Domestic Brand Name Handbag or International? An Investigation into the Antecedents Influencing Women’s Purchasing Preference in Thailand

Abstract

This research proposes the study of female consumer in Bangkok, Thailand views of domestic versus international branded handbag products. The experiment used perceived product value, perceived product quality, perceived sacrifice, perceived price difference, intrinsic motivation, and purchase decision maker as factors that possibly have influence with purchase decision choice. A discrete choice modeling approach is used to address the operational challenges of incorporating behavioral elements choice analysis. The quantitative method was adopted by means of structured questionnaire and sample of female consumers (n=442) responses were collected. Moreover, a multinomial logistic model is the appropriate model to gain deeper understanding in comparative way of what persuade female consumers to choose brand name handbag among domestic brand and international brand including low, middle, and high-end. This study shows that all of factors excluding purchase decision maker have significant influence with female consumer’s purchase decision choice so the marketers or manufacturers of three product classifications should be concerned about these factors. Furthermore, some of demographic variables of consumers such as consumer’s purchase experience (latest purchase decision) and total number of brand name handbag that the consumers owned also show significant effects in this research.