FACTOR THAT INFLUENCES MAKING DECISION TO BUY A LUXURY USED CARS INSTEAD OF A BRAND NEW IN THAILAND

Abstract

The automotive industry is growing steadily when comparing data from the past to the present. This includes the private car market new cars hand and second-hand cars. This research will focus on the luxury used car market in Thailand. The thematic paper aimed to investigate the key factors in motivating consumers to purchase luxury used cars instead of a new car because the decision to buy a used car is a risk of being deceived by the seller. This research used consumer behavior, consumer decision style, after-sale service and brand credibility as a framework to help to find the answers of this research. In addition, this thematic paper was conducted in a qualitative method with in-depth interviews with consumer groups and distributors to get perspectives from both sides. To analyze what factors are seen as a key factor in buying a luxury used car in Thailand. The result show that there are six factors that would motivate people to buy luxury used car instead of brand new which are price, internal factor, social factor, economic factor, brand credibility and sale representative.