Dissertations / Theses: 'Luxury products'

1

Shamina, Yana. "Marketing of luxury products." Doctoral thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-114052.

Full text

Abstract:

The world of luxury products for many years was reserved only for the selective and exclusive audience. It looked like it was impossible to experience it or to get in for someone from outside. Marketers of luxury brands have created such an environment where clients could feel exclusivity and enjoy timeless quality, values, history and heritage of the brand. It is very important to maintain the traditional values for luxury brands but in order to stay in touch with the target audience, luxury producers have to face and adapt to rapidly changing environment. There are a lot of debates about comparability of the Internet and luxury, as digital world is too impersonal comparing with core competence of luxury: exclusivity, outstanding experience and human touch in everything including craftsmanship, personal selling and customer relations. In current environment luxury companies cannot ignore the importance of the Internet as a communication and transaction tool and have to stay in touch with its target audience. The main contribution of this dissertation thesis is an analytical framework "features of importance for online luxury consumer satisfaction" that will help luxury marketers to understand online luxury consumers, their motivations, behavior and preferences. Additionally, framework presents the up-to-date data that can be executed while creating digital marketing communications strategy. The influence of content, social, process and technology gratifications on the online luxury consumer satisfaction was investigated. By incorporating the quantitative approach it was possible to make a deep analysis of the research problem. To obtain the necessary data the group structured questionnaire was used to analyze the proposed research model. A total of 133 respondents were accepted for the investigation. Analysis of correlation proved the positive relation between gratifications and luxury consumer satisfaction, even thought, proposed gratifications had different influence on the satisfaction. Content and technology gratifications had the most strong and positive influence on the satisfaction. However, from the obtained results it is visible that social gratification had the least important but still positive effect on the luxury consumer satisfaction. The obtained results are a valuable asset for the luxury companies as research revealed the main directions and themes on which luxury marketers should stress while creating online communication strategies.

APA, Harvard, Vancouver, ISO, and other styles

2

Natour, Jamal, and Rewa Leila Anabtawi. "To download a movie or to buy fake branded clothes? : a study of consumers’ attitudes towards counterfeited and pirated products." Thesis, Högskolan Kristianstad, Sektionen för hälsa och samhälle, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-9797.

Full text

Abstract:

Purchasing counterfeited luxury products and downloading pirated items have becomemore common nowadays. Fashion and IT industries are affected negatively by consumers’supportive attitude towards piracy and counterfeits. Many luxury branded companies havetheir exclusive brand names stolen by counterfeits producers. Likewise producers ofcomputer software, music, and movies are affected by individuals who download/streamtheir items for free. Consumers’ attitudes towards counterfeiting and piracy are importantto examine as to understand their acceptance and rejection towards counterfeits and piracy.The purpose of this thesis is to examine consumers’ attitudes towards counterfeits andpiracy. What is accepted and rejected by consumers? To answer the research questions, aqualitative method is used. The data is collected through semi-structured interviews with12 consumers of both/either counterfeits and piracy. The study is performed in Skåne(Scania), Sweden, mainly in Malmö, Perstorp and Kristianstad.We implemented the Theory of Reasoned Action, Theory of Moral Reasoning, ConsumerTheory and different attitudes for analysing the empirical presentation. The result of thestudy showed that the interviewees had a more accepting attitude towards piracy while themajority of them had a rejecting attitude towards counterfeits. Due to the fact thatcomputer and IT have become a part of the everyday life for many individuals. However,the interviewees who buy counterfeits consume the items while they are on vacationabroad since the supply of counterfeits in the Swedish market is not very big. When itcame to piracy and counterfeited products, the age of the interviewees did matter to someextent. Also, price was one important element why consumers are interested in counterfeitsor download piracy.This study contributes to fill the gap in the lack of studies of consumers’ attitudes towardsboth piracy and counterfeits. The conclusions can be used as a guideline and tool forcompanies to be aware of consumers’ attitudes towards illicit products. Keywords: Counterfeit products, Piracy, Consumer attitude, Physical products, Digitalproducts, Luxury brands, Genuine luxury brand, Illicit forged products

APA, Harvard, Vancouver, ISO, and other styles

3

Marliot, Sylvain Jean-Claude. "The online distribution strategy of luxury products and their vertical extensions." reponame:Repositório Institucional do FGV, 2014. http://hdl.handle.net/10438/12508.

Full text

Abstract:

Submitted by Sylvain Marliot (sylvain.marliot@hec.edu) on 2014-11-18T21:31:25Z No. of bitstreams: 1 Sylvain Marliot - The online distribution strategy of luxury products and their vertical extensions FINAL.pdf: 1237526 bytes, checksum: 7cd8273c2451d4a7b9d05fc40313d7f8 (MD5) Approved for entry into archive by Luana Rodrigues (luana.rodrigues@fgv.br) on 2014-11-19T11:43:52Z (GMT) No. of bitstreams: 1 Sylvain Marliot - The online distribution strategy of luxury products and their vertical extensions FINAL.pdf: 1237526 bytes, checksum: 7cd8273c2451d4a7b9d05fc40313d7f8 (MD5) Made available in DSpace on 2014-11-19T12:11:44Z (GMT). No. of bitstreams: 1 Sylvain Marliot - The online distribution strategy of luxury products and their vertical extensions FINAL.pdf: 1237526 bytes, checksum: 7cd8273c2451d4a7b9d05fc40313d7f8 (MD5) Previous issue date: 2014-11-14 Uma importante tendência do mercado de luxo é a extensão de marca em um novo segmento de mercado por meio da chamada extensão vertical, que pode ser para cima ou para baixo. Em outras palavras, significa que a organização passa a atuar em um novo segmento dentro de uma mesma categoria de produtos, mas com diferente público-alvo que sua marca original. Nesse processo, a empresa inicia atividade em um novo segmento com diferente nível de luxo. A distribuição é um aspecto fundamental do composto de Marketing e a importância da internet como canal de distribuição dessa indústria tem aumentado expressivamente nos últimos anos. Dessa forma, faz-se necessário compreender como as marcas de luxo gerenciam suas estratégias de distribuição online quando desenvolvem processos de extensão de marca e penetração em novos segmentos. Com o objetivo de analisar a estratégia de distribuição da indústria de luxo, um estudo exploratório foi desenvolvido focando bens de luxo pessoal (em categorias como costura, relógios & jóias, couro e sapatos). Uma amostra significativa constituída de marcas originais e suas extensões foi analisada para constituir um modelo comparativo entre duas variáveis: o nível de diferenciação entre os canais de distribuição da marca original e suas extensões; e a distância entre as próprias marcas no que concerne ao seus posicionamentos. Esse estudo contribui para o entendimento da dinâmica de distribuição do mercado e colabora com a compreensão do comportamento das empresas que atuam nele, dependendo do tipo de extensões que elas desenvolvem e da forma como elas são conduzidas. An important trend on the luxury market is the extension of a brand into a new market segment through a vertical extension, be it upscale or downscale. This means the company introduces a new product segment inside a product category that targets a different market base than the one the brand was marketing before. Thus, the company enters a segment that has a different level of luxury. Distribution is a fundamental aspect of the marketing-mix and the importance of the Internet is increasing for luxury brands, especially concerning the distribution of their items. Then, it is of upmost importance to understand the way luxury brands manage their online distribution strategy channels when they extend their brands and penetrate a different market segment. In order to analyze their distribution strategy, an exploratory study was performed, focusing on personal luxury goods (that is to say on items from the following categories: fashion, watches & jewelry, leather goods, shoes). A sample of pairs constituted of original brands and second ones was analyzed and a framework was constructed. It is composed of two sets of variables concerning the difference in distribution between the original segment and the extension one, and the distance between the brands per se. This framework contributes to the understanding of the market and helps understand the behavior of the companies actuating in the market, depending on the type of extensions they perform and the way they are implemented.

APA, Harvard, Vancouver, ISO, and other styles

4

Alharbi, Fatmah. "The association between luxury and sustainability : the impact of environmental and social attributes on the perceived quality of luxury products." Thesis, Strasbourg, 2017. http://www.theses.fr/2017STRAB013.

Full text

Abstract:

L’objet de la présente recherche est d’examiner l’impact des attributs durables, tant environnementaux que sociaux, sur la qualité perçue des produits de luxe. Pour atteindre cet objectif, nous avons adopté une approche qui articule deux démarches complémentaires, l’une qualitative auprès des professionnels et consommateurs Parisiens, l’autre quantitative, nous avons mobilisé un modèle expérimental factoriel between-subject, réalisée en France et l’Arabie Saoudite. Le principal résultat de notre étude quantitative est que mentionner l'information durable sur un produit de luxe a un impact négatif sur la qualité perçue. En effet, les consommateurs saoudiens perçoivent un produit de luxe comme étant de qualité inférieure lorsqu’il comporte une information durable. A l’inverse les consommateurs français se montrent indifférents. Plus précisément, nos résultats montrent que c’est plutôt l’information sociale qui présente un effet significatif sur la qualité perçue. L’information environnementale semble avoir un effet neutre. Enfin, nos résultats indiquent que l’effet de l’information sociale sur la qualité perçue est modéré par le goût des consommateurs pour le luxe, l'image RSE et le pays d'origine des consommateurs The purpose of this research is to examine the effect of sustainable attributes on the perceived quality of luxury products. To get to our goal, a complementary approach using both qualitative and quantitative studies has been adopted. In the qualitative method, two studies with professionals and consumers are conducted. For the quantitative method, we employed an experimental between-subject factorial design realized in France and Saudi Arabia. The key finding of our quantitative study is that mentioning sustainable information has a negative impact on the perceived quality of luxury products. However, while no significant effect is observed in the case of French respondents, Saudi consumers perceive a product to be of lower quality when sustainable information is presented compared to the absence of this information. More particularly, social information impacts strongly and negatively the perceived quality in contrary with environmental information which has no effect. This effect is moderated by the degree of liking of luxury, the CSR image, and consumers’ country of origin

APA, Harvard, Vancouver, ISO, and other styles

5

Chang, Yi-Ning. "The perceptions of luxury products as status symbols by Taiwanese college students." Online access for everyone, 2005. http://www.dissertations.wsu.edu/Thesis/Summer2005/y%5Fchang%5F061605.pdf.

Full text

APA, Harvard, Vancouver, ISO, and other styles

6

Zhang, Erik, and Filip Andersson. "Is the financial crisis a threat for the luxury business?" Thesis, Kristianstad University College, School of Health and Society, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-5275.

Full text

Abstract:

Background/problem: Many business and industries have been hardly influenced of the occurrence of this financial crisis which is expected to be the worst financial crisis since 1929. Historically the luxury business has always been immune to uncertainties and crisis. It is of great interest to see how the luxury business reacts in the financial crisis from a marketing strategy perspective.Purpose: To explain the impact of the financial crisis on the luxury business by using and identifying the nature of luxury and the suitable marketing strategies.Methodology: A deductive philosophical approach and a positivistic and interpretative research approach are applied in this thesis.Findings: The luxury business has not been influenced by the financial crisis based on the interviews. The main reasons behind it are interpreted as the nature of luxury itself and its unique customers.Conclusion: Based on our study and the involved companies, it is assumed that the luxury business is invulnerable to the financial crisis.

APA, Harvard, Vancouver, ISO, and other styles

7

TOVIKKAI, KAMOLWAN, and WIWATCHAI JIRAWATTANANUKOOL. "An Exploratory Study on Young Thai Women Consumer Behavior toward Purchasing Luxury Fashion Brands." Thesis, Mälardalen University, School of Sustainable Development of Society and Technology, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-9895.

