พฤติกรรมการเลือกซื้อกระเป๋าแบรนด์เนมมือสอง PURCHASING BEHAVIOR OF SECOND-HAND BRANDED BAGS

Abstract

         The objectives of the study on the purchasing behavior for second-hand designer bags were: 1) to study the purchasing behavior for second-hand designer bags, 2) to study the marketing mix factors in selecting second-hand designer bags, 3) to compare the purchasing behavior for second-hand designer bags in terms of personal data, and 4) to study the marketing mix factors affecting the purchasing behavior of selecting second-hand designer bags. The sample group comprised 400 people. The research instrument was a questionnaire. The collected data were analyzed using percentage, mean, t-test, f-test, Chi-square, and multiple regression analysis.

         The results showed that most respondents were female, aged between 21-30 years old, held a bachelor’s degree, worked for private enterprises, and had an average monthly of 20,000-35,000 baht. The behavior of buying second-hand Louis Vuitton shoulder bags included the following: Second-hand bags were bought because they were cheaper than new ones. The purchases were made based on self-made decisions. The bags were bought as birthday presents for lovers and family members through online applications. The products were paid via online banking. The average purchase price was between 25,000-50,000 baht every two years. The average purchase price was 1.7 times. Overall, marketing mix factors were at a high level. The results of the hypothesis testing revealed that gender, age, level of education, occupation, and monthly salary affected the purchasing behavior of selecting second-hand designer bags. The marketing mix factors in terms of marketing promotion influenced the purchasing behavior of picking second-hand designer bags at the statistical significance level of 0.05.