Consumer credit finance for brown goods in Thailand | |
| Author | Laksana Raktrakultham |
| Call Number | AIT RSPR no.SM-97-18 |
| Subject(s) | Consumer credit--Thailand Electronic apparatus and appliances--Thailand |
| Note | A research study submitted for the partial fulfillment of the requirements for the degree of Master of Business Administration. |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-97-18 |
| Abstract | Consumer credit is becoming increasing popular in Thailand. Brown goods are one of the most popular groups of products in this market. Knowledge of consumer behavior and business strategies in consumer credit market are important for credit operators to develop strategies for acquiring higher market share and benefits in this market. This study aimed to analyze consumer credit finance operators for brown goods in Thailand and tried to reveal Thai consumer purchasing behavior and attitudes towards credit usage and consumer behavior toward buying decision for brown goods. This study also tried to compare the attitudes of Thai consumer credit users and non-users. Furthermore, this research attempted to learn the strategies of existing credit operators in Thailand, such as manufacturers, dealers, retailers, sales finance companies and commercial banks in terms of marketing strategies and contents of credit schemes. A questionnaire survey of consumers and personal interviews with management level personnel of major credit operators were used to collect data. The results of the consumer survey showed that the low-to-middle income group are likely to prefer credit packages such as down payment 5%-10% of product price, monthly installment around 1,000-2,000 Baht, payment period 6-12 months, payment method by debiting through bank account and credit provision from sales finance companies. From the company interviews, it is noted that key success factors in the consumer credit market are strong financial support and designing competitive credit package. On the basis of market trends, this research makes a recommendation for entry strategies and potential products. |
| Year | 1997 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-97-18 |
| Type | Research Study Project Report (RSPR) |
| 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) | Gupta, Jyoti P.; |
| Examination Committee(s) | Johri, Lalit M.;Bechter, Clemens;Pacaud, Vincent;Fratacci, Gilles; |
| Scholarship Donor(s) | Asian Institute of Technology (Partial scholarship).; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1997 |