Cross-age comparison of meanings and motives toward luxury consumption among Thai baby boomer and generation Y consumers
Viriyopas, Khanitha (2013) Cross-age comparison of meanings and motives toward luxury consumption among Thai baby boomer and generation Y consumers. [Dissertation (University of Nottingham only)] (Unpublished)
The growth of luxury markets have been expanded worldwide since the past until today. It cannot be denied that Asian markets have been valuable markets for several global luxury brands as a significant rise in emerging markets of these Asian countries. Thailand has been one of them. With consequences of higher standard of living and more openness to globalisation trends, Thailand has become one of growing and profitable luxury market. These luxury brands have been attractive to various Thai consumer segments including younger to older consumers. Baby boomer consumers who have high purchasing power and generation Y consumers who tend to be easily motivated by luxury consumption marketing are considered as potential customers for Thai luxury market. However, luxury consumption behaviors of Thai consumers still relatively lacks of studies in this field as most related theories and empirical studies are focused on Western consumers and not specific on particular age segments. To examine perceived meanings and value toward luxury products and motives to luxury consumption is important among these two generations of Thai consumers would be beneficial for each luxury brand to formulate effective marketing strategies in order to gain competitive advantages in this valuable market.
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