FACTORS INFLUENCING PURCHASING DECISION TOWARD LUXURY VEHICLES: THE CASE STUDY OF PORSCHE CARS IN BANGKOK, THAILAND

This research examines consumer purchase behavior and intentions toward luxury vehicles in Thailand, using Porsche as a case study. Luxury vehicle purchases are growing in Thailand, even though automobile purchases in general have been stagnant. This suggests that certain consumer needs are being met by the purchase. The research was conducted as a consumer survey of Porsche owners in Bangkok (n = 400). Findings revealed that buyers were likely to be male, high income (BHT1 million/month+), highly educated and older. Older consumers, consumers with income of BHT1m to BHT5m, and Master degree holders had significantly higher purchase intentions. The study also revealed that information search, social factors, and psychological factors had a significant positive influence on the consumer purchase decision. This study implies that consumer wealth and psychological and social needs, rather than the product itself, drives luxury automobile consumption choices