{"id":206,"date":"2024-01-21T14:05:02","date_gmt":"2024-01-21T05:05:02","guid":{"rendered":"http:\/\/testpie.com\/wp\/?p=206"},"modified":"2024-01-21T14:05:02","modified_gmt":"2024-01-21T05:05:02","slug":"%eb%9f%ad%ec%85%94%eb%a6%ac%eb%a7%88%ec%bc%80%ed%8c%85%eb%aa%85%ed%92%88%eb%a7%88%ec%bc%80%ed%8c%85%eb%aa%85%ed%92%88%eb%a7%88%ec%bc%80%ed%8c%85%ec%a0%84%eb%9e%b5%eb%aa%85%eb%b6%84%eb%a7%88","status":"publish","type":"post","link":"http:\/\/testpie.com\/wp\/?p=206","title":{"rendered":"\ub7ed\uc154\ub9ac\ub9c8\ucf00\ud305,\uba85\ud488\ub9c8\ucf00\ud305,\uba85\ud488\ub9c8\ucf00\ud305\uc804\ub7b5,\uba85\ubd84\ub9c8\ucf00\ud305\ubd84\uc11d,\ub7ed\uc154\ub9ac\ub9c8\ucf00\ud305\uc804\ub7b5,\ub7ed\uc154\ub9ac\ub9c8\ucf00\ud305\ubd84\uc11d,\uc601\ubb38\ub9c8\ucf00\ud305,\uc601\uc5b4\ub9c8\ucf00\ud305\uacbd\uc601\uacbd\uc81c\ub808\ud3ec\ud2b8"},"content":{"rendered":"

\n \ub7ed\uc154\ub9ac\ub9c8\ucf00\ud305,\uba85\ud488\ub9c8\ucf00\ud305,\uba85\ud488\ub9c8\ucf00\ud305\uc804\ub7b5,\uba85\ubd84\ub9c8\ucf00\ud305\ubd84\uc11d,\ub7ed\uc154\ub9ac\ub9c8\ucf00\ud305\uc804\ub7b5,\ub7ed\uc154\ub9ac\ub9c8\ucf00\ud305\ubd84\uc11d,\uc601\ubb38\ub9c8\ucf00\ud305,\uc601\uc5b4\ub9c8\ucf00\ud305\uacbd\uc601\uacbd\uc81c\ub808\ud3ec\ud2b8
\n<\/h1>\n
\n <\/a> <\/a> <\/a> <\/a> <\/a> <\/a> <\/a> <\/a> <\/a> <\/a>\n<\/div>\n
\n \ub808\ud3ec\ud2b8 \ub2e4\uc6b4\ub85c\ub4dc: \ub7ed\uc154\ub9ac\ub9c8\ucf00\ud305,\uba85\ud488\ub9c8\ucf00\ud305,\uba85\ud488\ub9c8\ucf00\ud305\uc804\ub7b5,\uba85\ubd84\ub9c8\ucf00\ud305\ubd84\uc11d,\ub7ed\uc154\ub9ac\ub9c8\ucf00\ud305\uc804\ub7b5,\ub7ed\uc154\ub9ac\ub9c8\ucf00\ud305\ubd84\uc11d,\uc601\ubb38\ub9c8\ucf00\ud305,\uc601\uc5b4\ub9c8\ucf00\ud305.pptx<\/span>   [size : 8,827 Kbyte]<\/a>\n<\/div>\n

_SLIDE_1_<\/p>\n

– Masstige, Luxury Good,
\nAnd the University Students
\n_SLIDE_2_
\nConsumer Behavior Team Project, 2009 Fall
\nCONTENTS<\/p>\n

Factors – Perception<\/p>\n

Factors – Price<\/p>\n

\u2160
\nDefinition & Demography
\n\u2161
\n\u2162
\nFactors Brand Personality
\n\u2163
\nFactors – Experiences
\n\u2164<\/p>\n

Conclusion
\nVI
\n_SLIDE_3_
\nConsumer Behavior Team Project, 2009 Fall
\n[ Luxury good ]
\nAs an University Student,
\nDefinition of LUXURYGOOD
\n_SLIDE_4_
\nConsumer Behavior Team Project, 2009 Fall
\n[ Luxury good ]
\nAs an U…<\/p>\n

