Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Luxury Handbags
An Introduction to Luxury
Brand Image: Importance of Differentiation
                                             Luxury h...
An Introduction to Luxury
   “There’s no question that celebrities impact fashion, and
 in a very big way.” stated by Ed C...
An Introduction to Luxury
The increase in luxury consumption, due to atypical
consumers entering the luxury market, has al...
Methodology                   Propose
                        Recommendations
                        for Future Research
...
Determine which product design is
                                          Objectives
   most appealing to consumers.    ...
Hypotheses
      A paparazzi photo of a celebrity using a luxury
      handbag in everyday life will have a more positive
...
Survey
Results
                                                                  = Statistically Significant

                    ...
Results
   ACCEPT
            Lindsey Lohan in Print Ad Above/Tabloid Below
Results
    REJECT




             Kate Moss sporting
             black Genevieve Jones
             purse above; Luxury...
Results
              Scarlett Johansson for LV:
             Unrealistic Left/Realistic Right




    ACCEPT
Results
    REJECT
Results
    REJECT
Limitations
Time Frame/Resources   Poor Sampling Frame:      Use of Survey: Spurious
                        Low External ...
Limitations
Focus Group                                          Survey
       -Selection error: few participants,        ...
Limitations
Deliberate Falsification Possibility: Possibility of Male Respondents


Requirements Unfulfilled for Distance an...
Observations
 Print ads are an effective way
 to influence purchase intent.

Celebrities are less influential on
  consumers...
Recommendations

1.Perform on a larger scale with more
  resources:


  -internal validity could increase as well
  -use r...
Recommendations

3.  The counterfeit handbag industry
    should be addressed in more detail.
                            ...
We will now take any




    QUESTIONS
Upcoming SlideShare
Loading in …5
×

Marketing Research: Luxury Handbags

32,299 views

Published on

This was a slideshow I made on Keynote for my Market Research term project (Fall 2009).

  • Hi..the presentation is very helpful, can you please share the sample data used for the hypotheses.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • amazing and helpful
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Marketing Research: Luxury Handbags

  1. 1. Luxury Handbags
  2. 2. An Introduction to Luxury Brand Image: Importance of Differentiation Luxury handbag brands must differentiate themselves by their high end traits: quality, heritage of craftsmanship, recognized style and design, limited production, global reputation, unique designs and particular marketing programs. Luxury bags are known for their brand image, and must promote their brand consistently and constantly. Customers tend to be loyal to luxury handbag brands, since the products satisfy their needs and desires at the same time.
  3. 3. An Introduction to Luxury “There’s no question that celebrities impact fashion, and in a very big way.” stated by Ed Cortese, a stylist from Bazaar and GQ. PERCENTAGE OF WOMEN WHO POINT TO CELEBRITIES FOR FASHION IDEAS: Aged 16 to 24 47% There has been a significant increase in the percentage Aged 25 to 34 26% of consumers looking toward (Hayden Panettiere for Dooney and Bourke) celebrities as fashion inspirations Aged 35 to 55 24% since 2000. Aged 55 to 70 2% Source: Cotton Inc.: The Cult of Celebrity Designers and luxury handbag brands utilize “star power” through print ads and product placement seen through tabloid photos and gossip columns.
  4. 4. An Introduction to Luxury The increase in luxury consumption, due to atypical consumers entering the luxury market, has allowed Secondary research luxury handbags to seem ‘recession proof’. reveals the importance of: While new customers have increased the luxury market share, this threatens the prestige of luxury products. -Brand prestige, image EXAMPLE: In attempt to combat this issue, Gucci now produces handbags that range in price from $150 to over and recognition $3000. $2,730.00 Gucci Bag $179.00 Gucci Bag -Reaching new target markets while keeping loyal customers -The importance of celebrity influence
  5. 5. Methodology Propose Recommendations for Future Research Assess Limitations Analyze the Data Administer Survey Using Qualtrics.com and Facebook.com (Questions Geared Toward both Descriptive and Causal Research) Finalize Hypotheses and Create Survey Hold Focus Group (Qualitative Research Approach) Brainstorm Objectives and Potential Hypotheses
  6. 6. Determine which product design is Objectives most appealing to consumers. Evaluate the effectiveness of different marketing strategies (including advertisements and public relations) for luxury handbags. Determine the socioeconomic factors that influence purchase intent for luxury handbags.
  7. 7. Hypotheses A paparazzi photo of a celebrity using a luxury handbag in everyday life will have a more positive H1 effect on purchase intent than a celebrity print advertisement for the product. The effect (from the first hypothesis will H2 decrease the less famous the celebrity is. Realistic use of a handbag in a print advertisement H3 (verses unrealistic/stylized placement) will increase purchase intent Among consumer whose family annual income is >$75,000, those who live near major cities (<35 miles) H4 will have greater purchase intent for luxury handbags than those who don’t live near majors cities (>35 miles). An all-over repetition of the brand logo will decrease purchase H5 intent.
  8. 8. Survey
  9. 9. Results = Statistically Significant = Not Statistically Significant A paparazzi photo of a celebrity using a luxury handbag in everyday life will have a more positive Independent sample t-test effect on purchase intent than a celebrity print advertisement for the product. The effect (from the first hypothesis will ANOVA decrease the less famous the celebrity is. Realistic use of a handbag in a print advertisement (verses unrealistic/stylized placement) will increase Simple Regression purchase intent Among consumer whose family annual income is >$75,000, those who live near major cities (<35 miles) Independent sample t-test will have greater purchase intent for luxury handbags than those who don’t live near majors cities (>35 miles). An all-over repetition of the brand logo will Independent sample t-test decrease purchase intent.
  10. 10. Results ACCEPT Lindsey Lohan in Print Ad Above/Tabloid Below
  11. 11. Results REJECT Kate Moss sporting black Genevieve Jones purse above; Luxury handbag consumer seen left,carrying the same bag in green.
  12. 12. Results Scarlett Johansson for LV: Unrealistic Left/Realistic Right ACCEPT
  13. 13. Results REJECT
  14. 14. Results REJECT
  15. 15. Limitations Time Frame/Resources Poor Sampling Frame: Use of Survey: Spurious Low External Validity, Association Sample Selection Error
  16. 16. Limitations Focus Group Survey -Selection error: few participants, -Magazine readership inconsistany: included homogeneous group both monthly and weekly publications -Participants expressed low interest in luxury -Overtly sexual tabloid vs. print ad photos of handbags Madonna: polarizing results -Bad sampling frame, low external validity -Glamour effect: quality print ads overshadowing tabloid photos (eliminating within-subjects design effects) -Administrative error: inhibiting respondents due to note taker and video camera -Repeated measures: introduced for realism of ad question: constancy of conditions -Focus group yielded poor/useless results -Time constraints did not allow for a pilot pest
  17. 17. Limitations Deliberate Falsification Possibility: Possibility of Male Respondents Requirements Unfulfilled for Distance and Income Requirements Confounding Variable: Purchase Intent for all Tabloids Against Purchase Intent for all Print-Ads/Not Enough Respondents to Overcome Internal Validity Bias: Respondents Saw Two Images for Each Question vs. Randomly Seeing One Image for Each Question Likert Scales: Wording and Scaling Inconsistencies
  18. 18. Observations Print ads are an effective way to influence purchase intent. