subject:(Consumer behavior Thailand)

University of Stirling

1. Bhovichitra, Phunpiti. Music CD in development and consumer value in the Thai music industry.

Degree: PhD, 2017, University of Stirling

► While the digital market, especially the music streaming market, has rapidly grown in recent years, however the physical music segment still remains relevant in the… (more)

▼ While the digital market, especially the music streaming market, has rapidly grown in recent years, however the physical music segment still remains relevant in the Thai market. The Thai music market has inimitable characteristics within the market in terms of the physical music record offers, recorded musical works, and a growth trend in physical sales. Moreover, the behaviour in physical music consumption is opposite to that in world markets. Music consumption practices in the Thai market and why physical music, and CDs in particular, remain relevant to the Thai music industry are an enigma. The music industry itself has suggested that the physical music market needs to be revamped and its physical products redeveloped. In addition, the major record companies have also refocused into developing physical markets. However, precisely how this is to be achieved has not been specified. The twin aims of this study are to more fully comprehend Thai music consumption practices in today’s market and to examine how the concepts of product development could be effective in responding to consumer needs and desires. Consumer-led product development is the main concept of this study used to create ideas to enhance music CDs. This study combined many perspectives related to consumer-led product development and then applied them to construct the conceptual framework named “The Seminal Framework for CD Development”. The framework is a roadmap to create a new set of features for a new form of music CD based on the input of the music industry’s representatives and consumers. A new form of music CD which includes a new set of features is named in this study as the “prototype CD”. Also, the framework is used to evaluate the effectiveness of the prototype CD; how the prototype CD is responsive to consumer needs as far as functional and psychological perspectives are concerned. Bearing in mind the aim of this research, the researcher considered the interpretive paradigm to be the most appropriate approach for capturing consumers’ experiences in music consumption practices and for studying the opinions, points of view and ideas derived from the consumers, and the experts in music CD development. In the data collection process, this study employed the technique of purposive sampling for selecting from the population. The purposive sampling technique allows the researcher to judge and select people or prospective participants who: 1) are available to participate I in conducting the research, 2) are knowledgeable about the industry, 3) have experience related to the context of the study, and 4) can provide the reliable and detailed information required to understand the focal themes of the study. This study conducted nine interviews with the music industry’s experts, 60 one-on-one interviews and four group interviews with consumers. For the data analysis, this study adopted the manual coding analysis. The Seminal Framework determined the coding structure, and sets of data could be organised into distinct themes, such as the new features…

Subjects/Keywords: Marketing; Consumer behaviour; Product development; Music consumption practices; Music CD; Physical music; Music CD development; Consumer value; Superior value; Music product features; Consumer-perceived benefit; Consumer-perceived benefit; Funtional value; Psychological value; Music trade Thailand; Music and technology Thailand; Consumer behavior Thailand

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APA (6^th Edition):

Bhovichitra, P. (2017). Music CD in development and consumer value in the Thai music industry. (Doctoral Dissertation). University of Stirling. Retrieved from http://hdl.handle.net/1893/26302

Chicago Manual of Style (16^th Edition):

Bhovichitra, Phunpiti. “Music CD in development and consumer value in the Thai music industry.” 2017. Doctoral Dissertation, University of Stirling. Accessed December 10, 2019. http://hdl.handle.net/1893/26302.

MLA Handbook (7^th Edition):

Bhovichitra, Phunpiti. “Music CD in development and consumer value in the Thai music industry.” 2017. Web. 10 Dec 2019.

Vancouver:

Bhovichitra P. Music CD in development and consumer value in the Thai music industry. [Internet] [Doctoral dissertation]. University of Stirling; 2017. [cited 2019 Dec 10]. Available from: http://hdl.handle.net/1893/26302.

Council of Science Editors:

Bhovichitra P. Music CD in development and consumer value in the Thai music industry. [Doctoral Dissertation]. University of Stirling; 2017. Available from: http://hdl.handle.net/1893/26302

2. Pimporn Maneerat. The behavior of international tourists visiting Phuket in 2004 .

Degree: Prince of Songkla University Faculty of Service Industries (Hospitality and Tourism Management International Program), 2006, Prince of Songkla University

URL: http://kb.psu.ac.th/psukb/handle/2553/1509

Subjects/Keywords: Consumer behavior Thailand; Tourist trade Thailand; Service industries Thailand

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APA (6^th Edition):

Maneerat, P. (2006). The behavior of international tourists visiting Phuket in 2004 . (Thesis). Prince of Songkla University. Retrieved from http://kb.psu.ac.th/psukb/handle/2553/1509

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16^th Edition):

Maneerat, Pimporn. “The behavior of international tourists visiting Phuket in 2004 .” 2006. Thesis, Prince of Songkla University. Accessed December 10, 2019. http://kb.psu.ac.th/psukb/handle/2553/1509.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7^th Edition):

Maneerat, Pimporn. “The behavior of international tourists visiting Phuket in 2004 .” 2006. Web. 10 Dec 2019.

Vancouver:

Maneerat P. The behavior of international tourists visiting Phuket in 2004 . [Internet] [Thesis]. Prince of Songkla University; 2006. [cited 2019 Dec 10]. Available from: http://kb.psu.ac.th/psukb/handle/2553/1509.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

Maneerat P. The behavior of international tourists visiting Phuket in 2004 . [Thesis]. Prince of Songkla University; 2006. Available from: http://kb.psu.ac.th/psukb/handle/2553/1509

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

3. Witchulada Chaithanee. Consumer decision making styles in hotel selection in Phuket .

Degree: คณะการบริการและการท่องเที่ยว สาขาวิชาการจัดการการบริการและการท่องเที่ยว, 2013, Prince of Songkla University

URL: http://kb.psu.ac.th/psukb/handle/2010/10099

Subjects/Keywords: Consumer behavior Thailand Phuket; Consumer education Thailand Phuket

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APA (6^th Edition):

Chaithanee, W. (2013). Consumer decision making styles in hotel selection in Phuket . (Thesis). Prince of Songkla University. Retrieved from http://kb.psu.ac.th/psukb/handle/2010/10099

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16^th Edition):

Chaithanee, Witchulada. “Consumer decision making styles in hotel selection in Phuket .” 2013. Thesis, Prince of Songkla University. Accessed December 10, 2019. http://kb.psu.ac.th/psukb/handle/2010/10099.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7^th Edition):

Chaithanee, Witchulada. “Consumer decision making styles in hotel selection in Phuket .” 2013. Web. 10 Dec 2019.

Vancouver:

Chaithanee W. Consumer decision making styles in hotel selection in Phuket . [Internet] [Thesis]. Prince of Songkla University; 2013. [cited 2019 Dec 10]. Available from: http://kb.psu.ac.th/psukb/handle/2010/10099.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

Chaithanee W. Consumer decision making styles in hotel selection in Phuket . [Thesis]. Prince of Songkla University; 2013. Available from: http://kb.psu.ac.th/psukb/handle/2010/10099

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

4. rimpeekool, wimalin. Nutrition labelling of food to promote consumer health in transitional Thailand .

Degree: 2016, Australian National University

URL: http://hdl.handle.net/1885/116186

► Over the last century, population transitions linked to development have affected disease and longevity, especially in middle-income countries. In Southeast Asia, the food supply is… (more)

▼ Over the last century, population transitions linked to development have affected disease and longevity, especially in middle-income countries. In Southeast Asia, the food supply is changing and processed food diets are increasing intakes of energy, fat, sugar, and sodium. This has resulted in diet-related non-communicable diseases (NCDs) that are now major public health problems. Interest in this nutrition transition of changing environment, diet, and lifestyle generated the nutrition labelling research conducted for this thesis. Thai nutrition labelling aims to promote healthier eating among consumers. The labels have not been revised although many complain of difficulty in interpreting the information and we know little about Thai consumer response. This thesis aimed to generate evidence for policies to enhance the utility of future labels in Thailand. Five first author papers resulted (four published and one under review). The first study looks back at food and nutrition labelling in Thailand across the last century and found 81 relevant documents dated between 1908 and 2015. Thai food labelling began to protect consumers from adulterated foods in 1927. Labelling regulations interacted with economic development and international trade in complex ways. The Thai food industry emerged after World War 2 and Thailand joined the international Codex Alimentarius. Consumers became concerned about food and the government created consumer-friendly labels. Over the last two decades, nutrition labelling expanded to promote population health by inducing appropriate changes in eating behaviours and lifestyle. However, domestic protection is now in tension with the rules of the global food trade. The second and third studies were qualitative and used semi-structured in-depth interviews with open-ended questions of a sample of Thai adults. The interview data were obtained by the candidates from 14 university-educated Bangkok members of the Thai Cohort Study (see below) and 20 less educated walk-in supermarket Ranong customers southwest from Bangkok. The second study used a combined Knowledge-Attitude-Behaviour and Health Belief Model to explore participant experiences and motivations in relation to nutrition labels. The third study explored barriers in interpreting information on labels. Participants had difficulties due to low awareness, literacy and numeracy and they thought label formats could improve. The fourth and fifth studies were epidemiological and large in scale. They generated new data on labelling from the nationwide antecedent Thai Cohort Study (TCS) at its 8-year mark in 2013. Cohort members were 42,750 distance learning Sukhothai Thammathirat Open University (STOU) adults under observation since 2005 for multi-faceted research on development-related …

Subjects/Keywords: nutrition label; food label; Thailand; consumer behaviour; nutrition transition; qualitative study; quantitative study; history; socio-demographic; non-communicable disease; health behavior

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APA (6^th Edition):

rimpeekool, w. (2016). Nutrition labelling of food to promote consumer health in transitional Thailand . (Thesis). Australian National University. Retrieved from http://hdl.handle.net/1885/116186

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16^th Edition):

rimpeekool, wimalin. “Nutrition labelling of food to promote consumer health in transitional Thailand .” 2016. Thesis, Australian National University. Accessed December 10, 2019. http://hdl.handle.net/1885/116186.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7^th Edition):

rimpeekool, wimalin. “Nutrition labelling of food to promote consumer health in transitional Thailand .” 2016. Web. 10 Dec 2019.

Vancouver:

rimpeekool w. Nutrition labelling of food to promote consumer health in transitional Thailand . [Internet] [Thesis]. Australian National University; 2016. [cited 2019 Dec 10]. Available from: http://hdl.handle.net/1885/116186.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

rimpeekool w. Nutrition labelling of food to promote consumer health in transitional Thailand . [Thesis]. Australian National University; 2016. Available from: http://hdl.handle.net/1885/116186

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

5. Oraluck Chidchio. Developing Thailand's as a senior tourist destination .

Degree: Prince of Songkla University Faculty of Service Industries (Hospitality and Tourism Management International Program), 2008, Prince of Songkla University

URL: http://kb.psu.ac.th/psukb/handle/2553/1508

Subjects/Keywords: Consumer behavior Thailand; Aged Trave Thailand; Tourism Thailand; Travel Thailand

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APA (6^th Edition):

Chidchio, O. (2008). Developing Thailand's as a senior tourist destination . (Thesis). Prince of Songkla University. Retrieved from http://kb.psu.ac.th/psukb/handle/2553/1508

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16^th Edition):

Chidchio, Oraluck. “Developing Thailand's as a senior tourist destination .” 2008. Thesis, Prince of Songkla University. Accessed December 10, 2019. http://kb.psu.ac.th/psukb/handle/2553/1508.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7^th Edition):

Chidchio, Oraluck. “Developing Thailand's as a senior tourist destination .” 2008. Web. 10 Dec 2019.

Vancouver:

Chidchio O. Developing Thailand's as a senior tourist destination . [Internet] [Thesis]. Prince of Songkla University; 2008. [cited 2019 Dec 10]. Available from: http://kb.psu.ac.th/psukb/handle/2553/1508.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

Chidchio O. Developing Thailand's as a senior tourist destination . [Thesis]. Prince of Songkla University; 2008. Available from: http://kb.psu.ac.th/psukb/handle/2553/1508

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

University of Stirling

6. Boonchai, Paranee. Cross-border tourism and the emerging nation: taxonomy of the ignored shopper.

Degree: PhD, 2017, University of Stirling

URL: http://hdl.handle.net/1893/26950

► The growth in Laos’ economy has been increasingly important in terms of consumption and tourism within Thailand. Currently, however, few studies have attempted to develop… (more)

▼ The growth in Laos’ economy has been increasingly important in terms of consumption and tourism within Thailand. Currently, however, few studies have attempted to develop a marketing strategy for regional retailers in this emerging nation. This research is concerned with developing an appropriate marketing strategy that balances supply and demand within this regional market. Given that marketing relies heavily on understanding consumer behaviour, the objectives of this study are, first, to develop a cross-border shopper taxonomy in a regional market using benefit segmentation. In order to develop this marketing strategy, the research identified consumer expectations in order to explore how to achieve a competitive advantage that matches consumer needs with the available supplies. This cross-border shopping taxonomy provides a starting point for a holistic evaluation that will assist retailers in making marketing decisions. The study then attempts to understand the current market situations and marketing in practice from the perspective of suppliers. After assessing the correspondence between demand and supply, recommendations on strategic marketing are offered to Thai retailers at the end of the investigation. This study employed both quantitative and qualitative research methods, with 337 questionnaires and seven in-depth interviews. The survey was conducted in Thailand between December 2013 and January 2014. The data were collected from three provinces in the northeast region of Thailand that share a border with Laos: Nongkhai, Mukdahan and Nakorn Phanom. These provinces have high potential in respect to both tourism and retail developments. In addition, the seven interviewees with retailers and policy planners examined the implementation of market segmentation and marketing strategies. The data from the interviews was interpreted and compared with the quantitative data in order to investigate the correspondence between supply and demand. In order to classify cross-border shoppers, the major statistical analyses used were EFA and cluster analysis based on benefits sought. Segments were profiled with travel behaviour, shopping behaviour and demographic variables. ANOVA and MANOVA were employed to test differences between groups. After that, the research explored expectations through the Importance-Performance Analysis (IPA) in order to identify priorities for developing a competitive advantage. The results show that cross-border shoppers in the regional markets of Thailand consist of four segments: the Enthusiastic shoppers, the Leisure-tourist shoppers, the Product-focused shoppers and the Practical shoppers. These segments relate to the benefits sought, and correlate with different demographic variables, shopping activities and consumption patterns. Moreover, they have different expectations towards place attributes which are important for designing a marketing strategy that is suitable to each segment. Unfortunately, the interviewees from the supply side provided less marketing response to the cross-border…

Subjects/Keywords: Cross-border tourism; cross-border shopper taxonomy; Market segmentation; The emerging nation; Retail trade Thailand Laos; Market segmentation Thailand Laos; Tourism Thailand Laos; Consumer behavior Thailand Laos

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APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6^th Edition):

Boonchai, P. (2017). Cross-border tourism and the emerging nation: taxonomy of the ignored shopper. (Doctoral Dissertation). University of Stirling. Retrieved from http://hdl.handle.net/1893/26950

Chicago Manual of Style (16^th Edition):

Boonchai, Paranee. “Cross-border tourism and the emerging nation: taxonomy of the ignored shopper.” 2017. Doctoral Dissertation, University of Stirling. Accessed December 10, 2019. http://hdl.handle.net/1893/26950.

MLA Handbook (7^th Edition):

Boonchai, Paranee. “Cross-border tourism and the emerging nation: taxonomy of the ignored shopper.” 2017. Web. 10 Dec 2019.

Vancouver:

Boonchai P. Cross-border tourism and the emerging nation: taxonomy of the ignored shopper. [Internet] [Doctoral dissertation]. University of Stirling; 2017. [cited 2019 Dec 10]. Available from: http://hdl.handle.net/1893/26950.

Council of Science Editors:

Boonchai P. Cross-border tourism and the emerging nation: taxonomy of the ignored shopper. [Doctoral Dissertation]. University of Stirling; 2017. Available from: http://hdl.handle.net/1893/26950

7. Thongpila, Kamolchanok. Fabricated Future : applying the Theory of Planned Behavior to influence purchaseintention of green fashion made from recycled plastic in Thailand.

Degree: Engineering and Business, 2019, University of Borås

URL: http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-21992

► The purpose of this study is to investigate factors influencing the Thai millennial consumers’ intention to purchase clothing and accessories made from recycled plastic.… (more)

Subjects/Keywords: green fashion; consumer behavior; buying behavior; recycled plastic; sustainable consumption; Thailand; Economics and Business; Ekonomi och näringsliv

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APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6^th Edition):

Thongpila, K. (2019). Fabricated Future : applying the Theory of Planned Behavior to influence purchaseintention of green fashion made from recycled plastic in Thailand. (Thesis). University of Borås. Retrieved from http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-21992

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16^th Edition):

Thongpila, Kamolchanok. “Fabricated Future : applying the Theory of Planned Behavior to influence purchaseintention of green fashion made from recycled plastic in Thailand.” 2019. Thesis, University of Borås. Accessed December 10, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-21992.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7^th Edition):

Thongpila, Kamolchanok. “Fabricated Future : applying the Theory of Planned Behavior to influence purchaseintention of green fashion made from recycled plastic in Thailand.” 2019. Web. 10 Dec 2019.

Vancouver:

Thongpila K. Fabricated Future : applying the Theory of Planned Behavior to influence purchaseintention of green fashion made from recycled plastic in Thailand. [Internet] [Thesis]. University of Borås; 2019. [cited 2019 Dec 10]. Available from: http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-21992.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

Thongpila K. Fabricated Future : applying the Theory of Planned Behavior to influence purchaseintention of green fashion made from recycled plastic in Thailand. [Thesis]. University of Borås; 2019. Available from: http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-21992

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

University of Hong Kong

8. Chau, Wai-yee, Danny. The branding strategy of car industry in Hong Kong and Thailand.

Degree: MBA, 1996, University of Hong Kong

URL: Chau, W. D. [周偉義]. (1996). The branding strategy of car industry in Hong Kong and Thailand. (Thesis). University of Hong Kong, Pokfulam, Hong Kong SAR. Retrieved from http://dx.doi.org/10.5353/th_b3126700 ; http://dx.doi.org/10.5353/th_b3126700 ; http://hdl.handle.net/10722/37846

published_or_final_version

Business Administration

Master

Master of Business Administration

Subjects/Keywords: Consumer behavior - China - Hong Kong.; Brand choice - China - Hong Kong.; Brand choice - Thailand.; Automobile industry and trade - China - Hong Kong.; Automobile industry and trade - Thailand.; Consumer behavior - Thailand.

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APA (6^th Edition):

Chau, Wai-yee, D. (1996). The branding strategy of car industry in Hong Kong and Thailand. (Masters Thesis). University of Hong Kong. Retrieved from Chau, W. D. [周偉義]. (1996). The branding strategy of car industry in Hong Kong and Thailand. (Thesis). University of Hong Kong, Pokfulam, Hong Kong SAR. Retrieved from http://dx.doi.org/10.5353/th_b3126700 ; http://dx.doi.org/10.5353/th_b3126700 ; http://hdl.handle.net/10722/37846

Chicago Manual of Style (16^th Edition):

Chau, Wai-yee, Danny. “The branding strategy of car industry in Hong Kong and Thailand.” 1996. Masters Thesis, University of Hong Kong. Accessed December 10, 2019. Chau, W. D. [周偉義]. (1996). The branding strategy of car industry in Hong Kong and Thailand. (Thesis). University of Hong Kong, Pokfulam, Hong Kong SAR. Retrieved from http://dx.doi.org/10.5353/th_b3126700 ; http://dx.doi.org/10.5353/th_b3126700 ; http://hdl.handle.net/10722/37846.

MLA Handbook (7^th Edition):

Chau, Wai-yee, Danny. “The branding strategy of car industry in Hong Kong and Thailand.” 1996. Web. 10 Dec 2019.

Vancouver:

Chau, Wai-yee D. The branding strategy of car industry in Hong Kong and Thailand. [Internet] [Masters thesis]. University of Hong Kong; 1996. [cited 2019 Dec 10]. Available from: Chau, W. D. [周偉義]. (1996). The branding strategy of car industry in Hong Kong and Thailand. (Thesis). University of Hong Kong, Pokfulam, Hong Kong SAR. Retrieved from http://dx.doi.org/10.5353/th_b3126700 ; http://dx.doi.org/10.5353/th_b3126700 ; http://hdl.handle.net/10722/37846.

Council of Science Editors:

Chau, Wai-yee D. The branding strategy of car industry in Hong Kong and Thailand. [Masters Thesis]. University of Hong Kong; 1996. Available from: Chau, W. D. [周偉義]. (1996). The branding strategy of car industry in Hong Kong and Thailand. (Thesis). University of Hong Kong, Pokfulam, Hong Kong SAR. Retrieved from http://dx.doi.org/10.5353/th_b3126700 ; http://dx.doi.org/10.5353/th_b3126700 ; http://hdl.handle.net/10722/37846

9. Bumrungkitjareon, Tipaporn. Purchasing Intentions of Young Thai Male towards Men‟s Skin Care Products.

Degree: Sustainable Development of Society and Technology, 2011, Mälardalen University

URL: http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-12604

► Title: Purchasing Intentions of Young Thai Male towards Men's Skin Care Products Problem: Men concern more about their image than ever before. This behavior… (more)

▼ Title: Purchasing Intentions of Young Thai Male towards Men's Skin Care Products Problem: Men concern more about their image than ever before. This behavior is becoming a new trend in cosmetic market. Moreover, Thailand is one of the fast growing cosmetics industry, particularly male skin care market within countries in Asia-Pacific region. However, most of the literatures have just studied on women cosmetic products. There are a few studies within male cosmetic market, despite the demands of cosmetic products are increasing among men as well as women. Purpose: This study aims to discuss the relationships between dimension of brand equity, overall brand equity, brand preference and purchase intention of men‟s skin care products among young Thai male in Bangkok. The study measures the equity of brand and identifies the impact of brand equity on brand preference and purchase intentions. Research Question: How does brand equity associate with purchasing intention of young Thai male towards skin care products? Method: Quantitative research method interpreted by the authors is applied in this research. A questionnaire-based survey is used as a tool to collect the data and the specific variables used in this paper: the dimension of brand equity, overall brand equity, brand preference, and purchase intention. Both primary and secondary types of data collection were used for this research. Conclusion: The results reveal that each dimension of brand equity, which consists of brand loyalty, brand awareness, brand association, and perceive quality have a significant impact on overall brand equity. However, brand loyalty and perceive quality have a bigger impact on brand equity than brand association and brand awareness. The impact of brand equity in itsIIconsequences supported the direct positive impact on brand preference and purchase intention. This predicate that brands with higher levels of brand equity would generate higher levels of customer brand preference. Moreover, the customers, who have high level of brand preference indicated that they have more willingness to continually purchase the specific men‟s skin care brand and this can build higher purchase intention. Last but not least, this current research also figure out that using celebrity may not be the most effective strategy to stimulate consumer purchasing intentions toward men‟s skin care product among young Thai males in Bangkok.

Subjects/Keywords: Brand equity; Brand preference; Purchase intention; Men's skin care OR cosmetic product; Consumer behavior and male; Thailand

…of branding and men‟s behavior in the cosmetic market in Thailand. 1.6 Target Audience… …support this research by focused on consumer behavior and branding. Next, the authors provided… …questions numbers two to eight are created to study the consumer behavior towards men‟s skin care… …Pitman, 2005) According to U.S. Commercial Service (2007), Thailand is one of… …According to research firm GfK, men‟s behavior is becoming more likely women shopping behavior…

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APA (6^th Edition):

Bumrungkitjareon, T. (2011). Purchasing Intentions of Young Thai Male towards Men‟s Skin Care Products. (Thesis). Mälardalen University. Retrieved from http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-12604

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16^th Edition):

Bumrungkitjareon, Tipaporn. “Purchasing Intentions of Young Thai Male towards Men‟s Skin Care Products.” 2011. Thesis, Mälardalen University. Accessed December 10, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-12604.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7^th Edition):

Bumrungkitjareon, Tipaporn. “Purchasing Intentions of Young Thai Male towards Men‟s Skin Care Products.” 2011. Web. 10 Dec 2019.

Vancouver:

Bumrungkitjareon T. Purchasing Intentions of Young Thai Male towards Men‟s Skin Care Products. [Internet] [Thesis]. Mälardalen University; 2011. [cited 2019 Dec 10]. Available from: http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-12604.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

Bumrungkitjareon T. Purchasing Intentions of Young Thai Male towards Men‟s Skin Care Products. [Thesis]. Mälardalen University; 2011. Available from: http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-12604

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

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