Full text

Abstract:

AbstractDate: June 2, 2010Program: MIMA – International MarketingCourse name: Master Thesis (EFO 705)Title: An Exploratory Study on Thailand‟s Young Women: Consumer Behavior toward Purchasing Luxury Fashion BrandsAuthors: Kamolwan Tovikkai (851125)Wiwatchai Jirawattananukool (841111)Group number: 2462Tutor: Konstantin LampouProblem: If and how personal value, social recognition, and demographics impact Thai female students luxury fashion brand purchases and which marketing strategies should be used to influence their purchase intention?Purpose: -To identify what motivates Thai female students in purchasing luxury fashion brands -To identify the most effective strategies to use in penetrating the market and keeping the loyalty of customers Thailand.Method: Quantitative research method via survey was used for this research. Survey questionnaires were distributed to sample groups. The variables used in this paper personal values, social, recognition, intention to buy products, and demographics. Both primary and secondary type of data collection were used for this research.Conclusion: Based on the demographic information, there are two indicators that are significant to purchase intentions of Thai female students on luxury fashion brands. Social status is one of the significant indicators of socialiiirecognition variable. There is a strong level of relationship on Thai female students toward luxury fashion products. Personal Values‟ indicators can be utilized on Thai female students as the following; materialism, the need for uniqueness, conformity, and vanity. All of them have strong levels of significance. However, Ethnocentrism has no relationship and effect with the luxury fashion product in Thailand.Key words: Thai female students, Luxury fashion products, Luxury fashion brands, Consumer behavior

APA, Harvard, Vancouver, ISO, and other styles

8

Pozzobon, Anna <1996&gt. "Personalization of jewelry products: an added value or loss in recognition for luxury brands?" Master's Degree Thesis, Università Ca' Foscari Venezia, 2021. http://hdl.handle.net/10579/19272.

Full text

Abstract:

Personalization has been a new impacting trend in the last decade that is getting stronger. This phenomenon has been studied especially considering mass market industries, but low focus has been put on the luxury economy. This economy is witnessing the emerging of new younger customers and of the aspirational masses which ask for unique personalized pieces, which change completely the balance between brand recognition and self-design features. If in the luxury fashion economy personalization has started to be studied and different solutions to help firms have been found, within the jewelry luxury sector there is a gap. The aim of this study is to understand if in this specific market personalization increases the value of the jewelry for customers and if there are specific contexts in which luxury customers ask for personalized product and their WTP or PI are higher.

APA, Harvard, Vancouver, ISO, and other styles

9

Cademan, Arvid, Richard Henriksson, and Viktor Nyqvist. "The Affect of Counterfeit Products on Luxury Brands : An Empirical Investigation from the Consumer Perspective." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-19378.

Full text

Abstract:

Introduction: Counterfeiting is considered as the crime of the 21st century. A highly affected market of counterfeits is the market of luxury branded goods. These goods are bought by consumers who want to express their social class and belonging by being admired, recognized and accepted by other people. The counterfeits of luxury brands that flourish on the market makes it possible for anyone to be a luxury brand user which is against the core of luxury brand, which strives for a low distribution to keep the demand high to be able to keep the consumer associations of luxury brands. Purpose: The purpose of this thesis is to create knowledge of how counterfeit products affect the consumer perception of luxury brands. Methodology: The research approach was a deductive, quantitative research and the data was collected through a questionnaire distributed through Facebook and the internal e-mail of the Linnaeus University. The sample frame was generation Y in Sweden. A total of 432 completed questionnaires were collected and was the foundation for the analysis and result. Conclusion: The consumers' perception of counterfeit products have a negative effect on the consumer perception of luxury brands. Both the consumer's brand associations and how consumers perceive the quality of luxury brands are affected by counterfeit products. However, what the consequences are of this negative relationship cannot be answered by the result of this thesis.

APA, Harvard, Vancouver, ISO, and other styles

10

White, Samantha Karen. "Consumption motives for luxury fashion products : effect of social comparison and vanity of purchase behaviour." Thesis, University of Canterbury. Department of Management, Marketing and Entrepreneurship, 2015. http://hdl.handle.net/10092/10788.

Full text

Abstract:

This thesis aims to investigate the relationships between vanity, social comparison and purchase behaviour. Specifically, this thesis defines and develops a conceptual model that expands on these relationships where vanity and social comparison act as antecedents to consumers’ self-esteem and product evaluation which in turn gives rise to purchase behaviour for luxury fashion products. Using this model, the research examines how manipulations of social comparison and vanity are reflected in these relationships and the resulting impact on purchase behaviour. To empirically test this model, an online experiment using a 3x2 between-subjects factorial design was conducted, where respondents were exposed to modified print advertisements for luxury branded sunglasses. A total of 297 responses were collected from a pool of Amazon’s Mechanical Turk workers, which were analysed using multiple regression, factorial ANCOVA and path analysis to assess the hypothesised relationships. The results indicate that vanity appeals were indeed responsible for the way in which the product was evaluated which positively translated into purchase consideration. However, though social comparison was proven to negatively impact on self-esteem, this change in self-esteem was not significant in determining purchase behaviour. Additionally, social anxiety and public self-consciousness were found to be antecedents to the modelled relationships. The theoretical and managerial implications of these findings, along with suggested directions for future research, are discussed.

APA, Harvard, Vancouver, ISO, and other styles

11

Hellman, Sandra, and Katja Perkiö. "Vi är vad vi äter : En studie om marknadsföring av exklusiva matprodukter." Thesis, Högskolan i Skövde, Institutionen för handel och företagande, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:his:diva-9530.

Full text

Abstract:

Syfte: Meningen med studien är att bidra med en större förståelse och förhoppningsvis nya insikter om konsumtionen av lyxprodukter inom matbranschen genom att integrera redan existerande teori med empiriskt material. Syftet är att ur ett företagsperspektiv beskriva hur en förståelse för konsumententbeteende kring exklusiva matprodukter kan användas i marknadsföringen av dessa produkter.Studien riktar sig till människor, forskare samt organisationer som är intresserade av marknadsföring av lyxprodukter, men är även riktad till människor med intresse för nutidens konsumtion. Vidare motiveras studien ur ett etiskt perspektiv genom att belysa fenomenet kring dagens konsumtion och göra konsumenter medvetna om drivkrafterna bakom sitt beteende.Problemformulering: Hur kan företag som säljer exklusiva matprodukter använda förståelsen för konsumenternas beteende i sin marknadsföring? Vad kan vara bakgrunden till att konsumenter väljer att konsumera högkvalitativa och exklusiva matprodukter? Hur kan företag kategorisera in dessa konsumenter i olika konsumentgrupper? Var och vid vilka tillfällen väljer dessa konsumenter att konsumera exklusiva matprodukter?Metod: Studien är en kvalitativ studie där en kombinerad fall- och tvärsnittsstudie är genomförd. De data som samlats in och ligger till grund för studiens resultat och slutsats är genomförd genom litteraturstudier, intervjuer samt en frågeenkätundersökning. Företagsrespondenterna som medverkade i intervjuerna samt enkätundersökningen är verksamma inom branschen samt har en dokumenterad erfarenhet av exklusiva matprodukter.Resultat och slutsatser: Det finns olika anledningar till att konsumenter väljer att konsumera exklusiva matprodukter, det vi har kommit fram till är att alla konsumenter gör det av emotionella och självuttryckande värden som grundar sig i olika externa och interna ambitioner. Utefter våra resultat valde vi att dela in konsumenterna i fem olika grupper baserat på konsumentbeteende: traditionalisterna, matälskarna, prestigesökarna, trendsättarna samt de utåtriktade konsumenterna. Dessa olika konsumentgrupper väljer att konsumera exklusiva matprodukter vid olika tillfällen samt av olika emotionella eller självuttryckande anledningar. Marknadsföringen kan utifrån en förståelse för konsumenterna anpassas och utformas till olika konsumentgrupper, rikta sig till fler målgrupper och på det sättet förhoppningsvis göra marknadsföringen mer effektiv utifrån ett företagsperspektiv. Purpose: The purpose of this study is to contribute to an understanding and hopefully new insights about the consumption of luxury goods within the food industry by integrating existing theory with empirical material. The purpose is that from a business perspective describe how an understanding of consumer behavior can be linked to the consumption of exclusive food products and how this can be used in a marketing perspective of these goods.The study is aimed to benefit people, researchers and organizations that are interested in marketing of luxury goods, but also to people interested in today’s consumption. From an ethical perspective, the study is motivated by illustrating the phenomenon of today’s consumption and making consumers aware about the forces behind their own behaviour. Research question: How can companies that offer exclusive food products use the understanding of consumer behavior in their marketing?What can be the underlying reasons for consumers choosing to consume high quality and exclusive food products? How can companies categorize these consumers in different customer groups? Where and in what occasions do these consumers consume exclusive food products?Methodology: The study is executed through a qualitative approach where a combined case and cross-sectional study is conducted. The material that has been gathered as the fundament of the papers results and conclusion is made through literature studies, interviews and a questionnaire survey. The respondents of both interviews and the questionnaire survey are people active in the business and have recognized experience from the food industry.Results and conclusions: There are various reasons why people choose to consume exclusive food products, what we have come to is that all consumers do this of emotional and self-expression values that are based on different internal and external ambitions. Based on the results we have gathered in this study we chose to divide the consumers in five different groups based on consumer behaviour: the traditionalists, food lovers, prestige seekers, trend-setters and the outward consumers. These different groups of consumers choose to consume exclusive food products at different times and by different emotional or self-expressing reasons. With an understanding of the consumers the marketing of these products can be adapted and designed for different consumer groups, be targeted to a broader audience and thus hopefully make the marketing more effective from a business perspective.

APA, Harvard, Vancouver, ISO, and other styles

12

Eriksson, Antonia, Emmy Hall, and Emelie Pettersson. "Conspicuous Consumption of Counterfeit and Luxury Products : A cross-cultural study between Scandinavia and Eastern Asia." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-19648.

Full text

Abstract:

This research includes a cross-cultural study between Scandinavia and eastern Asia that are considered to be one individualist (Scandinavia) and one collectivist (east Asia) culture. The purpose is to study the effects of conspicuous consumption regarding counterfeits and luxury products amongst two different cultures. This has not been done in previous research; however, aspects such as conspicuous consumption regarding different cultures have been examined before. In those studies it became clear that there was a noticeable difference between the cultures regarding consumption. In this study, a survey has been carried out to collect data from the two cultures. This research questions previous theories and examines a new aspect of how conspicuous consumption behavior differs between cultures – the consumption of counterfeit and luxury goods.

APA, Harvard, Vancouver, ISO, and other styles

13

Keung, Kwai Fun. "How do men perceive and react to an unknown woman's use of a luxury brand ?" HKBU Institutional Repository, 2018. https://repository.hkbu.edu.hk/etd_oa/497.

Full text

Abstract:

An emerging body of research on signaling theory applies evolutionary psychology to explain the purpose of a signaler's use of a luxury brand. However, in response to visible signals displayed by an unknown woman's use of a luxury brand, the male receivers' decoding (perceptions) and reactions (counter-signals) on the signals are ignored in previous research. This research has the overarching objective of filling this research gap through the lens of evolutionary psychology. Through a series of experiments, it was found that an unknown woman using a luxury (vs. non-luxury) brand results in men believing that she is more likely to be in a committed relationship. Also, there is a moderating effect of an unknown woman's overall physical attractiveness on the effect of her use of a luxury (vs. non-luxury) brand on men's intentions to attract her; and men's attracting intentions mediate the moderating effect of an unknown woman's overall physical attractiveness on the effect of her use of a luxury (vs. non-luxury) brand on men's intentions to display material resources or physical fitness. These research findings not only offer theoretical contributions to signaling theory, but also generate managerial implications and future research directions.

APA, Harvard, Vancouver, ISO, and other styles

14

Coutinho, Ana Jorge da Silva. "Determinantes da compra de imitaçoes de produtos de luxo." Master's thesis, Instituto Superior de Economia e Gestão, 2014. http://hdl.handle.net/10400.5/7852.

