Market Research on Luxury Watches

Topics: Luxury good, Brand, Branding Pages: 16 (4003 words) Published: September 25, 2012
August 24

AMMR Project

2012

Factors Influencing Consumer Buying Behavior of Luxury Watches

Submitted by Group 4: Amber Yadav 15/68 Amrita Mohanty 15/69 Sailesh Sahu 15/176 Sohini Bera 15/185 Anurag Bajpai 15/268

Table of Contents
Abstract ................................................................................................................................................... 3 Market Trend .......................................................................................................................................... 3 Competitive landscape ........................................................................................................................ 3 Premium Brand & Product Perception................................................................................................ 3 ‘New’ Rich India : .............................................................................................................................. 4 Motivation of Study: ........................................................................................................................... 4 Contribution of the research:............................................................................................................... 5 Literature Review: ................................................................................................................................... 5 Research Objective: ............................................................................................................................ 5 Research Question: ............................................................................................................................. 5 Previous Research contribution : ........................................................................................................ 6 Methodology........................................................................................................................................... 9 Research Method: ............................................................................................................................... 9 Data Collection: .................................................................................................................................. 9 Sampling: ............................................................................................................................................ 9 Measurement & Scaling:..................................................................................................................... 9 RESULT AND ANALYSIS .......................................................................................................................... 10 1. Discriminant Analysis: Work-Ex & Fresher.................................................................................... 10 2. Discriminant Analysis: Gender ...................................................................................................... 11 3. Discriminant Analysis: Abroad Visit ............................................................................................. 12 3) Exploratory Factor Analysis-(Male & Female) .............................................................................. 12 4. Checking the Interpersonal and personal effects shown by males and female while purchase of luxury watch in Store ........................................................................................................................ 16 5. Regression Analysis to check whether long term demand for luxury watches is driven by brand image................................................................................................................................................. 17 6. AMOS ............................................................................................................................................ 18 Model Fit Summary...

References: Leibenstein, H. (1950), “Bandwagon, Snob, and Veblen Effects in the Theory of Consumers’ Demand”, The Quarterly Journal of Economics, Vol. 64, No. 2.(May), pp. 183-207. Vigneron, F. & Johnson, W.L. (1999), “A Review and a Conceptual Framework of PrestigeSeeking Consumer”, Academy of Marketing Science, No. 1, pp. 1-15. Erickson, G.M. & Johny K.J. (1985), "The Role of Price in Multi-Attribute Product Evaluations," Journal of Consumer Research, Vol. 12 (September), pp. 195-199. Lichtenstein, D.R., Ridgway M.N. & Netemeyer G.R. (1993), "Price Perceptions and Consumer Shopping Behavior: A Field Study," Journal of Marketing Research, Vol. 30 (May), pp. 234-245. Solomon, M.R. (1994), Consumer Behaviour, 2nd eds, Boston, MA.: Allyn and Bacon. Verhallen, T.M. (1982), "Scarcity and Consumer Choice Behavior", Journal of Economic Psychology, Vol. 2, No. 2, pp. 299-321. Dubois, B. & Duquesne, P. (1993), "The Market for Luxury Goods: Income Versus Culture," European Journal of Marketing, Vol. 27 No. 1, pp. 35-44 Berry, C.J. (1994), The Idea of Luxury: A Conceptual and Historical Investigation,New York: Cambridge University Press. Kahle, L.R. (1995), “Role-Relaxed Consumers: Empirical Evidence”, Journal of Advertising Research, Vol. 35 No.2, pp. 59-62. Bearden, W., Netemeyer, G.R. & Teel, E.J. (1989), “Measurement of Consumer Susceptibility to Interpersonal Influence”, Journal of Consumer Research,Vol. 15 (March), pp. 473-481. Rao, A.R. & Kent B.M. (1989), "The Effect of Price, Brand Name, and Store Name on Buyers ' Perceptions of Product Quality: An Integrative Review," Journal of Marketing Research, Vol. 26 (August), pp. 351-357.
Appendix
Questionnaire
http://qtrial.qualtrics.com/SE/?SID=SV_9ZHqMAVjSwK0sId
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Cadbury's Use of Market Research Essay
  • Market Research Essay
  • Essay on Market Research
  • M2 Limitation of Market Research Essay
  • Research on Omega Watches Essay
  • Market Research on Commercial Airlines Essay
  • Essay on Market Research
  • Market Research Essay

Become a StudyMode Member

Sign Up - It's Free
87GamePro | Gotoubun no Hanayome | House of Cards US