_SLIDE_1_<\/p>\n

– Masstige, Luxury Good,
\nAnd the University Students
\n_SLIDE_2_
\nConsumer Behavior Team Project, 2009 Fall
\nCONTENTS<\/p>\n

Factors – Perception<\/p>\n

Factors – Price<\/p>\n

\u2160
\nDefinition & Demography
\n\u2161
\n\u2162
\nFactors Brand Personality
\n\u2163
\nFactors – Experiences
\n\u2164<\/p>\n

Conclusion
\nVI
\n_SLIDE_3_
\nConsumer Behavior Team Project, 2009 Fall
\n[ Luxury good ]
\nAs an University Student,
\nDefinition of LUXURYGOOD
\n_SLIDE_4_
\nConsumer Behavior Team Project, 2009 Fall
\n[ Luxury good ]
\nAs an University Student,
\nDefinition of LUXURYGOOD
\n_SLIDE_5_
\nConsumer Behavior Team Project, 2009 Fall
\nDefinition of LUXURYGOOD
\n[ Masstige ]
\nMasstige 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.
\nThe 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\u2026(\uc0dd\ub7b5) 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.<\/p>\n

From Wikipedia
\n_SLIDE_6_
\nConsumer Behavior Team Project, 2009 Fall
\nDefinition of LUXURYGOOD
\n_SLIDE_7_
\n5 BOYS
\n7 GIRLS
\n8 people have the luxury goods, and most of them(11) get their
\nPocket money from parents, and 4 people have credit cards.
\nConsumer Behavior Team Project, 2009 Fall
\nDefinition of LUXURYGOOD
\n[ Luxury good ]
\nAs an University Student,
\nA 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<\/p>\n

Products which makes me proud when I wear
\nProducts considered very unique and precious
\nProducts which is very very expensive
\nProducts who made by a craftman
\nProducts which makes their shoulders in proud (show off)
\nTrustful Product
\nOwn Definition of interviewee
\n_SLIDE_8_
\nConsumer Behavior Team Project, 2009 Fall
\nFactors
\n_SLIDE_9_
\nConsumer Behavior Team Project, 2009 Fall
\n1. Factor I : Price
\n[ Price Of Luxury Goods ]
\n\\ 1,000,000
\nAbsolute Threshold<\/p>\n

Factors
\n_SLIDE_10_
\nConsumer Behavior Team Project, 2009 Fall
\n– Factor I : Price
\n= very expensive goods
\n[ Luxury goods ]
\n`\u201cVincent & Co.\u201d Fraud Watch Case
\nThe more expensive a product is, people perceive it as luxury goods.
\nIs it true
\n$ 42,000
\n$ 90,000
\nFactors
\n_SLIDE_11_
\nConsumer Behavior Team Project, 2009 Fall
\n– Factor I : Price
\nNo!
\nAccording to our interviews, the answer was
\nPrice
\n+ Quality
\nHistory
\nDesign
\nCraftsmanship
\nPrice is not the only factorthat decides a product as a luxury good.
\nFactors
\n_SLIDE_12_
\nConsumer Behavior Team Project, 2009 Fall
\n– Factor I : Price
\nActually,
\nwhen buying luxury goods with our own money
\nUniversity students buy
\nMasstige!
\nFactors
\n_SLIDE_13_
\nConsumer Behavior Team Project, 2009 Fall
\n– Factor 2: Perception of others
\nA. Are you willing to buy a brand which you know but not others
\nB. Are you willing to buy a brand which others know but not you
\nYES
\nNO
\nYES
\nNO
\nSEGMENT 1
\nBrand-oriented
\nSEGMENT 2
\nRecognition-oriented
\nFactors
\n_SLIDE_14_
\nConsumer Behavior Team Project, 2009 Fall
\n– Factor 2: Perception of others
\nSEGMENT 1
\nBrand-oriented<\/p>\n

