A Study of Factors Influencing Purchasing Decisions and the Logic of Consumption of Hello Kitty of Thai Consumers
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Abstract
This research aims to study factors that influence Thai consumer group’s decision to purchase Hello Kitty products. There are 2 sample groups of consumers: fan club and general consumers. Data were collected and analyzed from in-depth interviews and discussion with the logic of consumption concept. The results revealed that 2 groups of consumers were affected by the logic of exchange value the most, followed by the logic of use value. The logic of symbolic exchange value and the logic of sign value respectively.
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