Full text

Abstract:

Mestrado em Marketing O fenómeno da contrafação é um tema crítico na indústria do luxo, as vendas de imitações de produtos de luxo estão a crescer e ainda existem várias lacunas na informação, nomeadamente sendo um tema pouco desenvolvido em Portugal. Face à evolução das vendas de imitações de produtos de luxo e por ser um mercado crítico, este é um tema importante na sociedade de hoje, principalmente no que respeita às medidas para combater o comércio deste tipo de produtos. Este estudo tem como principal objetivo a identificação dos determinantes de compra de imitações de produtos de luxo, explicando quais os fatores considerados pelo consumidores no ato da compra, nomeadamente o que os influencia. Para o atingir, foi feita uma revisão de literatura, com a definição de conceitos e hipóteses a estudar e em seguida, a definição da população-alvo e estudo das características dos consumidores através da análise dos resultados de um questionário distribuído online. As imitações de produtos de luxo são compradas principalmente pelo seu valor económico (baixo preço) e pelo facto de terem como consequência um sentimento de felicidade e prazer. As imitações são uma alternativa ao produto original, pois permitem obter o mesmo prestígio, a um preço inferior e mais equilibrado. A contrafação será sempre um problema do mercado de luxo, constituindo uma ameaça para as marcas originais, pois as imitações conferem benefícios aos consumidores, permitindo disfrutar do prestígio e da imagem da marca, não suportando o encargo económico de um produto original. The phenomenon of counterfeiting is a critical issue in the luxury industry. Although the sales of counterfeits of luxury products are known to have grown in Portugal during the last years, only a few studies have addressed this topic. This study aims at identifying the main determinants for the purchase of luxury goods' counterfeits and to explain the main motivations faced by the consumers in their decision-making process. In order to achieve this purpose, it was performed a literature review and thus defined the main concepts and the hypotheses to be tested. Then, it was defined the target population for this study and gathered data from a sample of consumers by means of an online survey. The results revealed that counterfeits luxury products are purchased mainly because of their lower price compared with the original branded products and because they offer happiness and pleasure to their owners. The counterfeits luxury goods are considered as an alternative to the branded products, because consumers perceive them as offering the same prestige as the original, but at a lower price. Consumers of counterfeit luxury products feel a personal gratification and take the risks associated with the purchase. These counterfeits are perceived to have the same brand personality as the branded products and contribute to a positive self-esteem of their owners. Counterfeiting is likely to be a threat to luxury brands, as counterfeit luxury products provide benefits to consumers, like prestige and brand image, without paying a high price.

APA, Harvard, Vancouver, ISO, and other styles

15

Ndegue, Francina Teresa Leda <1997&gt. "PROCÉDURES DE GLORIFICATION DE LA MARQUE (OBJET) DE LUXE - HOW TO GLORIFY LUXURY BRANDS AND OR PRODUCTS." Master's Degree Thesis, Università Ca' Foscari Venezia, 2021. http://hdl.handle.net/10579/20213.

Full text

Abstract:

The goal of this elaborate is to explain and describe the processes of glorification of a brand or product in the digital era. The new technologies have radically changed the business and marketing strategies of the companies operating in the luxury sector, but as well they have created profound changes in the life of consumers. What has always characterized the luxury sector, especially in the fashion industry, is the ability to provide an experience, both physical and sensorial when the consumer interacts with the brand. If a few decades ago, the only touchpoints available were in the traditional “Brick and mortar” stores, now companies have a new variety of options to provide these experiences. Not only the web and social media, can be used to collect data of customers to provide a personalized experience, but also there a series of new technologies such as virtual reality, that could be used to for example can be used to increase the engagement of buyers and consequently the loyalty to the brand. To arrive at the glorification of brands and products nowadays the keyword is Omnichannel, meaning an integration of the online and the offline world. For the purpose of this thesis and to better understand this concept, I will analyse the strategies adopted by some famous fashion luxury brands, especially Moncler that has demonstrated how adopting new technologies does not imply cancelling the heritage of a brand.

APA, Harvard, Vancouver, ISO, and other styles

16

Christoph, Fuchs, Emanuela Prandelli, Martin Schreier, and Darren W. Dahl. "All That Is Users Might Not Be Gold: How Labeling Products as User Designed Backfires in the Context of Luxury Fashion Brands." American Marketing Association, 2013. http://dx.doi.org/10.1509/jm.11.0330.

Full text

Abstract:

An emerging literature stream posits that drawing on users rather than internal designers in new product creation may benefit firms because the resulting products effectively satisfy consumer needs. Four studies conducted in the context of the luxury fashion industry uncover an important conceptual boundary condition of this positive user-design effect. Contrary to extant research, the results show that being "close" to users does not help but rather harms luxury fashion brands. Specifically, the authors find that user design backfires because consumer demand for a given luxury fashion brand collection is reduced if the collection is labeled as user (vs. company) designed. The results further reveal the underlying rationale for this reversal: user-designed luxury products are perceived to be lower in quality and fail to signal high status, which results in a loss of agentic feelings for the consumer. The authors explore several strategies luxury brands can pursue to overcome this negative user-design effect. Finally, they find that negative outcomes of user design are attenuated for luxury fashion products that are not used for status signaling - that is, product categories of a luxury brand that are characterized by lower status relevance for the consumer. (authors' abstract)

APA, Harvard, Vancouver, ISO, and other styles

17

Bai, Xue. "Les consommateurs chinois face au luxe : analyse sociologique de la consommation et des représentations." Electronic Thesis or Diss., Paris 8, 2021. http://www.theses.fr/2021PA080105.

Full text

Abstract:

Comprendre la vision du luxe des consommateurs chinois et leurs comportements dans le contexte de l’évolution sociale du pays depuis la fondation de la Chine communiste en 1949 constitue l’enjeu majeur de la présente thèse. Les pratiques et la vision du luxe des Chinois semblent aussi bien manifestes qu’implicites. Ces contenus, qui composent une culture de consommation spécifique, suivent certaines règles ou habitudes collectives, issues de fac-teurs culturels et traditionnels, comme l’échange de cadeaux, la culture de la « face » ; ils sont également fortement façonnés par les aspects sociaux et politiques dans le cas de la Chine, et reflètent l’évolution sociale d’un État qui ne cesse de se transformer. Notre travail s’organise selon deux axes de recherche : une culture de la consomma-tion du luxe, globale et évolutive depuis plus de soixante ans, et les pratiques de la consom-mation de produits de luxe avec l’interprétation et la représentation sociale du luxe des con-sommateurs. Il a été rendu possible grâce à deux appuis méthodologiques : l’observation directe sur le terrain dans une boutique de luxe à Paris et des entretiens individuels semi-directifs approfondis auprès d’une quarantaine de consommateurs chinois. Cette étude proposant un ensemble d’indicateurs nous permettra de mieux com-prendre les comportements actuels des Chinois face à la consommation du luxe et de nous projeter dans l’avenir de ce marché, tout en prenant en compte des spécificités culturelles et sociales Understanding the vision of luxury of Chinese consumers and their behavior in the context of the social evolution of the country since the foundation of communist China in 1949 is the major issue of this thesis. The practices and the vision of Chinese luxury consumers seem to be both manifest and implicit. These contents, which make up a specific consumer culture, follow certain collective rules or habits, stemming from cultural and traditional fac-tors, such as the exchange of gifts, the culture of "face"; they are also strongly shaped by social and political aspects in the case of China, and reflect the social evolution of a state which is constantly changing. Our work is organized along two lines of research: a global culture of luxury con-sumption in China, which has been evolving for more than sixty years, and the practices of luxury consumption with the interpretation and social representation of luxury by consu-mers. It was made possible by two methodological supports: direct observation in the field in a luxury boutique in Paris and in-depth semi-directive individual interviews with about forty Chinese consumers. This study proposing a set of indicators will allow us to better understand the current behaviors of the Chinese towards the consumption of luxury goods and to project ourselves into the future of this market, while taking into account cultural and social specificities

APA, Harvard, Vancouver, ISO, and other styles

18

Jedidi, Houssam [Verfasser]. "All about the paradise: luxury trends, customers' perceptions and willingness to pay for green high-end products / Houssam Jedidi." Mainz : Universitätsbibliothek Mainz, 2019. http://d-nb.info/1178069990/34.

Full text

APA, Harvard, Vancouver, ISO, and other styles

19

WANG, Wei. "The effect of word-of-mouth on the purchase of genuine and counterfelt luxury brands : the roles of attitude functions." Digital Commons @ Lingnan University, 2011. https://commons.ln.edu.hk/mkt_etd/3.

Full text

Abstract:

This research aims to investigate the effect of word-of-mouth (WOM) on the purchase of genuine and counterfeit luxury brands with a focus on the roles of attitude functions, product type, valence of WOM, and brand popularity. It consists of two experimental studies. Study 1 examines the effect of WOM on the purchase of luxury brands and attempts to investigate the mediating role of attitude functions in the relationship between WOM and purchase intentions for luxury brands, with regard to different product types and valence of WOM. Study 2 compares the effects of WOM communications with traditional advertising on the purchase of counterfeit and genuine luxury brands. It also examines the differences between popular and non-popular luxury brands. Results reveal that social-adjustive and value-expressive functions fully mediate the effect of WOM on luxury brand evaluation while partially mediate the effect of product type on luxury brand evaluation. The effect of WOM on attitude functions is more pronounced for high (vs. low) susceptibility to interpersonal influence consumers. Findings of Study 2 support the moderating role of subjective norm in the self-monitoring and counterfeit luxury brand evaluation relationship, indicating that compared to advertising, WOM is a more effective way to decrease counterfeit luxury brand consumption. Managerial implications for strategic brand management and directions for future research are discussed.

APA, Harvard, Vancouver, ISO, and other styles

20

Diouf, Jacques françois. "The influence of advertising content on alcohol products' perceptions, attitudes and behavioural intentions : the case of luxury codes appropriation by alcohol brands." Thesis, Rennes 1, 2017. http://www.theses.fr/2017REN1G019.

Full text

Abstract:

Face à l’abus d’alcool notamment chez les jeunes, les acteurs de santé recommandent de réguler le marketing des industriels. En France selon la loi Evin (1991), les publicités pour l’alcool doivent être objectives, informatives et, non attractives en termes de contenu. Cette recherche teste l’efficacité de cette régulation en comparant l’influence de publicités informatives versus plus attractives en termes de perception du produit, d’attitude envers la publicité et d’envie de consommer. Elle évalue aussi la visibilité des avertissements sanitaires alcool selon la saillance de leur format et du contexte publicitaire. Cette recherche a identifié et étudié l’appropriation des codes et de l’iconographie du luxe par les marques d’alcool comme une nouvelle forme de contenu publicitaire à travers une phase de monitoring. Grâce à une revue de la littérature, elle a formulé des propositions de recherche en termes d’implications marketing et de santé publique afin de cerner le mécanisme de persuasion potentiel relative à cette pratique marketing. Ces implications présentent le luxe comme une potentielle réponse marketing aux motivations de consommer de l’alcool chez les jeunes, sur la base de théories relatives à la construction identitaire. Elles soulignent aussi l’influence des publicités et du packaging, en particulier lorsque ces stimuli sont infusés de codes du luxe (sur la base de théorie de l’infusion de l’art et de cas des paquets de cigarettes infusés des codes du luxe). Pour tester ces propositions, une étude qualitative exploratoire (26 entretiens) a d’abord servi à cerner la nature et l’influence du contenu (publicités plus informatives versus luxe) en termes de réponses cognitives, affectives, d’intentions comportementales et de perceptions des avertissements sanitaires. Les résultats de ces entretiens ont servi à construire la phase expérimentale de la recherche en termes d’opérationnalisation des concepts de contenu publicitaire et d’avertissement sanitaire, de formulation des hypothèses de recherche, de sélection et design des stimuli et de méthodologie (combinaison de méthodes verbales et non-verbales). Sur la base d’un design inter-sujets, nous avons lancé deux études expérimentales (étude eye-tracking = 174 jeunes ; étude en ligne = 696 jeunes) testant 12 stimuli publicitaires [3 (marques d’alcool) x 2 (styles de contenu publicitaire: PO versus luxe) x 2 (formats d’avertissement: format actuel versus plus saillant)]. Les résultats soulignent l’intérêt de réguler le contenu des publicités d’alcool (cf. Loi Evin). Celui-ci influence l’attitude à l’égard de la publicité, la perception du produit et le désir de consommer. Les publicités plus informatives sont perçues comme moins attractives, alors que les publicités luxe génèrent et renforcent des perceptions positives à l’égard du produit, des bénéfices de consommation et les envies de consommer et de boire. Quant à l’avertissement actuel, il est jugé inefficace en termes de visibilité, de crédibilité et de risques perçus. Toutefois un format plus saillant permet d’augmenter le degré d’attention qu’on y porte ainsi que sa visibilité perçue. Cela est important car l’efficacité d’un avertissement repose en partie sur ses deux critères. Aucun effet d’interaction significatif des variables manipulées n’est à signaler dans cette étude This critical social marketing research tackles the effectiveness of advertising regulation that is a health measure recommended to reduce alcohol consumption. It studies how alcohol advertising content restrictions (e.g., the French Evin law mandates ads since 1991 to convey only factual information and objective qualities of alcohol products and thus be product-oriented: PO ads) versus non-regulated advertising affect youth individuals’ perceptions of alcohol products, attitude towards the ad, desire to consume and noticeability of health warning displayed in ads (depending on format prominence). This research identified and investigated the luxury codes and iconography appropriation by alcohol brands as a new type of advertising content, through a monitoring phase. To understand the potential persuasion mechanism at stake, this study relied on assumptions in terms of persuasion and public health based on a literature review. It helped to explain luxury symbolism as a potential response to youth drinking motives on the basis of self-growth theories and suggest possible effect on consumers’ responses to alcohol advertising especially when infused with luxury perceptions (e.g., art infusion theory and tobacco packs infused with luxury codes). To test those assumptions, we implemented an exploratory qualitative study and two experimental studies. Using (26) in-depth interviews, the qualitative phase helped understand the nature and influence of advertising content (luxury versus PO) on cognitive, affective responses, behavioral intentions and warnings’ noticeability. The findings helped operationalize advertising content and warnings’ noticeability concepts, develop hypotheses, fine-tune stimuli selection and modification, and finally select methods and (verbal and non-verbal) measurements for the testing phase. Based on a between-subject design, the experimentation (eye-tracking study = 174 individuals; online study = 696 individuals) tested on samples of young people a total of 12 advertising stimuli [3 (brands) x 2 (content: luxury versus PO) x 2 (warning format: LP versus MP)]. Our results showed the relevancy of alcohol advertising content restrictions such as the French Evin law (1991). They indicated that advertising content does influence attitude towards the ad, alcohol products’ perceptions and desire to consume. While PO ads reduce the alcohol advertising attractiveness, luxury ads enhanced the participants’ positive product perceptions, perceived alcohol consumption benefits and intention to purchase and drink. They also reported the ineffectiveness of health warnings in terms of noticeability, perceived credibility and risks. Findings suggest that modifying the current warning format prominence can help increase its attentional processing and perceived noticeability, which is a first step in improving generally warnings’ effectiveness. However our results revealed no significant interaction effect of both manipulated factors in this study

