The analysis of consumer decision-making styles and buying behaviour of grey luxury fashion goods in the Thai market

Rojanasingsawad, Marisa (2018) The analysis of consumer decision-making styles and buying behaviour of grey luxury fashion goods in the Thai market. DBA thesis, University of Gloucestershire.

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The rapid growth of the grey luxury fashion market in Thailand creates a need to understand consumers' behaviour towards the grey luxury fashion goods because the grey market affects many players in Thailand ranging from the luxury brand's authorized retailers, Thai government, Thai fashion brands, and Thai consumers. This thesis addresses the lack of research in consumers' buying behaviour in the grey market by investigating Thai consumers' decision-making styles for grey luxury fashion goods. Furthermore, it also determines the relationships of consumers' demographic differences including gender, age, education, occupation, and income, and the consumers' decision­making styles for grey luxury fashion goods. The findings of this thesis summarize the results from a sequential mixed-method data collection: online-survey questionnaires and semi-structured interviews of Thai grey luxury fashion consumers. The outcomes reveal that there are eleven consumers' decision-making styles dimensions that can be seen in Thai consumers when purchasing luxury fashion goods from the grey market which are Perfectionist, Brand Conscious, Novelty-fashion Conscious, Recreational-Hedonistic Conscious, Price Conscious, Impulsive and Careless, Confused by Overchoice, Habitual and Brand Loyal, Conspicuous Conscious, Reliance on Celebrities, and Exclusivity Conscious. The differences in these decision-making styles are strongly related to the differences of consumers' gender and age. While the differences of consumers' occupation and income are moderately related, and education is weakly related to the differences in consumers' decision-making styles of Thai consumers towards the grey luxury fashion goods. This thesis makes an original theoretical contribution by filling the gap in research on consumers' decision-making styles for specific category products, the grey luxury fashion goods. Furthermore, it validates the applicability of the Consumer Style Inventory (CSI) model for Thai consumers while developing three additional decision-making style dimensions, Conspicuous Conscious, Reliance on Celebrities, and Exclusivity Conscious, to explain Thai consumers' grey luxury fashion consumption. In addition, it also makes managerial contributions by utilizing the research result to develop an approach for the Thai government to deal with this emerging grey market issue.

Item Type: Thesis (DBA)
Thesis Advisors:
Thesis AdvisorEmailURL
Additional Information: A print copy of this thesis is available for reference use only.
Uncontrolled Keywords: Consumer's decision-making styles; Consumer Style Inventory; Buying behaviour; Grey market; Luxury consumption; Luxury fashion goods; Thailand
Related URLs:
Subjects: H Social Sciences > HF Commerce > HF5001 Business > HF5428 Retail Trade
Divisions: Schools and Research Institutes > Gloucestershire Business School > Marketing, Events, Hospitality and Tourism
Depositing User: Susan Turner
Date Deposited: 21 Feb 2022 14:19
Last Modified: 21 Feb 2022 14:23

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