[소비자행동론] 명품브랜드를 이용하는 소비성향 조사(영문)

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레포트 > 경제경영계열
2011.03.07
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[소비자행동론] 명품브랜드를 이용하는 소비성향 조사(영문)에 대한 자료입니다.

- I N D E X -

1. Executive Summary

2. Background Secondary Research
1) Market Analysis
2) Masstige

3. Procedures / Primary Research
1) Demography
2) Sample Chosen Reason

4. Result
1) Factor I - Price
2) Factor II - Perception of others
3) Factor III - Brand Personality
4) Factor IV - Experience Abroad

5. Recommendations
6. References
Appendixes : PPT Material
Trans-Script Interview detail

본문내용

2) Masstige
Masstige is a marketing term meaning downward brand extension. The word is formed from the words mass and prestige and has been described as prestige for the masses.
The term was popularized by Michael Silverstein and Neil Fiske in their book Trading Up and Harvard Business Review article "Luxury for the Masses." Masstige products are defined as "premium but attainable," and there are two key tenets: (1) They are considered luxury or premium products and (2) They have price points that fill the gap between mid-market and super premium. http://www.wikipedia.org

3. Procedures/ Primary Research
1) Demography & Brief Interview Sheet
DIST
Possession of Luxurygood
Why did you buy Luxury good?
Price of luxury good
Definition
Price and Brand Quality?
Free shoping?
Kim
Hee Sung
1st
NO

more than 2 million
Expensive good
Positive
Prada bag, Gucci Shoes
2nd
YES
Enough ability in age
about 1million
product others think it's prestige
Positive
Chanel Bang
SeoEun Jung
1st
NO
NO
1~2 million
Craftmanship
Positive
Chanel, Hermes BagCartier Diamond ring
2nd
YES
want to buy
more than 5 thousand
Product other think it's valuable
Positive in value-price
but not brandname-price
Chanel, Prada suit
Um
Hae Jin
1st
YES
For Present
different in product line, but
about 1 million
High brand identity
Positive
Dior homme
2nd
NO
NO
about 1 million
Luxury itself
Negative
Chanel Bag
Lee
Hae In
1st
NO
NO
about 1 million
Expensive good
Positive
Brietling
2nd
YES
No trendy, its permanency
about 1 million
Expensive Brand

Positive
Dior Homme, YSL
Lee
Jung Yeon
1st
YES
Permanency, not to feel discouraging
more than 200 thousand
in T-shirt price
Good Quality
Negative
All thing that I like
2nd
YES
Good design
more than 2 million
in Bag price
Unique, and its high brand personality
Negative
Cartier, Hermes
An
Jin O
1st
YES
Permanency and showing off
about 1 million
Belivable Good
Positive
Ferragamo, chanel
2nd
YES
For lifestyle
about 2 million
Precious and Unique Good
Positive
Yamaha

참고문헌

6. References

http://www.brandingstrategyinsider.com/2007/10/fakes-can-genui.html
http://www.ledburyresearch.com/news_10.asp
http://en.wikipedia.org/wiki/Luxury_good
http://www.wikipedia.org
해외유명패션 브랜드에 대한 소비자의 인식과 태도연구
- 문영숙, 한미정

- Appendixes : PowerPoint Material
Trans-Script Interview detail

#소비성향 #명품브랜드 #소비자행동론 #성향 #소비

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