APA, Harvard, Vancouver, ISO, and other styles

21

Sá, Ricardo Rocha Leal Gomes de. "Estratégias de marketing das empresas do mercado de luxo: um estudo do ponto de vendas de vestuário e acessórios no Brasil." Universidade Presbiteriana Mackenzie, 2008. http://tede.mackenzie.br/jspui/handle/tede/702.

Full text

Abstract:

Made available in DSpace on 2016-03-15T19:26:37Z (GMT). No. of bitstreams: 1 Ricardo Rocha Leal Gomes de Sa.pdf: 1842304 bytes, checksum: e027a79f4c3c4c5def68611741d0c306 (MD5) Previous issue date: 2008-03-05 This dissertation aims to understand how the point of sales is included in the marketing strategies of companies that sell luxurious fashion products, through the points of view of these companies head of marketing and their shop managers. The objectives of this research were to know how executives picture their clients and segment their target markets, which marketing strategies are applied to win and retain clients and then to understand the layout of a point of sales of luxurious fashion product in Brazil. Luxury is on vogue and the scenario where this research occurs are the point of sales of these expensive, rare products and prestigious brands. The research, with its exploratory and qualitative nature, used a non-probabilistic sample comprised of four marketing managers and three shop managers. The study was complemented with a non-participative observation, carried out in the point of sales of all brands researched. For the analyses of all data it was applied tecniques of contents analyses, based on ipsis literis transcriptions of the interviewees statements, all recorded in audio and obtained after instructions were given without defined patterns. The results show similar point of views about luxury products clients and that market segmentation is done based on these clients economic power. The marketing strategies are not innovative enough, are focused in high quality, exclusive and practical products. The products distribution is selective, but all shops get at least one complete set of products of each collection. Prices are defined based on historical prices and sales expectations and communication is based on magazine advertisements, the collection book and phone calls to clients. In relation to the point of sales, it came up that one shop differentiates from another mainly due to its localization and to attending team. Another relevant conclusion taken is that the display window are used to attract clients and the interior of the shop is researched to stimulate the clients senses so they will buy more. It was noticed that the attending makes difference in the sales performance by making clients loyal and that events and fashion shows are performed in the shops by each new collection release. It was also noticed that several free services are carefully offered in the shops and possibility of paying in installments by credit and these are usual practices for most of the clients. Esta dissertação visa conhecer de que modo o ponto de vendas está inserido nas estratégias de marketing das empresas de produtos de luxo de moda no Brasil, do ponto de vista do responsável de marketing das empresas e do gerente de suas lojas. Os objetivos da pesquisa foram os de conhecer como os executivos caracterizam seus clientes e segmentam seus mercados alvo; quais as estratégias de marketing aplicadas para conquista e retenção de clientes; e por fim entender como está configurado o ponto de vendas de produtos de luxo de moda no Brasil. O luxo está na moda e o cenário onde as experiências acontecem são os pontos de vendas destes produtos caros, raros e de marcas de prestígio. A pesquisa, de natureza exploratória e qualitativa utilizou uma amostra não probabilística composta por quatro gestores de marketing e três gerentes de suas lojas. Complementou-se o estudo com a observação não participante, que foi realizada nos pontos de vendas de todas as marcas pesquisadas. Para o tratamento e análise dos dados foram aplicadas técnicas de análise de conteúdo, com base nas transcrições ipsis literis dos depoimentos dos entrevistados, os quais foram gravados em áudio, obtidos a partir de um roteiro semi estruturado padrão. Os resultados demonstraram visões similares sobre os clientes de produtos de luxo e que a segmentação do mercado é realizada de acordo com a renda de seus clientes. As estratégias de marketing aplicadas são pouco inovadoras, focadas em produtos com alta qualidade, peças exclusivas e de muita praticidade. A distribuição das mercadorias é seletiva, mas todas as lojas recebem ao menos uma grade completa de cada peça da coleção. Os preços são definidos de acordo com histórico e expectativas das vendas e a comunicação é baseada na promoção de moda para revistas, no book da coleção e nas ligações da equipe de vendas para as clientes. A respeito do ponto de vendas constatou-se que o diferencial de uma loja para outra está centrado na localização e na equipe de atendimento. Outra constatação relevante é que as vitrines são utilizadas para atrair os clientes e o ambiente interno da loja é estudado para oferecer a melhor hospitalidade possível e estimular os sentidos das clientes para que comprem mais. Pôde-se perceber que o atendimento faz a diferença no desempenho das vendas por meio da fidelização das clientes e que eventos e desfiles são realizados nas lojas nos lançamentos das coleções. Também se constatou que diversos serviços são oferecidos gratuitamente e são prestados nas lojas com muito cuidado, além do parcelamento das vendas no cartão de crédito ser uma prática usual da maioria das compradoras.

APA, Harvard, Vancouver, ISO, and other styles

22

Chambers, Hanri. "The role of knowledge and importance of country-of-origin information in female consumers’ purchase intent of exotic crocodile leather accessories." Diss., University of Pretoria, 2017. http://hdl.handle.net/2263/63220.

Full text

Abstract:

The study investigated the role of knowledge (objective knowledge and subjective knowledge) and the importance of country-of-origin in female consumers’ purchasing intent of exotic crocodile leather accessories. The study was conducted across South Africa and specifically concentrated on exotic crocodile leather accessories, which is a subset category in the luxury apparel industry. Consulta Research is a professional research company and was consulted to assist with the data collection. A quantitative descriptive approach was followed by developing an electronic survey design. Data was collected by using a selfadministrated online questionnaire, which was distributed by a research company. A crosssectional study was used to conduct the research. The data was collected by means of nonprobability convenient sampling. A total of 337 questionnaires were completed. Scales from previous research studies were adapted for the purpose of this study. The questionnaire was part of a bigger study and only five sections of the questionnaire were relevant to this specific study. Descriptive and association methods were used to analyse the data. Pearson correlation and Spearman correlation were used to analyse the data by means of relationships between variables. This study attempts to differentiate between consumers’ objective and subjective knowledge of luxury leather accessories. The construct objective knowledge was theoretically divided into intrinsic-related attributes and extrinsic-related attributes of the products of investigation. The relationship between objective knowledge and purchasing intent as well as the relationship between the importance of country-of-origin information and purchasing intent of exotic crocodile leather accessories was investigated. The findings regarding exotic crocodile leather accessories showed that females’ objective and subjective knowledge is limited, did not seem to find country-of-origin information important, had a weak purchase intent, and indicated that there was statistical significance only between the female consumers’ purchasing intent and their objective knowledge regarding the intrinsicrelated attributes of exotic crocodile leather accessories. The limitations of the study are that the results are based on non-probability convenience sampling, therefore the findings cannot be generalized to the whole South Africa, or to all the exotic leather industry markets for affluent consumers. One would have liked to have approached a population group that consisted of affluent respondents with an annual household income of more than R100 000. The study’s findings can contribute to the South African exotic crocodile leather industry and specifically to retailers, manufacturers, tanneries, and marketers. The findings and conclusions drawn in this study contribute to existing theory and could serve as the basis for future research in consumer behaviour, consumer science and the luxury exotic leather industry in South Africa. Die studie het die rol van produk-kennis (objektiewe kennis en subjektiewe kennis) en die belangrikheid van inligting aangaande land-van-oorsprong in vroulike verbruikers se koopintensie met betrekking tot eksotiese krokodilleer-bykomstighede ondersoek. Die studie is regoor Suid-Afrika uitgevoer, en daar is spesifiek gekonsentreer op eksotiese krokodilleer-bykomstighede, wat ŉ sub-kategorie in die luukse klerebedryf uitmaak. Consulta Research is ŉ professionele navorsingsmaatskappy en is geraadpleeg om te help met die data-insameling. ŉ Kwantitatiewe deskriptiewe benadering is gevolg deur ŉ elektroniese opname-ontwerp te ontwikkel. Die data is ingesamel deur die gebruik van ŉ selftoegepaste aanlyn-vraelys, wat deur ŉ navorsingsmaatskappy versprei is. ŉ Dwarssneestudie is gebruik om die navorsing te doen. Die data is ingesamel deur middel van niewaarskynlikheids- gerieflikheid-steekproefneming. ŉ Totaal van 337 vraelyste is voltooi. Skale uit vorige navorsingstudies is aangepas vir die doeleindes van hierdie studie. Die vraelys het deel gevorm van ŉ groter studie en slegs vyf afdelings van die vraelys het betrekking op hierdie spesifieke studie. Pearson-korrelasie en Spearman-korrelasie is gebruik om die data deur middel van die verhoudings tussen veranderlikes te analiseer. Hierdie studie poog om te onderskei tussen die verbruikers se objektiewe en subjektiewe produk-kennis van luukse leer-produkte. Die produk wat genavors word se objektiewe kennis is teoreties onderverdeel in intrinsiek-verwante kenmerke en ekstrinsiek-verwante eienskappe. Die verhouding tussen objektiewe kennis en koopintensie, asook die verhouding tussen die belangrikheid van inligting aangaande die land-van-oorsprong en die koopintensie met betrekking tot eksotiese krokodilleer-bykomstighede is ondersoek. Die bevindinge met betrekking tot eksotiese krokodilleer-bykomstighede het getoon dat vroulike verbruikers beperkte objektiewe kennis en subjektiewe kennis beskik, blykbaar nie inligting aangaande land-van-oorsprong as belangrik beskou nie, ŉ swak koopintensie het, en het aangedui dat daar statistiese beduidendheid was slegs tussen die vroulike verbruikers se koopintensie en hul objektiewe kennis aangaande die intrinsiek-verwante eienskappe van eksotiese krokodilleer-bykomstighede. Die beperkinge van die studie is dat die resultate gebaseer was op nie-waarskynlikheidsgerieflikheidsteekproefneming, wat beteken dat die bevindings nie veralgemeen kan word na die hele Suid-Afrika nie, of na al die eksotieseleer-bedryfsmarkte vir welgestelde verbruikers nie. ŉ Mens sou graag ŉ populasiegroep wou kon bestudeer wat bestaan uit welgestelde respondente met ŉ jaarlikse huishoudelike inkomste van meer as R100 000. Die studie se bevindinge kan bydra tot die Suid-Afrikaanse eksotiese krokodilleerbedryf en spesifiek vir kleinhandelaars, vervaardigers, leerlooierye, en bemarkers. Die bevindinge en gevolgtrekkings in hierdie studie dra by tot bestaande teorie en kan dien as die basis vir toekomstige navorsing in verbruikersgedrag, verbruikerswetenskappe en die luukse, eksotiese leerbedryf in Suid-Afrika. Dissertation (MSc)--University of Pretoria, 2017. Consumer Science MConsumer Science Unrestricted

APA, Harvard, Vancouver, ISO, and other styles

23

Nováková, Šárka. "Věrnostní systém Beauty Institutu Lancome." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-71829.

