Consumption behavior and perception of Thai female consumers toward used brand name handbags

The purpose of this study is to understand consumer’s behavior on the purchase of used brand name handbags though a decision-making process, key influences, and reason-to-buy. The research also aims to understand perception and attitudes of these customers. This study was undertaken using qualitative basis with observation and in-depth interview method. The information was interpreted through marketing frameworks. The research found that the emergence of online channels has disrupted the market and created an easier mean of communication and promoting between sellers and buyers. The decision-making process on both physical store and online store were quite similar in the perspective of product authenticity and word of mouth communication. Used brand name handbag purchasers believed that the used product offered the same social status and image that they are looking for at a cheaper price. The reason to buy were worthiness, long lasting, reflecting self-identity, and discontinue model. The customer’s profile for the used product is female at age between 18-40 years old, who love shopping with superior taste in fashion, well-groomed dress, and passion on dress up nicely.