Please use this identifier to cite or link to this item: https://doi.org/10.21256/zhaw-19573
Publication type: Master thesis
Title: Evaluation of the potential of market entrance into the personal luxury goods resale market in Thailand
Authors: Hirunyatrakul, Piyatida
Advisors / Reviewers: Gadgil, Maya
Dela Cruz, Jeremy
DOI: 10.21256/zhaw-19573
Extent: 116
Issue Date: 2019
Publisher / Ed. Institution: ZHAW Zürcher Hochschule für Angewandte Wissenschaften
Publisher / Ed. Institution: Winterthur
Language: English
Subject (DDC): 337: International economics and commerce
Abstract: The resale of luxury goods is a relatively new phenomenon that globally shakes up the luxury industry. Despite having a second-hand luxury market in place, the Thai market lacks service quality in international comparison, leaving the potential for companies to enter the market and close the quality gap. Past research focused on consumer behavior in relation to luxury consumption (Eastman et al., 1999), service quality (Parasuraman et al., 1988) as well as the relatively new pattern of second-hand consumption (Roux & Guiot, 2010). This study combined these approaches to evaluate the potential of market entrance into the personal luxury goods resale market in Thailand and addressed the questions whether there is potential for a second-hand luxury reselling business in Thailand and which service parameter is most important for Thai customers. In order to answer these questions, the Thai market is analyzed with a review of secondary sources and through quantitative research methods (i.e. online consumer survey), measuring the Thai consumers’ attitude towards luxury and second-hand consumption of personal luxury goods. The survey also included a section on service quality that sought to answer the second research question concerning the importance thereof. The general market environment and the willingness of Thai consumers to engage in second-hand consumption of personal luxury goods suggest that there is potential for a second-hand luxury reselling business in Thailand. Furthermore, the results indicate, that Assurance is the most important service dimension for Thai consumers.
URI: https://digitalcollection.zhaw.ch/handle/11475/19573
License (according to publishing contract): CC BY-NC-ND 4.0: Attribution - Non commercial - No derivatives 4.0 International
Departement: School of Management and Law
Appears in Collections:MSc International Business

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