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_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
_SLIDE_3_
Consumer Behavior Team Project, 2009 Fall
[ Luxury good ]
As an University Student,
Definition of LUXURYGOOD
_SLIDE_4_
Consumer Behavior Team Project, 2009 Fall
[ Luxury good ]
As an University Student,
Definition of LUXURYGOOD
_SLIDE_5_
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 `pr…(생략)
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Products who made by a craftman
Products which makes their shoulders in proud (show off)
Trustful Product
Own Definition of interviewee
_SLIDE_8_
Consumer Behavior Team Project, 2009 Fall
Factors
_SLIDE_9_
Consumer Behavior Team Project, 2009 Fall
1. Factor I : Price
[ Price Of Luxury Goods ]
\ 1,000,000
Absolute Threshold
Factors
_SLIDE_10_
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
_SLIDE_11_
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
_SLIDE_12_
Consumer Behavior Team Project, 2009 Fall
- Factor I : Price
Actually,
when buying lu
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