Full text

Abstract:

The aim of this paper is to evaluate the loyalty system of Lancôme Beauty Institute and ascertain with the use of questionnaire investigation the satisfaction of customers with offered benefits and alternatively suggest the possibilities of improvement of the system. The theoretical part is focused on the general definition of customer satisfaction. The important part is recruitment, maintaining and motivation of current and potential customers. The practical part describes the functioning of the loyalty system of Lancôme Beauty Institute, the stages of development and implications of changes in the loyalty system. The questionnaire investigation was used to ascertain the satisfaction with loyalty system as well as to find the main imperfections -- the data were gathered, classified and analysed.

APA, Harvard, Vancouver, ISO, and other styles

24

Lamani, Viola. "International trade, trade costs and quality of traded commodities." Thesis, Bordeaux, 2017. http://www.theses.fr/2017BORD0746/document.

Full text

Abstract:

L'objectif de cette thèse est d'identifier les effets des coûts à l'échange sur la structure du commerce par qualité. Dans le premier chapitre, nous analysons empiriquement les déterminants des exportations de Cognac et nous nous focalisons sur l'impact des coûts à l'échange. Nous montrons que, comme pour d'autres produits de luxe, l'élasticité des exportations de Cognac à la distance est négative et relativement faible. Les droits de douane n'ont par ailleurs pas d'impact significatif sur la marge intensive, mais nous trouvons un impact négatif sur la marge extensive, une fois corrigé d'un biais d'endogénéité. Dans le deuxième chapitre, nous testons empiriquement la validité de l'effet Alchian-Allen qui stipule que les couts unitaires augmentent la demande relative des biens de haute qualité. Nous exploitons la dimension « qualité » de nos données sur les exportations de Cognac. La mesure de la qualité du Cognac est objective et ne varie pas dans le temps. Nos résultats montrent que la distance et les droits de douane spécifiques augmentent la part relative des exportations de Cognac de haute qualité. Nous examinons également l'impact de la conteneurisation sur la structure par qualité des exportations de Cognac entre 1967 et 2013. Dans le troisième chapitre, nous construisons un modèle théorique de duopole Nord-Sud en concurrence à la Bertrand sur les deux marchés. Nous étudions l'impact de plusieurs instruments (droit de douane, quota et standard de qualité) sur l'investissement en R&D de produit de la firme du Nord. Nous montrons que cet investissement augmente avec chaque instrument de politique commerciale à l'exception du quota d'importation The objective of this dissertation is to identify the effects of trade costs on the quality structure of international trade flows. In chapter one we empirically analyze the determinants of Cognac export flows and emphasize the role of trade costs. We show that, as with other luxury products, the elasticity of Cognac exports to distance is negative and relatively small. Meanwhile, average customs duties do not have a significant impact on the intensive margin, but we find that they negatively affect the probability of trade, after correcting for an endogeneity bias. In chapter two we empirically test the validity of the Alchian and Allen effect that states that per-unit charges increase the relative demand of higher quality goods. We use data on Cognac exports by quality designations. The measure of Cognac quality is objective and invariant over time. Our results show that distance and specific duties increase the share of exports of higher quality Cognac. We also examine the impact of containerization on Cognac's quality mix from 1967 to 2013. In chapter three we build a theoretical model of a North-South duopoly where firms compete in prices on both markets. We use this framework to study the impact of several trade policy instruments (import tariff, quota and quality standard) on the product R&D investment of the Northern firm. Our results show that the Northern firm's R&D expenditures increase with each policy instrument except for the import quota

APA, Harvard, Vancouver, ISO, and other styles

25

Yang, Hongwei. "Lead us into temptation : a survey of college students' media use, materialism, beliefs, and attitudes toward advertising, status consumption tendencies, compulsive buying tendencies, brand recall, and purchase intent of luxury products /." Available to subscribers only, 2006. http://proquest.umi.com/pqdweb?did=1147196381&sid=14&Fmt=2&clientId=1509&RQT=309&VName=PQD.

Full text

APA, Harvard, Vancouver, ISO, and other styles

26

Fiastre, Gautier. "How to improve a luxury product's value ?" Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-33456.

Full text

Abstract:

This paper is aimed at understanding a luxury product’s value. The luxury market is a really special market, with different rules and a different logic than other markets. Customers are not only looking for useful or efficient product, but for quality, scarcity and well-valued products. Noriaki Kano and its studies on a product’s characteristics allows us to understand widely the customer’s satisfaction. However, in the luxury market, this satisfaction seems to be more complicated to implement. A Micro economic analysis of the luxury market helps us to understand specificities of the market, and ways to improve a luxury product’s value.

APA, Harvard, Vancouver, ISO, and other styles

27

Richet, Marie. "How to improve a luxury product's value?" Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-33457.

Full text

APA, Harvard, Vancouver, ISO, and other styles

28

Shi, Gaoyan. "Luxury Product Design for the Chinese Market." University of Cincinnati / OhioLINK, 2012. http://rave.ohiolink.edu/etdc/view?acc_num=ucin1337084888.

Full text

APA, Harvard, Vancouver, ISO, and other styles

29

曾長明 and Cheung-ming Tsang. "Business opportunities of luxury product business in the PRC." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1996. http://hub.hku.hk/bib/B31267695.

Full text

APA, Harvard, Vancouver, ISO, and other styles

30

Tsang, Cheung-ming. "Business opportunities of luxury product business in the PRC /." Hong Kong : University of Hong Kong, 1996. http://sunzi.lib.hku.hk/hkuto/record.jsp?B18023812.

Full text

APA, Harvard, Vancouver, ISO, and other styles

31

LU, Qi. "The roles of product type and product newness in consumer value co-creation for luxury brands." Digital Commons @ Lingnan University, 2017. https://commons.ln.edu.hk/mkt_etd/21.

Full text

Abstract:

The study examines the effect of consumer co-creation in different new product development stages on consumer loyalty, purchase intention and word-of-mouth. It also examines (a) the mediating role of consumer perceived value, (b) the moderating effect of product type (search goods vs. experience goods) and (c) the influence of product newness (high-level vs. low-level) on the moderating effect of product type. Two scenario-based experiments on real luxury buyers in China were conducted to test the proposed hypotheses. The findings show that co-creation at the early (vs. late) stage have a greater positive impact on consumer loyalty, purchase intention and word-of-mouth. Moreover, consumer perceived value is found to mediate the relationship of consumer co-creation and consumer responses. Consumer value co-creation in the early stage has a greater positive effect on consumer loyalty and purchase intention for experience goods (vs. search goods). The moderating effect of the product type is influenced by product newness. When the level of the product newness is low, the moderating effect of the product type will be stronger. Managerial implications and recommendation for future research are discussed.

APA, Harvard, Vancouver, ISO, and other styles

32

SILVA, LEONARDO SOARES DA. "DEMYSTIFICATION OF LUXURY: A STUDY ABOUT THE MOTIVATIONS OF BUYING PRODUCT REPLICAS." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2012. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=21286@1.

Full text

Abstract:

PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO Seguindo uma tendência mundial, o consumo de produtos falsificados tem se ampliado consideravelmente no Brasil, com relevantes consequências econômicas e sociais. Apesar de sua característica de exclusividade, os produtos de marcas de luxo não são imunes a esse processo. Réplicas de artigos como bolsas e relógios de marcas historicamente inacessíveis para muitos, por exemplo, podem ser adquiridos com facilidade no país. A desmistificação do luxo é, em grande parte, resultado da evolução do seu significado: partindo de uma lógica artesanal para uma visão financeira e industrial, o luxo caminhou pela modernidade e pós-modernidade - era do consumo movido pelo simbolismo e pela união do real e do imaginário, até, finalmente, democratizar-se através do novo luxo, abrindo as portas para a falsificação. Nesse contexto, o presente estudo buscou responder à seguinte pergunta: Quais valores podem ser considerados responsáveis pela decisão de compra de bolsas falsificadas da marca Louis Vuitton? Para tanto, foi realizada uma pesquisa exploratória, em que 15 mulheres que compraram bolsas Louis Vuitton falsificadas foram submetidas a entrevistas em profundidade analisadas pela técnica Laddering. O resultado do estudo sugere que, para além dos atributos do produto, avaliado como de elevada beleza, a bolsa faz com que as mulheres sintam-se possuidoras de imponência e status. Ao comprarem a bolsa Louis Vuitton, mesmo falsificada, as consumidoras buscam o pertencimento e procuram elevar a autoestima, valor que atua como principal motivador da decisão de compra. Following a global trend, the consumption of counterfeit goods is substantially spreading in Brazil, with significant economic and social consequences. Despite its uniqueness, luxury brand products are not immune to this process. Replicas of items such as handbags and watches produced by brands that are historically inaccessible for many, for example, can be easily purchased in the country. The demystification of luxury is the result of the evolution of its meaning: starting from craft logic onto a financial and industrial vision, luxury strode through modernity and post-modernity – the consumption era driven by symbolism and the merging of real and imaginary until finally democratize itself through what is known as new luxury, making counterfeit possible. In this context, the present study intends to comply with the following question: Which values could be held responsible for the buying decision of counterfeit Louis Vuitton handbags? To this end, we conducted an exploratory study in which 15 female subjects who bought counterfeit Louis Vuitton handbags were subjected to in-depth interviews analyzed using Laddering. The result of the study suggests that besides the product attributes, evaluated as extremely beautiful, to own a handbag made women feel imponent and with a certain status. When acquiring a Louis Vuitton hanbag, even though counterfeit, female consumers crave for belonging and raising their self-esteem, a value that is the primary motivation of the purchase decision.

APA, Harvard, Vancouver, ISO, and other styles

33

Lamanna, Chiara <1995&gt. "Product adaptation strategy for the Chinese fashion luxury market: the Sergio Rossi case." Master's Degree Thesis, Università Ca' Foscari Venezia, 2019. http://hdl.handle.net/10579/15808.

Full text

Abstract:

The today’s economic landscape is consistently evolving due the globalization, favoring the emergence of new global players and dynamics: the global power is shifting from West to East countries, communication is strongly increasing, social and environment concerns are becoming more important. The thinner distance between companies and their consumers had created a worldwide scenario with international consumers and companies. On the one hand, companies can easily increase their profits and the awareness of their brand image by exporting their products in countries once impossible to access; on the other hand, they have to deal with divergence local needs, preferences and consumer behaviors. The thesis aims to understand the cultural aspects that strongly affecting consumer behaviors have to be considered in the formulation of companies’ cross-cultural marketing strategy. Specifically, focusing on the product aspect, it investigates the most concerning variables that a fashion luxury company has to evaluate in the formulation of its international marketing strategy in order to implement a product adaption or standardisation strategy. Based on a review of the models created to make predictable the cultural differences and the literature on the strategies that can be adopted by companies; the cross-cultural marketing strategy adopted by an Italian shoe company in the Chinese fashion luxury market has been analyzed with a deeply focus on the product features. The results highlight the importance of the product adaptation in the fashion luxury industry by showing that the success of these companies, mostly European, is strongly related to the correct understating of the cultural dimensions and to the proposing of a perfect tailored cross-cultural marketing strategy with high attention to the product features.

APA, Harvard, Vancouver, ISO, and other styles

34

Jansen, van Rensburg Lize Tineke. "South African female consumers' luxury value perceptions and needs for traceability information on exotic crocodile leather accessories." Diss., University of Pretoria, 2017. http://hdl.handle.net/2263/63310.

