Factors affecting the intention to purchase toward luxury products in Thailand.

Abstract

The major purpose regards this research is to measure the potential factors that affect the consumption behaviour in Thailand luxury market and understand the psychology behind consumers’ decision. The paper applies quantitative methodology for obtaining data. Questionnaire survey is the key instrument in collecting data. The findings reveal four factorsthat are the perception on product quality, face and status oriented, social acceptance and social influencer. There is only factor that show statistically significant to the statistic test that is social acceptance factor. In other words, social acceptance plays the big role in influencing consumers’ decision regarding the confirmation from statistics test. The research recommends that creating values for the product and building relationships with the consumers are the key methods to retain long term commitment and loyalty. As the luxury market in Thailand is growing faster and bigger, understanding the potential variables that directly impact on consumers’ decision would be benefit. The business can take this opportunity to develop strategic plans as well as creating valuable offerings to grab consumers’ attention.