Luxury Goods Consumer Purchasing Behaviour

Evolution in Consumer Experience and Purchasing Behaviour of Luxury Goods

Title: Consumer Experience and Purchasing Behaviour of Luxury Goods. This dissertation aims to determine whether behaviour changes in consumers have been affecting sales of luxury branded accessories over recent years. The research is significant to the luxury products particularly the sale of accessories within the fashion industry. The fashion and design industry stakeholders range from store-owners to merchandisers and business executives whose decisions reflect on the customer’s reactions and the behaviours toward product thus affecting sales of that particular product. The purpose of conducting this research is to find out whether the luxury products’ perception has depreciated over time due to impacts brought about by changes in customers’ behaviours. The research also aimed at determining whether luxury accessories have become readily available in the market and the impacts of the associated factors which make the brands less luxurious.

The consumer behaviour is basically affected by factors such as change in mode of communication, social networking, globalization, mass consumption, harmonization of the culture, e-tail, celebrity branding and the 2008 economic recession. The researcher has collected data from a wide range of literature such as academic sources and journals to help in finding out the main changes existing in consumers’ behaviour. These academic materials represent the theoretical section of this research. The research conducted involved carrying out interviews which were compiled per oral and written format. This were then sent to luxury retailers as a section of case study and later analyzed. The author finally managed to compare and contrast the obtained results on the theoretical analysis in parallel to the company case. The results were compared with a report conducted on luxury spending habits which have been published by the American Express representing part of this research discussion.

Luxury Goods Brands Dissertation
Luxury Goods Brands Dissertation

Dissertation objectives

  • To determine the consumer’s experience and purchase behaviour changes in the recent years within the luxury market
  • To find out whether the consumers’ behaviour changes phenomenon depreciates the luxury value of luxury brands
  • To find out whether the consumer experience and purchasing behaviour changes influenced consumption and consumerization of the luxury brands leading to the wider accessibility of luxury in the fashion industry

Dissertation Contents

1 – Introduction
Background of the study
The aim of the study
Objectives of the research
General objective
Specific objectives
Research questions
Research hypothesis
Research methodology
Expected outcomes
Problems and limitations
Theoretical framework

2 – Literature Review
Background information
The history and evaluation of luxury goods branding in high fashion
The key concepts
Accessories
The relationship between the price and quality in the luxury market
Globalization and changes in the luxury goods market communication
Social networking
Blogs
Mass consumption
The global marketplaces, global consumer culture and harmonization
E-tail
Celebrity branding and endorsement
Celebrities as a reference group
Celebrities as style icons
From the point of view of a fashion luxury brand
From the point of view of the luxury goods market as a whole
Future of the luxury products and market after the recession

3 – Research Methodology
Research Design
Data Collection Methods
Compiling Interviews
Sampling Frame
Piloting
Company Cases
ASOS
Helsinki 10
FINSK
Data Analysis
Limitations

4 – Data Findings and Analysis
Results
Discussion

5 – Conclusion
Recommendation
Scope for Future

References

Appendix
Questionnaires

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Steve Jones

My name is Steve Jones and I’m the creator and administrator of the dissertation topics blog. I’m a senior writer at study-aids.co.uk and hold a BA (hons) Business degree and MBA, I live in Birmingham (just moved here from London), I’m a keen writer, always glued to a book and have an interest in economics theory.

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