Full text

Abstract:

This study explored South African female consumers’ value perceptions as well as their needs for traceable information on exotic crocodile leather accessories. The Wiedmann, Hennigs and Siebels' Luxury Value Perception Scale (2007) and the Consumer Decision-making Process (Solomon & Rabolt, 2004:354) served as conceptual framework for the study. A questionnaire was distributed across South Africa and completed by willing participants. All participants were South African citizens, females of varyin g cultural backgrounds, including: African, Caucasian, Indian, Asian and Coloured individuals. The Consulta Research (Pty) Ltd used their extensive database of female consumers for sampling purposes. They managed to collect three hundred and thirty seven (337) completed and usable questionnaires. The Spearman's Correlation Coefficient, descriptive statistics, as well as exploratory factor analysis were used for data analysis. The results indicate that respondents to this questionnaire were not willing to pay marketrelated prices for exotic crocodile leather accessories. Findings of this study uncovered five luxury value perceptions as opposed to the four originally recognised by Wiedmann et al. (2007), namely Functional, Social, Financial, Individual gifts and Individual pleasure value perceptions. Of these luxury value perceptions, respondents indicated that the functional value perception was the most important to them. Traceable intrinsic and extrinsic-related attributes which can have an impact on decision-making by consumers were also explored. Results indicate that respondents found intrinsic-related attributes moderately important when deciding to purchase an exotic crocodile leather accessory. With regard to extrinsic-related product attributes, results indicate that most respondents found these extrinsic-related attributes moderately important. The notable exception was the position brand-holders held on child labour, which was indicated as important by most respondents. Results further indicated weak-positive, but statistically highly significant relationships between functional value perceptions and the importance of intrinsic-related as well as extrinsic-related information. Weak-positive, but statistically highly significant relationships were also conversely found between financial value perceptions and the importance of intrinsic and extrinsic-related information. There was a weak but statistically highly significant relationship between the individual giftvalue perception and the importance of extrinsic-related information as well as, conversely, a weak-positive statistically significant relationship between individual gift-value perceptions and the importance of intrinsic-related information. Purchase intent is an important determinant when consumers make decisions. Research results for this study have, however, indicated that respondents had a weak purchase intent for exotic crocodile leather accessories. Most respondents reported that they would never, at any time, buy an exotic crocodile leather accessory. Neither would they at some stage have the intention to buy an exotic crocodile leather accessory, or have a purchase interest for an exotic crocodile leather accessory. Finally, results show that there was a weak-positive, but statistically highly significant relationship between the importance of extrinsic-related product attributes and purchase intent. Results of this study make positive contributions towards the decision-making of various role players within the exotic crocodile leather accessory industry. Role players such as farmers, manufacturers, distributers, retailers and marketers can all benefit from the results. Based on the results of this study, recommendations for industry and future research are made. Dié studie ondersoek Suid-Afrikaanse vroueverbruikers se waardepersepsies asook hul behoeftes aan navolgbare inligting oor eksotiese krokodilleerbykomstighede. Die Wiedmann, Hennigs and Siebels's Luxury Value Perception Scale (2007) en The Consumer Decisionmaking Process (Solomon & Rabolt, 2004:354) dien as die konseptuele raamwerk vir dié studie. 'n Vraelys is dwarsoor Suid-Afrika versprei en voltooi deur vrywillige deelnemers. Alle respondente was Suid-Afrikaanse burgers, vroue van 'n verskeidenheid etniese herkomste, waarby ingesluit: Afrikaan, Kaukasiese, Indiese, en kleurlingindividue. Consulta Research (Pty) Ltd het van hul uitgebereide databasis van vroueverbruikers in hul steekproef gebruik gemaak. Hulle het daarin geslaag drie om honderd sewe en dertig (337) voltooide en bruikbare vraelyste te bekom. Die Spearman’s Correlation Coefficient se beskrywende statistiek en oorsigtelike faktore-ontleding is gebruik in die data-analiese. Die bevindings dui daarop dat respondente op die vraelys nié bereid is om markverwante pryse te betaal vir eksotiese krokodilleer-bykomstighede nie. Verdere bevindings in dié studie het vyf luukse waardepersies blootgelê, teenoor die vier aangedui deur Wiedmann et al. (2007), naamlik: Funksionele, Sosiale, Finansiële, Individuele geskenke, en Individuele plesierwaardepersepsies. Van dié luuksewaardepersepsies het respondente aangedui dat die funksionele waardepersepsie vir hulle die belangrikste is. Opspoorbare en navolgbare intrinsieke of ekstrinsieke eienskappe wat 'n invloed kan hê op die besluitnemening deur verbruikers was matig-belangrik in die besluitproses vir die aankoop van 'n eksotiese krokodilleerbykomstigheid. Met betrekking tot ekstrinsieke produkeienskappe, dui resultate daarop dat respondente grootliks hierdie ekstrinsieke eieskappe ook as matig-belangrik geag het. Die opmerklike uitsondering is beleidstandpunte wat handelsmerkeienaars ten opsigte van kinderarbeid handhaaf en wat as belangrik deur respondente bejeën is. Resultate dui verder daarop dat swak-positiewe, maar 'n statisties hoogs belangrike verband bestaan tussen fuksionele waardepersepsies en intrinsiek-verwante asook ekstrinsiekeverwante beskouings. Verder is ook aangedui dat hoogs belangrike verbande tussen finaniële waardepersepsies, individuele geskenkwaardepersepsies en die belangrikheid van intrinsieke en ekstrinsieke inligting teenwoordig is. Daar was 'n swak, maar hoogs belangrike verband tussen die indivuele geskenkwaardepersepsie en die belangrikheid van ekstrinsieke-verwante inligting asook die omgekeerde statisties-belangrike, swak-positiewe verband tussen individuele geskenkwaardepersepsies en die belangrikheid van intrinsiek-verwante inligting word beklemtoon. Die aankoopvoorneme is 'n belangrike oorweging in verbruikers se besluitneming. Resultate in hierdie studie, dui egter daarop dat verbruikers 'n swak aankoopvoorneme vir eksotiese krokodilleerbykomstighede het. 'n Meerderheid van die respondente het aangedui dat hulle nooit 'n bykomstigheid van krokodilleer sal koop nie. Verder sal hulle in geen stadium enige voorneme koester om 'n krokoldilleerbykomstigheid aan te skaf of belangstel om só 'n produk te bekom nie. Laastens dui resultate op 'n swak-positiewe, maar statisties hoogsbetekenisvolle verband tussen die belangrikheid van ekstrinsieke produkeieskappe en koopvoorneme. Resulate van dié studie maak 'n positiewe bydrae tot die besluitneming van verskeie rolspelers binne die eksotiese krokodilleer-industrie. Rolspelers soos boere, vervaardigers, verspreiders, handelaars en bemarkers kan almal baat vind by dié bevindings. Sleutelwoorde: Vroueverbruiker van luukse bykomstighede; industrie vir luukse krolodilleerbykomstighede; luuksewaardepersepsies; intrinsieke produkeienskappe; ekstrinsieke produkeienskappe; aankoopvoorneme. Dissertation (MSc)--University of Pretoria, 2017. Consumer Science MConsumer Science Unrestricted

APA, Harvard, Vancouver, ISO, and other styles

35

Soukupová, Barbora. "Compatibility of luxury and the concept of simply living." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-76574.

Full text

Abstract:

Is luxury consumption incompatible with simple living? ... or not? For most of the people the question and the answer are obvious. On the first sight, it seems that there is no compatibility at all. How can luxury that is often connected and used as a synonym for opulence, excessive useless things and so on be even placed in one sentence with such a frugal concept as simple living? The purpose of this thesis is to define the framework and the issues that arise when putting the two concepts together. The findings of the thesis can be treated in deeper research that can follow and be inspired by this thesis. In order to prove and explain the analytical part, the findings are applied on real life examples. The theoretical part defines what luxury is, what its specific attributes are and why it stands apart from the "traditional" marketing approach. What is more, the impact of internalization and globalization on the luxury products and services is particular and cannot be treated in the same manner as for the mass consumption brands. The second analytical part treats the concept of simple living, the common misunderstandings and the philosophy of the concept. The two concepts are then put together in order to search for some for the points in common and the incompatibilities. The last chapter is dedicated to a practical illustration of the theory stated. Five star spa hotel and forest retreat Chateau Mcely is used as an example of luxury meeting simple living in some areas. The hotel is briefly introduced starting with the history of the building and then the modern history of the today's hotel after it was acquired by the actual owners, Inéz and James Cusumano. The mission statement and the principal idea of the project are detailed same as is the marketing mix of Chateau Mcely. And finally, the sustainability and ways of creating it are presented in order to underline the symbiosis of luxurious hotel and simple living, at least in some domains.

APA, Harvard, Vancouver, ISO, and other styles

36

Fraccaro, Annalisa. "Price endings of luxury handbags : managerial practices customers' perceptions and preferences." Thesis, Paris 1, 2017. http://www.theses.fr/2017PA01E071.

Full text

Abstract:

En se basant sur la littérature en marketing sur les terminaisons de prix et le pricing du luxe, cette thèse met en évidence le paradoxe résultant de l’utilisation de prix odd (i.e., des prix juste en dessous d’un nombre rond) dans le contexte des produits de luxe où, intuitivement, les prix devraient majoritairement être des nombres ronds. Les pratiques en termes de terminaisons de prix sont étudiées dans la catégorie des sacs à main de luxe. Dans une première partie, la thèse identifie les catégories de terminaison de prix utilisés et les déterminants d’utilisation. Dans une seconde partie, la thèse explore les perceptions des consommateurs concernant différentes facettes du luxe et leur perception globale du caractère luxueux d’un produit selon les terminaisons de prix utilisées. Dans une dernière partie, la thèse étudie les préférences des consommateurs de luxe pour une terminaison de prix ou l’autre. Les résultats de cette thèse offrent de nouvelles perspectives par rapport à la littérature existante sur les terminaisons de prix, dans le sens où ils indiquent que les connotations de prix inférieur, qualité inférieure et prestige inférieur, associées aux prix odd et bien établies dans la littérature n’existent pas pour les produits de luxe, ou du moins pour la catégorie des sacs à main de luxe de niveau intermédiaire Drawing from existing literature on price endings and luxury pricing, this thesis highlights the paradox of adopting odd prices (i.e., prices just below a round number) in a luxury context, where, intuitively, prices should mostly be round numbers. Price endings practices are investigated in the product category of luxury women handbags. In a first empirical analysis, different types of price endings and the determinants of their use by pricing managers are identified. In a second part, the results of two experiments measure customers’ perceptions of different facets of luxury and overall perceived luxury itself. In the last part, a conjoint analysis reveals customers’ preferences for odd price endings. The findings of this thesis challenge previous research on price endings practices, in that they show that well-know low-price, low-quality, low-prestige connotations typical of odd prices in a non-luxury context, might not subsist in a luxury environment, at least for the handbag product category and for an intermediate level of luxury

APA, Harvard, Vancouver, ISO, and other styles

37

Eremeeva, Julia. "Trois essais sur la consommation de contrefaçon de luxe par les ressortissants du CCG Coping with copies: the influence of Risk perceptions in counterfeit Luxury consumption in GCC Countries Talking about my generation: Revisiting the influence of age in luxury counterfeit consumption in GCC countries I want it all and I want it now. Motivations of counterfeit luxury consumption among affluent GCC consumers." Thesis, Paris Sciences et Lettres (ComUE), 2019. http://www.theses.fr/2019PSLED006.

Full text

Abstract:

Les trois essais de cette thèse offrent un cadre conceptuel pour comprendre la consommation de produits de luxe contrefaits dans les pays du Golfe par des consommateurs parmi les plus riches au monde. Le premier essai examine les risques associés à cette consommation et identifie les stratégies mises en place par les consommateurs pour faire face à la dissonance cognitive qui en résulte. Le deuxième essai éclaire l’influence positive, et inattendue, de l'âge du consommateur sur cette consommation par l’histoire singulière des pays du Golfe. Le troisième essai met en avant les motivations à cette consommation qui n’étaient pas encore apparues dans une littérature généralement assise sur l’étude des consommateurs occidentaux et asiatiques The three essays of this thesis provide a conceptual framework to explain GCC affluent nationals’ luxury counterfeit consumption. The first essay examines the risks associated with such consumption and identifies the coping strategies used to deal with the resulting cognitive dissonance. The second essay explains the unexpected positive influence of consumers’ age on such consumption by the specific historical context of the GCC countries. The third essay reveals GCC consumers’ motivations to such consumption that were not mentioned in a literature usually concentrated on Western and Asian consumers

APA, Harvard, Vancouver, ISO, and other styles

38

Manocha, Raghav. "Effect of consumption-context and product attributes on social value perception of luxury clothes for Indian female consumers." Thesis, Paris 1, 2020. http://www.theses.fr/2020PA01E001.

