럭셔리마케팅,명품마케팅,명품마케팅전략,명분마케팅분석,럭셔리마케팅전략,럭셔리마케팅분석,영문마케팅,영어마케팅경영경제레포트

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– Masstige, Luxury Good,
And the University Students
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Consumer Behavior Team Project, 2009 Fall
CONTENTS

Factors – Perception

Factors – Price

Ⅰ
Definition & Demography
Ⅱ
Ⅲ
Factors Brand Personality
Ⅳ
Factors – Experiences
Ⅴ

Conclusion
VI
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Consumer Behavior Team Project, 2009 Fall
[ Luxury good ]
As an University Student,
Definition of LUXURYGOOD
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Consumer Behavior Team Project, 2009 Fall
[ Luxury good ]
As an U…

_SLIDE_1_

– Masstige, Luxury Good,
And the University Students
_SLIDE_2_
Consumer Behavior Team Project, 2009 Fall
CONTENTS

Factors – Perception

Factors – Price

Ⅰ
Definition & Demography
Ⅱ
Ⅲ
Factors Brand Personality
Ⅳ
Factors – Experiences
Ⅴ

Conclusion
VI
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Consumer Behavior Team Project, 2009 Fall
[ Luxury good ]
As an University Student,
Definition of LUXURYGOOD
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Consumer Behavior Team Project, 2009 Fall
[ Luxury good ]
As an University Student,
Definition of LUXURYGOOD
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Consumer Behavior Team Project, 2009 Fall
Definition of LUXURYGOOD
[ 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…(생략) 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.

From Wikipedia
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Consumer Behavior Team Project, 2009 Fall
Definition of LUXURYGOOD
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5 BOYS
7 GIRLS
8 people have the luxury goods, and most of them(11) get their
Pocket money from parents, and 4 people have credit cards.
Consumer Behavior Team Project, 2009 Fall
Definition of LUXURYGOOD
[ Luxury good ]
As an University Student,
A luxury good or Prestige good is a product for which a majority of its products are luxury goods. It may also include certain brands whose names are associated with luxury, high price, or high quality, though few, if any, of their goods are currently considered luxury goods. From Wikipedia

Products which makes me proud when I wear
Products considered very unique and precious
Products which is very very expensive
Products who made by a craftman
Products which makes their shoulders in proud (show off)
Trustful Product
Own Definition of interviewee
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Consumer Behavior Team Project, 2009 Fall
Factors
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Consumer Behavior Team Project, 2009 Fall
1. Factor I : Price
[ Price Of Luxury Goods ]
\ 1,000,000
Absolute Threshold

Factors
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Consumer Behavior Team Project, 2009 Fall
– Factor I : Price
= very expensive goods
[ Luxury goods ]
`“Vincent & Co.” Fraud Watch Case
The more expensive a product is, people perceive it as luxury goods.
Is it true
$ 42,000
$ 90,000
Factors
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Consumer Behavior Team Project, 2009 Fall
– Factor I : Price
No!
According to our interviews, the answer was
Price
+ Quality
History
Design
Craftsmanship
Price is not the only factorthat decides a product as a luxury good.
Factors
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Consumer Behavior Team Project, 2009 Fall
– Factor I : Price
Actually,
when buying luxury goods with our own money
University students buy
Masstige!
Factors
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Consumer Behavior Team Project, 2009 Fall
– Factor 2: Perception of others
A. Are you willing to buy a brand which you know but not others
B. Are you willing to buy a brand which others know but not you
YES
NO
YES
NO
SEGMENT 1
Brand-oriented
SEGMENT 2
Recognition-oriented
Factors
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Consumer Behavior Team Project, 2009 Fall
– Factor 2: Perception of others
SEGMENT 1
Brand-oriented

Likely to identify a certain brand with a self

Motivated by brand preference rather than others’ response

Self-image congruence model
SEGMENT 2
Recognition-oriented

Likely to rely on the attributes of the luxury item itself

Motivated by how others respond to them

The looking glass self Symbolic self-completion theory
Factors
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Consumer Behavior Team Project, 2009 Fall
– Factor 3 : Brand Personality
Set of human characteristics associated with a given brand.
GUCCI
LOUIS VUITTON
GIORGIO ARMANI
BURBERRY
CHANEL
FERRAGAMO
– People who like luxury goods itself
– People who represent themselves
with brand personality.
As an University Student,
Factors
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Consumer Behavior Team Project, 2009 Fall
– Factor 3 : Brand Personality
People who represent themselves with brand personality
[ Luxury good ]
High price
Luxury & elegant
Up- scale
Good Quality
By wearing them, upgrade their image
on the same level as brand image.
Professional

Factors
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Consumer Behavior Team Project, 2009 Fall
– Factor 3 : Brand Personality
Their style fit in
brand style and brand personality.
Chanel Look
Dior homme look
People who represent themselves with brand personality
– Emphasize on characteristic of themselves.

