Marketing Strategy Research Of Louis Vuitton In Thailand

Over the past few years, luxury brand market has significantly grown all over the world, especially in Asia including Thailand. For Thailand, An upward consumption trend of luxury production in Asia market has pushed many luxury brands to expand their market to Thailand. Therefore, in order to be successful in Thai market, it is important for the luxury brand companies to know what factors have influenced customer buying decision. People always have certain perceptions toward luxury brand products, which they buy. From the previous studies, it can be found that not only perceived value, but also demographic segments that could affect people’s purchasing intention. In this research, Online and offline questionnaire are used as a main tool to collect data from Thai’s respondents. All the data are analyzed by SPSS software with descriptive statistical, factor analysis, arithmetic mean, percentage and Chi-square. A total of 400 questionnaires were collected. People who take part in answering this questionnaire are who already have bought at least one Louis Vuitton’s product. The major respondents are female (63%), aged 20-25 (41%), bachelor degree (66.8%), private employees (40.8%), salary between 30,001-60,000THB (37.5%), average spending per time 15,001-30,000THB (41.5%), buy less than 1 time a year (56%), buy because quality (31.6%) and popular products are bags/wallet (87.1%). In conclusion, Demographic factor have relationship with the importance of marketing strategy that affect buying Louis Vuitton’s product decision. In addition, marketing strategy factor also has a positive relationship with customer buying Louis Vuitton’s product decision.