Likely to identify a certain brand with a self<\/p>\n

Motivated by brand preference rather than others\u2019 response<\/p>\n

Self-image congruence model
\nSEGMENT 2
\nRecognition-oriented<\/p>\n

Likely to rely on the attributes of the luxury item itself<\/p>\n

Motivated by how others respond to them<\/p>\n

The looking glass self Symbolic self-completion theory
\nFactors
\n_SLIDE_15_
\nConsumer Behavior Team Project, 2009 Fall
\n– Factor 3 : Brand Personality
\nSet of human characteristics associated with a given brand.
\nGUCCI
\nLOUIS VUITTON
\nGIORGIO ARMANI
\nBURBERRY
\nCHANEL
\nFERRAGAMO
\n– People who like luxury goods itself
\n– People who represent themselves
\nwith brand personality.
\nAs an University Student,
\nFactors
\n_SLIDE_16_
\nConsumer Behavior Team Project, 2009 Fall
\n– Factor 3 : Brand Personality
\nPeople who represent themselves with brand personality
\n[ Luxury good ]
\nHigh price
\nLuxury & elegant
\nUp- scale
\nGood Quality
\nBy wearing them, upgrade their image
\non the same level as brand image.
\nProfessional<\/p>\n

Factors
\n_SLIDE_17_
\nConsumer Behavior Team Project, 2009 Fall
\n– Factor 3 : Brand Personality
\nTheir style fit in
\nbrand style and brand personality.
\nChanel Look
\nDior homme look
\nPeople who represent themselves with brand personality
\n– Emphasize on characteristic of themselves.<\/p>\n

Factors
\n_SLIDE_18_
\nConsumer Behavior Team Project, 2009 Fall
\n– Factor 3 : Brand Personality
\nPrefer to just Luxury goods.
\nNOT care about brand personality.
\nWear the luxury goods that others know.
\nPeople who like luxury goods itself
\nConsumption Tendency to show off.
\nFactors
\n_SLIDE_19_
\nConsumer Behavior Team Project, 2009 Fall
\n– Factor 3 : Brand Personality
\nDifference of brand evoked set between gender
\nMale : watch, wallet, suit
\nWatch : Rolex , Blightling
\nWallet : Gucci
\nSuits : Giorgio ARMANI
\nFemale : Bag, wallet, jewelry, shoes
\nWatch : Chanel, Prada
\nWallet : Tiffani Cartier
\nsuit s : Jimmy choo, Manolo blanik
\nAccording to image that brands have.
\nFactors
\n_SLIDE_20_
\nConsumer Behavior Team Project, 2009 Fall
\n– Factor 4 : Experience Abroad
\nAs an university student,
\n[Too Luxurious]
\nKorea VS Abroad
\nDepartment, few shops many of out lets, street
\nFactors
\n_SLIDE_21_
\nConsumer Behavior Team Project, 2009 Fall
\nFactors
\n– Factor 4 : Experience Abroad<\/p>\n

Symbolic Self Completion Theory<\/p>\n

In Abroad
\nIn Korea
\nIn Korea
\nGAP
\nExpensive
\nGoods
\nReception
\nchange<\/p>\n

Not very much burden to buy luxury goods<\/p>\n

Can buy luxury goods easily
\nif I have a spare money
\n8 persons of 12 interviewee had been abroad .
\n_SLIDE_22_
\nConsumer Behavior Team Project, 2009 Fall
\nConclusion
\n_SLIDE_23_
\nConsumer Behavior Team Project, 2009 Fall
\nFulfill the customer\u2019s
\nwants to show-off
\nPeople purchase luxuries
\nTo show off<\/p>\n

Marketing Application
\nConclusion
\n_SLIDE_24_
\nConsumer Behavior Team Project, 2009 Fall
\nConclusion
\nSustain the quality and price
\nMaintain absolute threshold
\nBy pricing to very high
\nBy marketing with high-end image<\/p>\n

_SLIDE_25_
\nConsumer Behavior Team Project, 2009 Fall
\nhigh preference of luxuries<\/p>\n

will have purchasing ability in future
\n[high potential]
\nConclusion
\nTarget Analysis
\n_SLIDE_26_
\nConsumer Behavior Team Project, 2009 Fall
\nUp Selling
\nStrategic Point
\nSelling an additional product or service to an existing customer
\nCross Selling
\nSuggesting higher priced products
\nto a customer who is considering a purchase
\nConclusion
\n_SLIDE_27_<\/p>\n

