Publication: Marketing strategies of crocodile leather products from thailand among chinese consumers
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Issued Date
2025-01-17
Resource Type
Language
eng
File Type
application/pdf
Access Rights
Open Access
Rights
ผลงานนี้เผยแพร่ภายใต้ สัญญาอนุญาตครีเอทีฟคอมมอนส์แบบ แสดงที่มา-ไม่ใช้เพื่อการค้า-ไม่ดัดแปลง 4.0 (CC BY-NC-ND 4.0)
Rights Holder(s)
Srinakharinwirot University
Suggested Citation
Xiang Li (2025). Marketing strategies of crocodile leather products from thailand among chinese consumers. Retrieved from: https://hdl.handle.net/20.500.14740/51845
Alternative Title(s)
กลยุทธ์ทางการตลาดของผลิตภัณฑ์หนังจระเข้จากประเทศไทยในกลุ่มผู้บริโภคชาวจีน
Author(s)
Advisor(s)
Organization
Abstract
This study exploreed the impact of marketing strategies on the purchasing decisions of Chinese consumers regarding Thai crocodile skin products. Using a quantitative research approach, online surveys were conducted to collect primary data, with a focus on analyzing the influence of demographic variables and the 4Ps (Product, Price, Place, Promotion) on purchasing decisions. The quantitative data were analyzed using statistical methods, including descriptive statistics, correlation analysis, and multiple regression analysis, to identify key consumer behaviors and preferences. The findings revealed that the 4Ps significantly affected consumer purchasing decisions, with product quality and promotional strategies showing the strongest influence. Based on the results, strategic recommendations were provided to enhance brand image, improve reputation management, and develop precision marketing targeting specific consumer demographics. This study offers actionable insights for optimizing marketing strategies in the luxury segment and highlights opportunities for future research in sustainability and environmental factors related to luxury goods.
Degree Name
MASTER OF BUSINESS ADMINISTRATION
Degree Level
Masters
Degree Discipline
Business Administration
Degree Grantor(s)
Srinakharinwirot University