The Motivation And Behavior Of Millennial Towards Purchasing Gold Jewelry In Thailand

this research aims to elaborate and summarize the Millennials consumer behavior in purchasing gold jewelries in Thailand specifically within Bangkok and outside Bangkok.To understand whether millennials consumer purchasing behavior is align with the current gold jewelries trend or not,the author implemented various human behavior literature review including theoretical framework and in-depth interview with the millennial’s consumers.The research questions that this research will answer eventually is how millennial buyer are motivated to buy gold jewelries and what is the different in their behavior base on specific key point classification.The main content of this research wraps around between millennial purchasing flow within the environment of gold jewelries shop,the main idea is to figure out what is millennial preferences towards buying gold jewelries.The content also includes some framework and literacy relevant to the case study.The methodology of this research will include qualitative method and in-depth interview with millennial consumer and gold shop owners.Furthermore,the author will provide this research with complete data analysis and recommendation towards managerial.The finding of this academic research will be focused on recommendation and marketing strategy to adapt within the scope of millennial preferences in purchasing gold jewelries.In the other hand,this academic research will significantly help readers to understand the concept between millennial purchasing behavior towards gold jewelries.This will also significantly help gold shop company to understand millennial perspective in terms of their workforce or customers.