Factors
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Consumer Behavior Team Project, 2009 Fall
– Factor 3 : Brand Personality
Prefer to just Luxury goods.
NOT care about brand personality.
Wear the luxury goods that others know.
People who like luxury goods itself
Consumption Tendency to show off.
Factors
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Consumer Behavior Team Project, 2009 Fall
– Factor 3 : Brand Personality
Difference of brand evoked set between gender
Male : watch, wallet, suit
Watch : Rolex , Blightling
Wallet : Gucci
Suits : Giorgio ARMANI
Female : Bag, wallet, jewelry, shoes
Watch : Chanel, Prada
Wallet : Tiffani Cartier
suit s : Jimmy choo, Manolo blanik
According to image that brands have.
Factors
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Consumer Behavior Team Project, 2009 Fall
– Factor 4 : Experience Abroad
As an university student,
[Too Luxurious]
Korea VS Abroad
Department, few shops many of out lets, street
Factors
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Consumer Behavior Team Project, 2009 Fall
Factors
– Factor 4 : Experience Abroad

Symbolic Self Completion Theory

In Abroad
In Korea
In Korea
GAP
Expensive
Goods
Reception
change

Not very much burden to buy luxury goods

Can buy luxury goods easily
if I have a spare money
8 persons of 12 interviewee had been abroad .
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Consumer Behavior Team Project, 2009 Fall
Conclusion
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Consumer Behavior Team Project, 2009 Fall
Fulfill the customer’s
wants to show-off
People purchase luxuries
To show off

Marketing Application
Conclusion
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Consumer Behavior Team Project, 2009 Fall
Conclusion
Sustain the quality and price
Maintain absolute threshold
By pricing to very high
By marketing with high-end image

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Consumer Behavior Team Project, 2009 Fall
high preference of luxuries

will have purchasing ability in future
[high potential]
Conclusion
Target Analysis
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Consumer Behavior Team Project, 2009 Fall
Up Selling
Strategic Point
Selling an additional product or service to an existing customer
Cross Selling
Suggesting higher priced products
to a customer who is considering a purchase
Conclusion
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Thanks,
For Everything!!!
Q & A
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1
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2
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3
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4
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5
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6
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7
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8
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The first factor we discovered is PRICE. In our depth-interviews, we asked interviewees what
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10
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11
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12
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We asked two questions about brand recognition to our interviewees: One is the willingness to buying the brand if they know but others not, and the other is the willingness to buying the brand if they don’t know but others do.

During the interview, we discovered interesting points.

The first question, people who answered ‘yes’ said that they are not concerned much with how others consider that brand, just because they like the certain brand. They tend to answer ‘no’ to the second question.

But people who answered ‘no’ said that they buy the luxury items to show them off. They are likely to answer the second question ‘yes’ because others know how the brand is valuable.

So we classified them into two segments: brand-oriented and recognition-oriented.
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The first segment is brand-oriented. They are likely to identify a certain brand with a self. As they are motivated by the unique style of that brand and their own preference, others’ response is not the important factor. It is applied to self-image congruence model. People in this segment consider a brand as themselves.

The second segment is recognition-oriented. They tend to rely on the attributes of the luxury item itself such as expensive, considered elegant, gorgeous, and so on. So they are motivated by how others respond to them wearing the goods. It is applied to the looking glass self, because they’re trying to project what impression others have of them. In the other aspect, we can think of the symbolic self-completion theory because they feel proud of being luxury relying on the attributes of the luxury items.
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샤넬 : 화려한것 같으면서도 깔끔하고 어두운이미지이지만 밝으면으로 보이는 제품!
루이비통 : LV,별,꽃이 함께 구성되어서 복잡한것 같지만 조화가 잘 이루어져 깔금한 제품추구!
구찌 : 이탈리아의 성격이 베인 옷! 깔끔하고 세련 된 디자인의 옷! 이것이 명품이다라는 옷!
버버리 : 체크무늬가 아름다운 조화를 이루는 세계 체크무늬의 지존급! 말이 필요없음
페라가모 : 누군가도 따라하지 못하는 페라가모만의 색체,디자인
알마니 : 정장의 지존, 최고의 정장이며 그 옷선은 아무도 따라할 수 없다!!

15
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16
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17
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18
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19
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People who have been abroad have less burden about luxury item.
Causes foreign country to be more generalized than Korea.
Korea has a few luxury shop therefore consumer received much burden.
For example, usually a man who dressed off can not go to the Galleria department .
Because the mood of department is too luxurious. In abroad case, they have many outlets and street of luxury shops.

20
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People who have been abroad have less burden about luxury item.
Causes foreign country to be more generalized than Korea.
Korea has a few luxury shop the