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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 |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| Master Thesis_Piyatida Hirunyatrakul.pdf | 5.43 MB | Adobe PDF |  View/Open |
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Hirunyatrakul, P. (2019). Evaluation of the potential of market entrance into the personal luxury goods resale market in Thailand [Master’s thesis, ZHAW Zürcher Hochschule für Angewandte Wissenschaften]. https://doi.org/10.21256/zhaw-19573
Hirunyatrakul, P. (2019) Evaluation of the potential of market entrance into the personal luxury goods resale market in Thailand. Master’s thesis. ZHAW Zürcher Hochschule für Angewandte Wissenschaften. Available at: https://doi.org/10.21256/zhaw-19573.
P. Hirunyatrakul, “Evaluation of the potential of market entrance into the personal luxury goods resale market in Thailand,” Master’s thesis, ZHAW Zürcher Hochschule für Angewandte Wissenschaften, Winterthur, 2019. doi: 10.21256/zhaw-19573.
HIRUNYATRAKUL, Piyatida, 2019. Evaluation of the potential of market entrance into the personal luxury goods resale market in Thailand. Master’s thesis. Winterthur: ZHAW Zürcher Hochschule für Angewandte Wissenschaften
Hirunyatrakul, Piyatida. 2019. “Evaluation of the Potential of Market Entrance into the Personal Luxury Goods Resale Market in Thailand.” Master’s thesis, Winterthur: ZHAW Zürcher Hochschule für Angewandte Wissenschaften. https://doi.org/10.21256/zhaw-19573.
Hirunyatrakul, Piyatida. Evaluation of the Potential of Market Entrance into the Personal Luxury Goods Resale Market in Thailand. ZHAW Zürcher Hochschule für Angewandte Wissenschaften, 2019, https://doi.org/10.21256/zhaw-19573.
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