| 520 สาระสังเขป |
Although the market for luxury products show signs of slowdown, demand for these products is high in Asia, particularly in Thailand. Despite the high demand for luxury products in Thailand, no research has ever been conducted to understand the perceived value of Thais generationally and culturally. The study aims to identify the perceived values of four Thai generations, namely, Baby Boomers, Generation X, Generation Y and Generation C. These values are then compared with those consumers in other countries. Qualitative and quantitative research were employed for data collection. The former was used to collect the general perceived values of luxury products, and the latter was adopted to know the significance of the values of the four generations. Findings illustrate generational and cultural differences of the value. |