Consumer Behaviour Towards Watches
Purchasing Luxury Goods: consumer behaviour of international students in the
UK
By
SRICHAN SRIVIROJ
2007
A Dissertation presented in part consideration for the degree of MSc in International Business.
i
Acknowledgement
I would like to express my deepest sense to my supervisor Dr. Nick Ellis for his patience, time, and guidance. I am also in debt for his valuable time in scrutinizing through this study, which could have never been accomplished without his excellence advice. I would like to thank all the students that took part in collecting valuable data towards this research.
I am thankful to Thada Pongsawang for his recommendations and suggestions in every stage of my work.
Finally, I would like to express my gratitude to my beloved parents for their support and care, without them I would not have been able to complete my research.
Srichan Sriviroj
MSc International Business
ii
ABSTRACT
This study attempts to investigate young consumer behaviour towards purchasing luxury brand products in three countries including the United Kingdom,
Thailand and China. It describes the results from a survey of 144 students at various
Universities in the UK. Snowball sampling method was applied to distribute online questionnaire. In this study, the statistical data analyses in a form of SPSS with the help of Microsoft Excel were conducted by applying a method of inferential statistics
T-test and F-test. The combinations of qualitative and quantitative were used to aid the explanation of the results. This work mainly focuses on culture, motivation, status and material consumption, generation Y and gender. It indicates that there has been a change in culture suggesting that Eastern consumers purchasing preferences appears to imitate Western style behaviour. In terms of purchasing luxury brand items, UK and Thai consumers seems to have the same motivational factors whereas Chinese respondents show a different perspective.
UK
By
SRICHAN SRIVIROJ
2007
A Dissertation presented in part consideration for the degree of MSc in International Business.
i
Acknowledgement
I would like to express my deepest sense to my supervisor Dr. Nick Ellis for his patience, time, and guidance. I am also in debt for his valuable time in scrutinizing through this study, which could have never been accomplished without his excellence advice. I would like to thank all the students that took part in collecting valuable data towards this research.
I am thankful to Thada Pongsawang for his recommendations and suggestions in every stage of my work.
Finally, I would like to express my gratitude to my beloved parents for their support and care, without them I would not have been able to complete my research.
Srichan Sriviroj
MSc International Business
ii
ABSTRACT
This study attempts to investigate young consumer behaviour towards purchasing luxury brand products in three countries including the United Kingdom,
Thailand and China. It describes the results from a survey of 144 students at various
Universities in the UK. Snowball sampling method was applied to distribute online questionnaire. In this study, the statistical data analyses in a form of SPSS with the help of Microsoft Excel were conducted by applying a method of inferential statistics
T-test and F-test. The combinations of qualitative and quantitative were used to aid the explanation of the results. This work mainly focuses on culture, motivation, status and material consumption, generation Y and gender. It indicates that there has been a change in culture suggesting that Eastern consumers purchasing preferences appears to imitate Western style behaviour. In terms of purchasing luxury brand items, UK and Thai consumers seems to have the same motivational factors whereas Chinese respondents show a different perspective.
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