’s purchase intention. Besides, positive or negative attitude towards Thai authentic leather goods does not impact any Thai consumers as all respondents have bought the product at least once. Furthermore, there are some answer patterns or themes founded in this research. Firstly, two designers with different ages and sexes have the same influential factors which are only price and quality. Besides, the research has found three other themes that refer to the groups of respondents that answer in the pattern and set the names for each. Believer is those who have price, quality, and reference group as their influencing factors. Believer Plus is affected by the same three factors and country of origin as additional factor. Finally, Social Lady is who have social benefits with reference group together as affecting factors.