The influence of hedonic and utilitarian value towards Thai luxury consumers.

Abstract

The objective of this study is to explore and conceptualize the influence of hedonic and utilitarian values towards luxury consumers in Thailand as well as test the validity fit for luxury consumer value framework for Thai market which based upon excellence, function, aesthetics, pleasure, experience factors. The research is conducted through un-structured interview process by utilizing convenience sample of 15 interviewees. The reported findings shows satisfactory results in the validity fit of the luxury consumer value framework for Thai luxury consumer market. In addition, Thai luxury consumers can be described based upon the characteristics shown that can categorized into two major groups which are single value consumers and multiple value consumers. Multiple value consumers reported additional two sub characteristics which are single value dominant consumers and multiple inferior value consumers where all consumer groups categorized by present study show noticeable difference in terms of association towards luxury brand.

KEYWORDS: Hedonic/Utilitarian/Thai/Luxury/Customer value