Thanks,
\nFor Everything!!!
\nQ & A
\n_NOTES_1_<\/p>\n

1
\n_NOTES_2_<\/p>\n

2
\n_NOTES_3_<\/p>\n

3
\n_NOTES_4_<\/p>\n

4
\n_NOTES_5_<\/p>\n

5
\n_NOTES_6_<\/p>\n

6
\n_NOTES_7_<\/p>\n

7
\n_NOTES_8_<\/p>\n

8
\n_NOTES_9_
\nThe first factor we discovered is PRICE. In our depth-interviews, we asked interviewees what
\n9
\n_NOTES_10_<\/p>\n

10
\n_NOTES_11_<\/p>\n

11
\n_NOTES_12_<\/p>\n

12
\n_NOTES_13_
\nWe 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\u2019t know but others do.<\/p>\n

During the interview, we discovered interesting points.<\/p>\n

The first question, people who answered \u2018yes\u2019 said that they are not concerned much with how others consider that brand, just because they like the certain brand. They tend to answer \u2018no\u2019 to the second question.<\/p>\n

But people who answered \u2018no\u2019 said that they buy the luxury items to show them off. They are likely to answer the second question \u2018yes\u2019 because others know how the brand is valuable.<\/p>\n

So we classified them into two segments: brand-oriented and recognition-oriented.
\n13
\n_NOTES_14_
\nThe 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\u2019 response is not the important factor. It is applied to self-image congruence model. People in this segment consider a brand as themselves.<\/p>\n

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\u2019re 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.
\n14
\n_NOTES_15_
\n\uc0e4\ub12c : \ud654\ub824\ud55c\uac83 \uac19\uc73c\uba74\uc11c\ub3c4 \uae54\ub054\ud558\uace0 \uc5b4\ub450\uc6b4\uc774\ubbf8\uc9c0\uc774\uc9c0\ub9cc \ubc1d\uc73c\uba74\uc73c\ub85c \ubcf4\uc774\ub294 \uc81c\ud488!
\n\ub8e8\uc774\ube44\ud1b5 : LV,\ubcc4,\uaf43\uc774 \ud568\uaed8 \uad6c\uc131\ub418\uc5b4\uc11c \ubcf5\uc7a1\ud55c\uac83 \uac19\uc9c0\ub9cc \uc870\ud654\uac00 \uc798 \uc774\ub8e8\uc5b4\uc838 \uae54\uae08\ud55c \uc81c\ud488\ucd94\uad6c!
\n\uad6c\ucc0c : \uc774\ud0c8\ub9ac\uc544\uc758 \uc131\uaca9\uc774 \ubca0\uc778 \uc637! \uae54\ub054\ud558\uace0 \uc138\ub828 \ub41c \ub514\uc790\uc778\uc758 \uc637! \uc774\uac83\uc774 \uba85\ud488\uc774\ub2e4\ub77c\ub294 \uc637!
\n\ubc84\ubc84\ub9ac : \uccb4\ud06c\ubb34\ub2ac\uac00 \uc544\ub984\ub2e4\uc6b4 \uc870\ud654\ub97c \uc774\ub8e8\ub294 \uc138\uacc4 \uccb4\ud06c\ubb34\ub2ac\uc758 \uc9c0\uc874\uae09! \ub9d0\uc774 \ud544\uc694\uc5c6\uc74c
\n\ud398\ub77c\uac00\ubaa8 : \ub204\uad70\uac00\ub3c4 \ub530\ub77c\ud558\uc9c0 \ubabb\ud558\ub294 \ud398\ub77c\uac00\ubaa8\ub9cc\uc758 \uc0c9\uccb4,\ub514\uc790\uc778
\n\uc54c\ub9c8\ub2c8 : \uc815\uc7a5\uc758 \uc9c0\uc874, \ucd5c\uace0\uc758 \uc815\uc7a5\uc774\uba70 \uadf8 \uc637\uc120\uc740 \uc544\ubb34\ub3c4 \ub530\ub77c\ud560 \uc218 \uc5c6\ub2e4!!<\/p>\n

