| Summary: | 碩士 === 國立臺北商業大學 === 國際商務系碩士班 === 106 === In the Kingdom of Thailand where it is well-known as the land of Buddhism. There is a teaching in Buddhism to focus on mind and spirits, by rejecting personal desires in an object. However, due to the globalization and the advancement of technologies, people are able to experience many different cultures more easily and the tourism that rises, especially in the capital city of Thailand where many tourists have to gather. Therefore, despite the culture or religion’s morality, Thai people gradually desire matters and eventually became a materialist. Giving the chance to the firms to come up with specific marketing strategies to attract the consumer in Thailand.
The research includes a material value scale, a scale to measure individual materialism which has been developed by Russell Belk and Richin. There is an adaptation to the scale into Likert scale for an easier method to calculate individual materialism. The results of an individual with materialism will then be processed onward to measure the relationship with their specific consumer behavior in the market. The purpose of this research is to find a connection between materialism and consumer behavior in Bangkok. Professed needed to break through the religious morality, and uprise the sales profitability in Thailand.
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