Consumer behavior towards sales promotion and sales promotion competition in Thai luxury car market | |
| Author | Li, Jijun |
| Call Number | AIT RSPR no. SM-96-29 |
| Subject(s) | Consumer behavior--Thailand Automobiles--Marketing |
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business and Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Abstract | This research examined the major players performance in Thai luxury car market in the field of sales promotion. The research also discovered the common characteristics of consumer behaviors towards the sales promotion as well as some key considerations when consumer use the sales promotion. The consumer's major purchasing criteria in luxury car purchasing and characteristics of luxury car owners are figured out in this research. The major player's performance has been evaluated in a view of the consumer. At the end, focus on improving the sales promotion effectiveness and efficiency, the ways to successfully competing in the future competition are suggested and the benchmarks in this market in terms of sales promotions innovation and strategy are developed. |
| Year | 1996 |
| 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) | Speece, Mark; |
| Examination Committee(s) | Igel, Barbara ;Tang, John C. S.; |
| Scholarship Donor(s) | DAAD Scholarship, Germany; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1996 |