Which Bag? Predicting Consumer Preferences for a Luxury Product With a Discrete Choice Experiment
| Autor: | Regan Lam, Paul Nesbit, Suzan Burton, Canie K.Y. Chu Lo |
|---|---|
| Rok vydání: | 2021 |
| Předmět: |
Marketing
Economics and Econometrics Discrete choice 05 social sciences Advertising Discrete choice experiment Conspicuous consumption 0502 economics and business Economics General Earth and Planetary Sciences Peer influence 050211 marketing Product (category theory) 050203 business & management General Environmental Science |
| Zdroj: | Australasian Marketing Journal. 29:329-340 |
| ISSN: | 1839-3349 |
| DOI: | 10.1177/1839334921999506 |
| Popis: | Limited research has described a segment of consumers who prefer subtly branded luxury products, rather than conspicuous consumption. However, in comparison with the enormous amount of research mentioning conspicuous consumption, there has been only very limited research into “inconspicuous consumption,” leading to calls for more research in the area. In this article, we describe a discrete choice experiment examining the luxury product preferences of Chinese consumers, the largest market segment for luxury products. We describe and test a theoretical model investigating how product characteristics (logo prominence, price, and brand), peers’ attitudes and behaviors, and other individual characteristics influence consumers’ choice of a luxury bag. For each brand, a prominent logo was preferred, but a very large minority preferred a subtle logo. However, the effect of price, attitudinal and social factors varied across luxury brands. Implications for research and practice are discussed. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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