소비자행동론 명품브랜드를 이용하는 소비성향 조사(영문)

소비자행동론 명품브랜드를 이용하는 소비성향 조사(영문) [소비자행동론] 명품브랜드를 이용하는 소비성향 조사(영문).hwp 목차 - INDEX - 1. Executive Summary 2. Background Secondary Research 1) Market Analysis 2) Masstige 3. Procedures / Primary Research 1) Demography 2) Sample Chosen Reason 4. Result 1) Factor I - Price 2) Factor II- Perception of others 3) Factor III- Brand Personality 4) Factor IV- Experience Abroad 5. Recommendations 6. References Appendixes : PPT Material Trans-Script Interview detail 본문 2) Masstige Masstige is a marketing term meaning downward brand extension. The word is formed from the words mass and prestige and has been described as prestige for the masses. The term was popularized by Michael Silverstein and Neil Fiske in their book Trading Up and Harvard Business Review article "Luxury for the Masses." Masstige products are defined as "premium but attainable," and there are two key tenets: (1) They are considered luxury or premium products and (2) They have price points that fill the gap between mid-market and super premium. http://www.wikipedia.org 3. Procedures/ Primary Research 1) Demography & Brief Interview Sheet DIST Possession of Luxurygood Why did you buy Luxury good? Price of luxury good Definition Price and Brand Quality? Free shoping? Kim Hee Sung 1st NO more than 2 million Expensive good Positive Prada bag, Gucci Shoes 2nd YES Enough ability in age about 1million product others think its prestige Positive Chanel Bang SeoEun Jung 1st NO NO 1~2 million Craftmanship Positive Chanel, Hermes BagCartier Diamond ring 2nd YES want to buy more than 5 thousand Product other think its valuable Positive in value-price but not brandname-price Chanel, Prada suit Um Hae Jin 1st YES For Present different in product line, but about 1 million High brand identity Positive Dior homme 2nd NO NO about 1 million Luxury itself Negative Chanel Bag Lee Hae In 1st NO NO about 1 million Expensive good Positive Brietling 2nd YES No trendy, its permanency about 1 million Expensive Brand Positive Dior Homme, YSL Lee Jung Yeon 1st YES Permanency, not to feel discouraging more than 200 thousand in T-shirt price Good Quality Negative All thing that I like 2nd YES Good design more than 2 million in Bag price Unique, and its high brand personality Negative Cartier, Hermes An Jin O 1st YES Permanency and showing off about 1 million Belivable Good Positive Ferragamo, chanel 2nd YES For lifestyle about 2 million Precious and Unique Good Positive Yamaha 본문내용 3. Procedures / Primary Research 1) Demography 2) Sample Chosen Reason 4. Result 1) Factor I - Price 2) Factor II - Perception of others 3) Factor III - Brand Personality 4) Factor IV - Experience Abroad 5. Recommendations 6. References Appendixes : PPT Material Trans-Script Interview detail 1. Executive Summary We were curious about the real attitude toward luxury goods of university student and 참고문헌 6. References http://www.brandingstrategyinsider.com/2007/10/fakes-can-genui.html http://www.ledburyresearch.com/news_10.asp http://en.wikipedia.org/wiki/Luxury_good http://www.wikipedia.org 해외유명패션 브랜드에 대한 소비자의 인식과 태도연구 - 문영숙, 한미정 - Appendixes : PowerPoint Material Trans-Script Interview detail