Factors influencing consumers buying behaviour of Thai people in choosing luxury brands.
Factors influencing consumers buying behaviour of Thai people in choosing luxury brands. - Essay Example
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Handbags and many other luxury products are copied by other manufacturers that sell who then sell them as if they were the genuine luxury brands; very many bags sold as LV on eBay for instance are not genuine. Such products are referred to as fake or counterfeit brands and are…
Literature Review on Consumer Buying Behaviour. Consumer choice goes further than the simple fact of buying commodities; consumers use it to construct identities and associations. Consumption has to be considered within its communal background, focusing on conventional standards, practices and regulations, which shape the way by which goods are utilized by consumers to signify the self and describe social associations.
Numerous aspects are known to subsist, which further create an impact on the consumer purchasing behaviour such as social class, family and reference groups (Bearden & Etzel, 2001). The recent researches, based on a similar notion, have often argued that social grouping influences consumer behaviour quite strongly and inevitably.
The Chinese are the fourth largest minority group residing in Britain following Indians, Pakistanis and Black Caribbean (Bailey et al., 1994). Furthermore, China also has the fourth largest consumer base of affluent households in the world (He, Zou & Jin, 2010), these need to be considered as well because of their ability to travel to and invest in education in UK.
Zou,D. Jin, L. (2010),"Exploiting the goldmine: a lifestyle analysis of affluent Chinese consumers", Journal of Consumer Marketing, Vol. 27 Iss: 7 pp. 615 – 628. Journal Article 26 Jap, W. 2010. Confucius Face Culture on Chinese Consumer Consumption Values toward Global Brands.
The research will target customers who are between 18 to 26 years of age. The research will investigate how factors such as product viewing, fashion information, and online delivery among many, affect the interaction
media and other Internet venues, made their mark on the commerce world, many corporations and businesses began engaging their customers through these means. Over the last five years, in particular, the Internet, social media, and mobile communications have developed
10 pages (2500 words)Essay
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