Exploring Thai Consumers Motivation for Purchase of Home Design Decoration Goods
Kokulkiat, Suthee (2006) Exploring Thai Consumers Motivation for Purchase of Home Design Decoration Goods. [Dissertation (University of Nottingham only)] (Unpublished)
Fashion consumers often seek the products which portray idealized or desired image. Moreover consumers choices are often motivated by their social belongings. This paper focus on design home decorative consumer behaviour. Comprehensive review on previous literatures are emphasis on fashion consumption, self concept, symbolic consumption and social influence are being reviewed. The qualitative interviews are employed as an instrument to study consumer motivation to consume design rather than common products. Semi structure interviews were conducted on fashion adopters and fashion leaders. Analysis focus on consumer motivation to consume design home decorative, the images consumer desire to project and the extent to which social can influence consumer. Differences behaviours of fashion adopters and fashion leaders were distinguish to identify their motivation patterns.
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