Full text

Abstract:

Cette étude, réalisée auprès de jeunes femmes Indiennes, met en lumière l’importance du contexte de consommation et celle du design dans la valeur sociale perçue d’un vêtement de luxe. L’étude analyse la perception de la valeur sociale d’un vêtement de luxe (Perceived Social Fit) en fonction de deux facteurs. Le premier facteur, lié au contexte est illustré par le genre d’événement (traditionnel ou moderne) et la proximité en âge des personnes présentes à l’événement (personnes du même âge ou personnes plus âgées). Le deuxième facteur, lié aux caractéristiques du vêtement de luxe se réfère à l’origine perçue du design (indienne, occidentale ou indo-occidentale) et à sa modestie (modeste ou plus dénudé). Du fait des orientations collectives de la société indienne, porter un vêtement de luxe approprié à l’occasion sociale confère plus de prestige et est socialement mieux perçu.Le cadre conceptuel est fondé sur la littérature portant sur la valeur sociale perçue d’un vêtement de luxe tandis que le luxe et la mode en Inde évolue entre tradition locale et influence globale. Dans la culture Indienne collectiviste, les femmes Indiennes donne la priorité au contexte d’usage dans le processus de choix d’un vêtement de luxe. La validation empirique a en premier lieu visé à mieux comprendre les déterminants du choix d’un vêtement de luxe à l’aide d’une analyse de 24 entretiens semi directifs réalisés auprès de jeunes femmes Indiennes.Le travail empirique s’est poursuivi par une expérimentation réalisée auprès de 994 femmes Indiennes. Lors de cette expérimentation intra-sujets, chaque répondant a évalué six robes pour chacun des quatre événements représentatifs de la société Indienne. Les six robes varient en design (Indien, Indo-occidental, Occidental) et en modestie (modeste, dénudé). Les quatre événements varient en modernité (traditionnel versus moderne) et en compagnie (de pairs ou de plus âgés). De nombreux effets principaux sont significatifs. Par exemple, les robes au design indien ont une meilleure adaptation sociale perçue que les robes au design indo-occidental et occidental; les robes au design indo-occidental ont une meilleure adaptation sociale perçue que les robes au design occidental et les robes modestes ont une meilleure adaptation sociale perçue que les robes dénudées. Parmi les effets d’interaction, lors d’un événement fréquenté par des personnes plus âgées, une robe de style indien a une meilleure adaptation sociale perçue que les robes de style occidental et indo-occidental, tandis que lors d’un événement fréquenté par des personnes du même âge, c’est la robe de style occidental qui a la meilleure adaptation sociale perçue. De plus, lors d'un événement social dit «moderne», une robe de luxe plus dénudée est socialement mieux perçue qu'une robe modeste, alors que lors d'un événement traditionnel, une robe modeste est mieux perçue qu’une robe plus dénudée. Résultat inattendu, les robes de style Indo occidental sont socialement mieux perçues lors d’un événement moderne que les robes de style occidental. La recherche suggère un certain nombre d’implications managériales. Ainsi, les maisons de luxe occidentales auraient intérêt à tenir compte du contexte dans lequel la robe risque d’être portée. Par exemple pour un événement dit «moderne», nous suggérons d’insérer des éléments de design occidental dans les robes indiennes. Ces mêmes maisons de luxe pourraient également adapter les robes occidentales au design Indien empreint de modestie (c’est-à-dire en respectant les parties du corps qui doivent être cachées en Inde), et en recourant à des tissus et teintes appréciés en Inde. Les créateurs indiens ont pour leur part tout intérêt à conserver et à renforcer leur point fort, à savoir l'artisanat et les matériaux traditionnels. Mais ils peuvent innover en insérant certains traits de design occidental dans leurs modèles Indiens This study conducted among young Indian females, sheds light on the importance of consumption-context and apparel attributes in determining the social value perception of a luxury dress. The study analyzes the perceived social fit of a luxury dress as a function of two factors: First, a context-related factor comprises the type of event (traditional or modern), and the people who are present at the event (peers or elders). Second, an attribute-related factor refers to the perceived design origin (Indian or Western or Indo-western), and the modesty of the dress (modest or revealing). As a result of collectivistic orientations of Indian society, wearing a contextually-fit luxury dress helps earn more prestige in one’s group and will help gain high social value. The literature review analyzes the importance of the perceived social value for a luxury outfit in India, in the Indian context of luxury apparel, evolving along traditional design and global influence. In the Indian collectivist culture, Indian females give priority to the usage context when they choose a luxury garment. We propose a conceptual framework derived from the literature.In the empirical work, we started analyzing 24 semi–structured interviews of young Indian females. This qualitative study helped to better understand the choice process of a luxury garment. Next, an experiment was carried out with 994 Indian females. In this within-subjects experiment, each subject had to assess the social fit of six dresses, for each of four representative events of Indian society. The six dresses varied in design (Indian, Indo-western, Western) and in modesty (modest or revealing). The four events varied in modernity (traditional versus modern) and in company (with peers, or with elders).Many main effects are significant. For example, Indian dresses have higher perceived social fit than Indo-western and Western dresses; Indo-western dresses have higher perceived social fit than Western dresses; and modest dresses have higher perceived social fit than revealing dresses. Among interaction effects, for an event with elders, an Indian dress has a higher perceived social fit than Western and Indo-western dresses, whereas for an event with peers, a Western luxury dress has a higher perceived social fit. During a modern social occasion, a revealing luxury dress has a higher perceived social fit than a modest dress, whereas during a traditional event, a modest dress has a higher perceived social fit than a revealing dress. Unexpectedly, Indo-western dresses score higher in perceived social fit than Western dresses for a modern social occasion. The research suggests a number of managerial implications. Western luxury houses should take into account the context in which the dress will be worn. For example, in a so called “modern” event, we suggest to infuse Western elements in Indian dresses. Western houses can also tailor Western dresses, to Indian dress attributes such as modesty (i.e., respecting the parts of body that should be hidden in India), and textiles and colors liked in India. Indian designers should hold on to and strengthen their forte – traditional craftsmanship and dress-materials. However, they may innovate by infusing selected Western elements in their Indian models

APA, Harvard, Vancouver, ISO, and other styles

39

Yousnadj, Djamel. "Formalisation d'un modèle pour améliorer la durabilité d'un portefeuille de packagings de luxe et l'innovation : Dimensions Structurante et Structurelle." Thesis, Paris, ENSAM, 2015. http://www.theses.fr/2015ENAM0036.

Full text

Abstract:

Cette thèse porte sur l’amélioration de la durabilité d’un portefeuille de produits et l’innovation. Elle a été réalisée dans le cadre d’une recherche-action au sein de la maison de luxe CHANEL Parfums Beauté dans le département ‘’achats, du développement et de l’innovation packagings’’. Notre recherche traite des problématiques d'intégration de l'éco-conception en développement de nouveaux produits, de l'innovation par les éco-matériaux, de l’intégration des critères sociaux et environnementaux dans les achats ainsi que des aspects stratégiques et managériaux liés à la satisfaction des parties prenantes, à la définition d'objectifs, au suivi de performance et au développement de compétences. Nous proposons un modèle qui tient compte simultanément des dimensions structurelles et structurantes pour avoir une vision globale des éléments nécessaires à l'amélioration. La dimension structurante comprend les processus qui déterminent les objectifs, les critères et la performance durable et innovante des produits du portefeuille. Ces processus assurent aussi l'amélioration continue et l'apprentissage. La dimension structurelle concerne les ressources, notamment les acteurs, les méthodes, les outils ainsi que les systèmes d'informations. Ce modèle structurant et structurel a été complété et discuté à travers quatre expérimentations. Trois propositions complémentaires rendent ce modèle opérationnel. Ils concernent une description détaillée des principales ressources structurelles, un scenario d’implémentation progressive et une démarche globale d’amélioration. L’originalité de cette recherche réside dans la vision sur l'ensemble du portefeuille de produits et dans l’investigation simultanée des dimensions structurantes et structurelles. Elle s’est intéressée aussi pour la première fois aux packagings de luxe This research is about the improvement of product portfolio sustainability performance and innovation. It’s about a research-action accomplished at CHANEL Parfum Beauté. Our actions were conducted in the “packaging purchase, development and innovation” department. The research deals with the integration of eco-design in the new product development, the innovation via the use of eco-materials, the integration of social and environmental criteria in purchasing activities and also strategic and managerial issues for satisfying stakeholders, for setting objectives, for monitoring performance and developing competences. We propose a model that takes into account simultaneously structuring and structural dimensions to have a global approach for the improvement. The structuring dimension includes all processes that determine objectives, criteria and the sustainability performance and innovation of the product portfolio. These processes insure continuous improvement and learning. The structural dimension is related to the resources including actors, methods, tools and information technologies. This structuring and structural model was completed and discussed through four experimentations. Three complementary propositions have been formalized to make the model operational and include: detailed description of the main structural resources, a progressive implementation scenario that links objectives to the available resources, and a global process for improvement. The uniqueness of this research comes from the global vision of the product portfolio improvement in the simultaneous investigation in both structuring and structural dimensions and finally, its focus on luxury packaging

APA, Harvard, Vancouver, ISO, and other styles

40

Korjukova, Alisza, and 愛麗. "Luxury Products and Internet - Marriage or No Marriage?The Compatibility and Future of Marketing Luxury Products Online." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/68369073293854041105.

Full text

Abstract:

碩士 國立臺灣大學 國際企業學研究所 101 The virtue and attribution of luxury have endured numerous changes in the past decades, from a purely functional application, to a strongly individual meaning and shifted to the experiential interpretation of luxury. It witnessed the emergence of new generations with new requirements and wishes, at which stage the major deal of the luxury appeal expresses the category from the customer’s viewpoint, the experience of luxuriousness, rather than the possession of the luxury product. The true value of luxury in the recent, occasionally challenging economic environment, is to have different possibilities of when, where and how to expend our earnings. Penetrating the Internet market is one of the options. Many high-end companies have begun targeting the mainstream or mid-market, searching for growth where the web performs as an optimal advertising and sales instrument. However, the question is whether it is feasible to alter the fundamental principles of the Internet, converting it into a platform for exhibiting and distributing top-premium articles, while maintaining their perception of the unreachable and invaluable? The creator of this thesis found this phenomenon fascinating, since there appears to be a contradiction between the core values of luxury and the Internet, where the reluctance towards moving online has been understandable. Therefore, the purpose of this paper is to comprehend the progression that luxury have went through, and search for description to build a structure for future references. The thesis is based on theoretical framework and begins with a profound comprehension on what specifies luxury as well as the web and e-commerce, accompanied by case studies combining both elements. Luxury and Internet appear to be compatible with each other as the web and social media are indispensable tools these days.

APA, Harvard, Vancouver, ISO, and other styles

41

Santos, Ana Beatriz Correia. "Do counterfeit products act as substitute for second-hand luxury products?" Master's thesis, 2020. http://hdl.handle.net/10400.14/32162.

Full text

Abstract:

Quer o consumo de produtos de luxo em segunda mão, quer os produtos contrafeitos têm tido um contínuo aumento de vendas e é esperado que o crescimento de ambos se mantenha. Porém, se o luxo em segunda mão não representa um risco para a economia, para o governo, para a indústria ou para os consumidores, o mesmo não se pode dizer sobre os produtos contrafeitos. Estudos anteriores sugerem que estes dois tipos de consumo podem substituir-se um pelo outro, uma vez que ambos oferecem o status e prestígio das marcas de luxo verdadeiras, contra o pagamento de apenas uma pequena parte do seu valor real. Contudo, poucas investigações se debruçaram sobre as comparações que levam os produtos a adquirir estes dois tipos de bens. Este estudo tem assim como objetivo explorar duas questões: 1) entender as diferenças e os pontos comuns da intenção de compra dos produtos de luxo de segunda mão e dos produtos de contrafação; 2) compreender se os mesmos se podem substituir. Através de inquérito online foram recolhidas 544 respostas válidas. Uma análise de correlação foi efetuada com o intuito de validar o modelo proposto e as proposições desenvolvidas. Os resultados revelam que existem diferenças nas intenções de compra e nos perfis dos consumidores de produtos de luxo em segunda mão e de produtos contrafeitos. Com base neste estudo não é correto afirmar que estes dois tipos de produto são substitutos. Contudo é sugerido um efeito de substituição entre ambos. Este estudo apresenta implicações tanto práticas como teóricas. Através dos resultados obtidos é sugerido que exista uma redefinição das estratégias de segmentação dos consumidores assim como dos canais de venda das empresas de luxo em segunda mão. The consumption of second-hand luxury and counterfeit goods have been having a continuous sales increase and their growth is forecasted to continue. If pre-owned luxury does not present a risk in it-self, the same cannot be alleged about counterfeit consumption. Prior literature suggest that these two types of consumption are substitute of each other since both of them offer the prestige and status of original luxury brands, paying, however, only a fraction of their real value. Nevertheless, few studies have quantitatively and theoretically compared the second-hand luxury and counterfeit purchase intentions motivations. This study aims to explore two questions: 1) the differences and similarities of luxury second-hand and counterfeit goods purchase intentions and 2) if luxury second-hand goods and counterfeit goods can be named substitutes. An online survey was distributed, and 544 completed and usable questionnaires were collected. A correlation analysis was used in order to access the model and propositions developed. The results reveal that consumers purchase intentions and profile are seemingly different from each other. Based on the study’s results, it is not correct to proclaim luxury fakes and pre-owned luxe as substitutes. Notwithstanding, a substitution effect is suggested. The study advances contributions to the body of knowledge, and implications for second-hand retailers are present. In face of the findings, retailers should rethink their consumers segmentation strategy as well as the development of their sales channel.

