Consumer's attitude toward purchasing luxury brand product and purchase intention.

Abstract

The study aims to understand (1) What are the factors that influence the consumer’s attitude toward purchasing luxury brand products and purchase intention in Thailand? And (2) How demographic factors have an effect on consumer’s attitude toward purchasing luxury brand products and purchase intention in Thailand? The result of study is crucial for luxury marketer to plan and strategize the strategies for Thai luxury market. The quantitative research methodology is applied with 200 respondents who are mixed between male and female. The studied sample size will be only in Bangkok area. The results show that there are many factors effecting consumer’s attitude toward purchasing luxury brand product and purchase intention which are personal values, materialism and brand awareness. However, social comparison and fashion involvement have no effect. Moreover, the demographic factor shows that female with high level of income tend to be a potential luxury target more than others.

KEY WORDS: Luxury Brand Product / Consumer’s Attitude / Luxury Purchase Intention / Luxury in Thailand