A Study on Young Consumers’ Decision Making for Luxury Apparel

• Main Authors: Cheng-Yen Chen, 陳敬燕
• Other Authors: Kai-Chieh Chia
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/81755703992417133095

碩士 === 東吳大學 === 企業管理學系 === 98 === More and more people are able to buy luxury goods from the late 1980s. There are 14 luxury brands in “The 100 Top Brands of 2009”, and most of them sell apparel. New luxury brands such as H&M, ZARA and GAP ranked higher than traditional luxury brands. Are consumers today different from those in the past? Many factors such as consumers’ demands for luxury goods have changed. Middle classes are more able to afford to buy luxury goods and more and more people have luxury goods. The study focused on how luxury brands classify consumers according to their life style, and apply the result to market strategy. The conceptual of framework is based on EBM Consumer Behavior Model, using life style as the segmentation variable to analyze young consumers’ decision making process for buying luxury apparel, and the results can be applied as the reference of market strategy. The study shows that can separate young people who buy luxury apparel into four segmentations. There are significant differences in purchase motives and product attributes among different segmentations. But no significant difference exists in demographic variables and information sources. Finally, there is a partial significant difference existing in buying behaviors. We learn that the life style can be used to segment variables for luxury apparel, consumers who buy luxury apparel have the specific life style factors, and life style affects consumers’ buying behavior of luxury apparel.