APA, Harvard, Vancouver, ISO, and other styles

42

Ho, Chih-Hsiang, and 何志翔. "When Technology meets Luxury: A Study on the Perceptions of Luxury Technology Products." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/59rme2.

Full text

Abstract:

碩士 國立臺灣科技大學 管理研究所 105 What comes out when technology meets luxury? The recent trend shows the widespread launch of luxury technology products. However, little research has been conducted in this area, while discussions for consumers' perceptions of technology products are rarely from luxury standpoint. This study argues that all consumer perceptions of luxury technology products contain both technology and luxury values, so the study integrated the literature scales and measure the perceived technology and luxury values and its effect upon the purchase intention. Analyzing survey data from 323 valid samples of three luxury technology products, the results showed that the perceived technology and luxury values had significant and positive influences on purchase intention, and technology value had a significantly greater correlation with purchase intention than did luxury value. To elaborate, the perceived Usefulness, Self-Expression and Extended Self were three main favorable consumer perceptions that had major influences on purchase intention of luxury technology products. And the perceived Innovativeness of Technology, Visual Appeal, Prototypicality and Hedonism had partial support to this model. This study developed a conceptual framework that can be a valuable guide for researchers and marketers. By strengthening the consumer's favorable technology or luxury perceptions, thereby enhance their purchase intention.

APA, Harvard, Vancouver, ISO, and other styles

43

BUI, THI CAM MY, and 翡氏金美. "Vietnamese Purchase Intention Towards Counterfeit Luxury Fashion Products." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/33822670716469991293.

Full text

Abstract:

碩士 南華大學 企業管理學系管理科學碩博士班 105 Counterfeit products are being the most considerable problem not only in Vietnam but also worldwide. People now concern more on how they could get a satisfied product with the most affordable price. In Vietnam, more and more people are knowingly purchasing counterfeit luxury fashion products for many reasons. Many studies have conducted to explore this issue by taking several product sample and they have not reached an agreement. Whether theories about brand personality, product attribute or perceived benefit can be transferred from original products and applied to counterfeiting or not remains considerable. 　　This study has been designed to explore and investigate the effect of factors on the Vietnamese purchasing intention of non-deceptive luxurious fashion counterfeits by taking counterfeit luxury handbags as target group. Factors affecting the purchasing intention toward famous counterfeiting fashion products are analyzed. The research uses theory inference, empirical data and statistic instruments to explore and analyze the influence of brand personality, product attribute, perceived benefit, product involvement and price-quality inferences on Vietnamese purchasing intention of counterfeiting luxurious fashion product. The findings indicate that Vietnamese consumers tend to consider a counterfeit fashion product as a brand to represent their symbol. They also are counterfeiting-prone if they feel that counterfeit fashion products have favorable attributes and benefits. Moreover, these relationships are stronger when involvement of Vietnamese consumers is high.

APA, Harvard, Vancouver, ISO, and other styles

44

Chen, Yi-Chimg, and 陳怡靜. "Customer value, Fashion consumption and Attitude toward luxury with Consumer Behavior on Buying Luxury Products Aircraft Industry." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/72h86f.

Full text

Abstract:

碩士 銘傳大學 管理研究所 96 In today''s luxury consumer psychology plays an important role. In recent years, the boutique industry continued to grow, driven civilians of this growth, which is "luxury civilians," driven by the huge demand for luxury goods, luxury consumers are no longer limited to high-income and high status of elite groups, Will include more consumer upgrade (Trading Up), the middle class and young populations. This emerging consumer forces in the world gradually taking shape. This study by the convenience sample collected a total of 347 of the study and use of linear structure models for data analysis and hypothesis testing. The study concluded that consumption value of its effectiveness in the value of the luxury consumer has a positive attitude; popular consumption in the social values of their old luxury consumer has a positive attitude towards relations. This study found that for older luxury consumers, enterprises need to see whether they have the ability to create value commensurate with ability and sponsors. And the new luxury consumers, enterprises need to view their own whether to build this class with the corresponding receipts structure, able to provide low-cost, high sense of value. Form through the low price, by adding additional value, not just the pursuit of cheaper. Although low commodity prices, or to add some additional value in order to meet the needs of low-class. And the existing fixed commodity, a more practical and functional, we can create with the lower and middle class life style required of goods.

APA, Harvard, Vancouver, ISO, and other styles

45

Teng, Ching-Yu, and 鄧菁玉. "The Study of Consumers'' Behavior on Luxury Products." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/01822996481712268865.

Full text

Abstract:

碩士 淡江大學 歐洲研究所碩士班 104 The history of luxury branding related to human’s develop history, also related to nowday’s consumer’s behavior. Author tracing back to the origin of luxury, to define "what makes a luxury brand?" Analyzing three major luxury group: LVMH, Richmont and Kering to figure out their branding model. And using the survey to prove consumer’s behavior. The result showed that consumers still paying attention when they purchase luxury products. After the network booming, the luxury brands have involved with online shopping, it''s an efficient way to promote their brands images to consumers. Research method: Content analysis, Historic research and questionnaire method.

APA, Harvard, Vancouver, ISO, and other styles

46

Wang, Jackie Hui-Wen, and 王慧雯. "Factors Related to Mobile Shopping Behaviors On Luxury Fashion Products." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/75162395301371423367.

Full text

Abstract:

碩士 輔仁大學 品牌與時尚經營管理碩士學位學程 105 Global online business is growing rapidly and has become trendy been discussed in many studies. Followed by the increasing number of Smartphone users is increasing and fast hardware feather upgrades, well developed e-commerce platform, shopping and payment apps are widely used. These phenomenon make mobile shopping critical part of consumer’s daily life, and luxury fashion shoppers also become digitalized and pay more attention to the series and interaction between online and offline environment. Online luxury fashion retailers and international purchase broker now sell products via official websites, apps and social media platform. These new market channels offer plenty of opportunities but also challenges. This research is based on the S.O.R model to discuss related factors of the making-decision process on mobile shopping by luxury fashion shoppers. Different kinds of stimulus with influence a consumer which results in positive purchase attitude as well as the factors affecting luxury fashion products shoppers? Analysis is based the author’s participant observation viewpoint, experts’ interview and in-depth interview with thirteen luxury fashion products mobile shoppers by structured interview questions. The critical factors to affect consumer’s purchase intense of mobile shopping for luxury fashion products is not digital marketing, advertising or social media related. In fact, discount offering is the most critical driver to affect the purchase decision. All findings of precise luxury fashion shoppers provide fashion retailers with valuable updated marketing viewpoints and suggestions.

APA, Harvard, Vancouver, ISO, and other styles

47

Hsu, Wei-Chung, and 徐維中. "The Justification of Consuming Luxury Products: Effects of Social Context." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/98269599228579675906.

Full text

Abstract:

碩士 國立交通大學 運輸科技與管理學系 97 When consumer needs to explain their choice of luxury products, they may use the reason whuch easy to justify or conform to others’ expectation, rather than their original intention. Thus, this article reviews social comparison theory and reference group theory that might explain how consumers justify their luxury product differently under different situation. It is hypothesized that consumer may compare and consider themselves with the person who discussed for them in mind. Exposure to these situations may change consumers’ motivation of conform or dissension with the person; the result is consumer may focus on different attribute to explain their luxury product. Experimental research examnines these hypothses in the context of different comparison direction and closeness of relation at participants. Results suggest the attributes which consumers emphasize are slightly different in different situation.

APA, Harvard, Vancouver, ISO, and other styles

48

Pinto, Catarina Rodrigues Ferreira. "How to leverage on the Portuguese luxury consumers to increase the luxury consumption in Portugal?" Master's thesis, 2018. http://hdl.handle.net/10362/39290.

Full text

Abstract:

This dissertation aims to investigate the Portuguese Luxury Consumer’s consumption habits in Portugal, in order to understand how Portugal can capitalize on these consumers to further develop the overall luxury consumption in the country. To achieve this goal, we started by exploring the concept of luxury, presenting the main global luxury trends and analysing the luxury consumption in Portugal, using both qualitative and quantitative techniques. This investigation shows that Portuguese luxury consumers are influenced by store service, price and promotion, purchase both luxury goods and experiences, browse online before going to stores and, overall, seem to be aligned with the rest of the Western World’s luxury consumers.

APA, Harvard, Vancouver, ISO, and other styles

49

Su, Wan-chu, and 蘇莞筑. "An Exploratory Study on the dimensions of Luxury High Tech Products." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/8s7zeu.

Full text

Abstract:

碩士 國立臺灣科技大學 科技管理所 100 In recent years, people’s consumption habits have changed gently. People have started to seek the happiness from added value of the goods. The luxury goods are the best deputation that the emotional value of products is more important than the functional value. Nowadays, the consumers of high tech products have required not only technical excellence but other value. Therefore, the concept of「luxury high tech products」 appeared. This study gathers relative papers and launches luxury high tech products questionnaires. By using exploratory factors analysis to find out what perceptions that luxury high tech goods have. The result in this study shows the luxury high tech products has five perceptions, they are 1.Perceived conspicuousness. 2. Perceived extended self. 3. Perceived hedonism. 4. Appearance value. 5. Service and Quality. The dimensions 「appearance value 」and 「service and quality」, which are subordinate to high tech dimension, are the contribution of this study. The dimensions 「perceived conspicuousness」, 「perceived hedonism」and 「perceived extended self」 are classified into luxury dimension. According to this result, this study has two suggestions to luxury high tech products. 1. High tech dimension: Customers focus more on product design than before. The product design and brand styling make high tech products more valuable. Also the customers care more about services they got in purchasing processes and maintenance guarantee. 2. Luxury dimension: It means that customers buy luxury high tech products want to have the same satisfaction as buying traditional luxury products. So the luxury high tech products should maintain brand well and establish outstanding impression.

APA, Harvard, Vancouver, ISO, and other styles

50

Hsu, Ming-jen, and 許銘仁. "A Study of the Design Technique of Luxury High Tech Products." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/11482623002100545019.

Full text

Abstract:

碩士 國立臺灣科技大學 設計研究所 97 In recent years, due to the progressively maturing development of mass production techniques, consumers’ demands for technological products switched from performance-oriented to value added-oriented product designs. Luxury high tech products that emphasize fashion and style emerged in the market. Through literature reviews and case studies covered in this research, the design techniques for luxury high tech products and effectiveness of enterprises will be probed into, and the results shall serve as reference for manufacturers in the development of luxury high tech products. The study results are as follows: 1.A suitable “luxury image” intended for luxury high tech products has to be created. 2.The design techniques of luxury high tech products are classified as to form, material and texture, and color. These techniques include the following: (1)Form: series features, the conversion of the design elements of luxury goods for reutilization, the continued adoption of shape element of the luxury goods, and the adoption of completely new form design. (2)Material and texture: precious materials are used, and metallic texture is emphasized. Through the “texture” of the material, the operation experience is enhanced. Materials of other luxury goods continue to be adopted. (3)Color: The determination of color often depends on the targeted market. Cases of strategic alliance with different market segments often help establish a better connection with the collaborator’s brand image by means of authorized color uses. The use of same colors and color matching are also important design elements in series features of luxury high tech products. 3.“Material and texture” is the main and more distinctive method for enhancing the “luxury” image of products followed by “form” and “color.” 4.Quality requirements in manufacturing and use of special working methods in manufacturing are also important methods toward the manufacture of “luxury.” 5.The strategic alliance with different business sectors/fields of popular brands helps enhance the “luxury” image. 6.The development of luxury high tech products is beneficial for promoting the brand image, brand awareness, and related product developments of an enterprise.

APA, Harvard, Vancouver, ISO, and other styles

Dissertations / Theses on the topic 'Luxury products'

Create a spot-on reference in APA, MLA, Chicago, Harvard, and other styles