Cross-group Analysis of Luxury Goods Consumer

• Main Authors: Shih-Ying Chen, 陳思穎
• Other Authors: Chin-Kai Chen
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/22421269040367037327

碩士 === 國立臺北教育大學 === 文化創意產業經營學系 === 103 === This research intends to present reasons why people are willing to buy luxury goods and to explain why the percentage of their incomes spent on these goods differs greatly between different groups of people. Traditionally, all high end boutiques consumers were expected to be found on top of the pyramid consumers usually in the high income earners circle, but with new economic development, a new concept known as "Trading up" and other factors have changed this view. Now, the consumers of luxury goods are not only confined to the higher income earners; many papers have pointed out that at present many of the young consumer, even though their income is not very high, still love luxury goods and often buy products from high end boutiques. Thus, this brings out an important observation, while high earners spent a minimum percentage of their incomes to buy luxury goods; their low income counterparts spent a much greater percentage to buy luxury goods. Why they do it? Because of motivation, the need to stand out and have a sense of better self, look better and feel better. Also, this article is to discuss the current focus mainly from boutique consumers in Taiwan and the consumer's motivation to buy high end products. In addition, with the use of hierarchical linear model analysis across different boutique consumer groups, we explore the specific motivations of their individual purchases. Purchasing luxury goods, has always been directly connected with the society's perception only the rich could buy luxury goods, now, this is no longer the case. This article is written in response to current consumer trends, so it is focused finding out why the willingness of consumers to pay more for luxury goods even though they have to spent a much higher percentage of their income doing so. In addition, this research explores groups of different type of consumers of luxury goods. High income earners, young and wishing to stand out among their peers, men and women, and different age groups. In addition, none of the previous related studies did explore a large part of the aesthetic quality, this research explores that quality and defines different opinions about it. In conclusion, this research observes the opportunity for luxury good producers to have a greater reach for their products, not only the rich but the highly motivated and the want to be different type of customer can now buy as much as the high income earner, thus, not, it is not only money what a customer needs to buy these products, but also inspiration and motivation can be powerful reasons to buy luxury products like never before.