| Author | Thirarut Sangkhawasi |
| Call Number | AIT Diss. no.SM-07-11 |
| Subject(s) | Materialism
|
| Note | A dissertation submitted in partial fulfillment of the requirements for the degree of Doctor of Philosophy in International Business |
| Publisher | Asian Institute of Technology |
| Abstract | The paper investigates the influence of status product strategy of Mercedes Benz, as a product, and of the Oriental Hotel, as a service, on materialism and the findings will help in planning appropriate strategies for curbing excessive materialism. Materialism level and perceived status associated with status product are measured amongst Bangkok people. The correlation between two shows the nature and the extent of the impact of the strategy on materialism. Status product strategy promotes materialism at a moderate level. The strategy has more impact in cases of products than in services. Middle age people, the senior, the wealthy, the low to middle income people, business owners and employees are susceptible to the impact of strategy. The characteristic of the brand - symbolic meaning and appearance shows a strong impact on materialists. The analysis does not distinguish between the perception of owner and non-owner of the brand. The findings point to adopting appropriate marketing strategies. These are: use direct marketing channels, expand product range to introduce affordable products, avoid problematic brand characteristics, communicate against bad connotation of materialism and suggest customers to make the proper decision in buying. This paper calls for re-examining the impact of the strategy in escalating materialism. |
| Year | 2007 |
| Type | Dissertation |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Johri, Lalit M.; |
| Examination Committee(s) | Sununta Siengthai;Dimmitt, Nicholas J.;Resurreccion, Bernadette; |
| Scholarship Donor(s) | Kasetsart University Thailand ;Royal Thai Government Fellowship; |
| Degree | Thesis (Ph.D.) - Asian Institute of Technology, 2007 |