15
\n_NOTES_16_<\/p>\n

16
\n_NOTES_17_<\/p>\n

17
\n_NOTES_18_<\/p>\n

18
\n_NOTES_19_<\/p>\n

19
\n_NOTES_20_
\nPeople who have been abroad have less burden about luxury item.
\nCauses foreign country to be more generalized than Korea.
\nKorea has a few luxury shop therefore consumer received much burden.
\nFor example, usually a man who dressed off can not go to the Galleria department .
\nBecause the mood of department is too luxurious. In abroad case, they have many outlets and street of luxury shops.<\/p>\n

20
\n_NOTES_21_
\nPeople who have been abroad have less burden about luxury item.
\nCauses foreign country to be more generalized than Korea.
\nKorea has a few luxury shop the<\/p>\n

\n \ub808\ud3ec\ud2b8 \ub2e4\uc6b4\ub85c\ub4dc: \ub7ed\uc154\ub9ac\ub9c8\ucf00\ud305,\uba85\ud488\ub9c8\ucf00\ud305,\uba85\ud488\ub9c8\ucf00\ud305\uc804\ub7b5,\uba85\ubd84\ub9c8\ucf00\ud305\ubd84\uc11d,\ub7ed\uc154\ub9ac\ub9c8\ucf00\ud305\uc804\ub7b5,\ub7ed\uc154\ub9ac\ub9c8\ucf00\ud305\ubd84\uc11d,\uc601\ubb38\ub9c8\ucf00\ud305,\uc601\uc5b4\ub9c8\ucf00\ud305.pptx<\/span>   [size : 8,827 Kbyte]<\/a>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

\ub7ed\uc154\ub9ac\ub9c8\ucf00\ud305,\uba85\ud488\ub9c8\ucf00\ud305,\uba85\ud488\ub9c8\ucf00\ud305\uc804\ub7b5,\uba85\ubd84\ub9c8\ucf00\ud305\ubd84\uc11d,\ub7ed\uc154\ub9ac\ub9c8\ucf00\ud305\uc804\ub7b5,\ub7ed\uc154\ub9ac\ub9c8\ucf00\ud305\ubd84\uc11d,\uc601\ubb38\ub9c8\ucf00\ud305,\uc601\uc5b4\ub9c8\ucf00\ud305\uacbd\uc601\uacbd\uc81c\ub808\ud3ec\ud2b8 \ub808\ud3ec\ud2b8 \ub2e4\uc6b4\ub85c\ub4dc: \ub7ed\uc154\ub9ac\ub9c8\ucf00\ud305,\uba85\ud488\ub9c8\ucf00\ud305,\uba85\ud488\ub9c8\ucf00\ud305\uc804\ub7b5,\uba85\ubd84\ub9c8\ucf00\ud305\ubd84\uc11d,\ub7ed\uc154\ub9ac\ub9c8\ucf00\ud305\uc804\ub7b5,\ub7ed\uc154\ub9ac\ub9c8\ucf00\ud305\ubd84\uc11d,\uc601\ubb38\ub9c8\ucf00\ud305,\uc601\uc5b4\ub9c8\ucf00\ud305.pptx   [size : 8,827 Kbyte] _SLIDE_1_ – Masstige, Luxury Good, And the University Students _SLIDE_2_ Consumer Behavior Team Project, 2009 Fall CONTENTS Factors – Perception Factors – Price \u2160 Definition & Demography \u2161 \u2162 Factors Brand Personality \u2163 Factors – Experiences \u2164 Conclusion VI _SLIDE_3_ Consumer Behavior Team Project, 2009 Fall […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"_links":{"self":[{"href":"http:\/\/testpie.com\/wp\/index.php?rest_route=\/wp\/v2\/posts\/206"}],"collection":[{"href":"http:\/\/testpie.com\/wp\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/testpie.com\/wp\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/testpie.com\/wp\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"http:\/\/testpie.com\/wp\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=206"}],"version-history":[{"count":1,"href":"http:\/\/testpie.com\/wp\/index.php?rest_route=\/wp\/v2\/posts\/206\/revisions"}],"predecessor-version":[{"id":207,"href":"http:\/\/testpie.com\/wp\/index.php?rest_route=\/wp\/v2\/posts\/206\/revisions\/207"}],"wp:attachment":[{"href":"http:\/\/testpie.com\/wp\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=206"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/testpie.com\/wp\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=206"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/testpie.com\/wp\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=206"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}