A feasibility study of consumer credit in Thailand, with a focus on white goods and furniture | |
| Author | Pavina Saengkajonkiat |
| Call Number | AIT RSPR no.SM-97-12 |
| Subject(s) | Consumer credit--Thailand Household appliances, Electric--Thailand--Marketing |
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-97-12 |
| Abstract | The consumer credit business in Thailand has become successfully during the past 3-4 years. Various consumer credit operators has emerged to provide a consumer loan to the consumers. Hence, this research study was executed to find out whether there is still a market niche for the new entry to share their proportion in this market or not. The overview of consumer credit in Thailand as well as external factors affecting the business operations were presented in this research study. Furthermore, the research also studied about consumer attitude and behavior of both experienced and inexperienced credit users through the questionnaire survey. The interviews with major leading consumer credit operators were also carried out to examine their business strategies including their financing and their credit package design. The results of the consumer survey showed that the interest rate was the most important factor among Thai consumers. Most experienced credit users were low-to middle income earners and graduated with a bachelor degree. The most preferred installment period was at the range of 10-12 months. According to the company's interviews, the attractive credit scheme, such as low interest, long installment period and short approval period, was developed to attract more customers. Finally, the recommendations were prepared ·for the newcomer in the aspects of investment requirement, entry mode, and marketing mix. |
| Year | 1997 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-97-12 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Gupta, Jyoti P. |
| Examination Committee(s) | Johri, Lalti M.;Bechtar, Clemens;Pacaud, Vincent;Fratacci, Gilles; |
| Scholarship Donor(s) | Asian Institute of Technology; |
| Degree | Research studies project report (M.B.A.) - Asian Institute of Technology, 1997 |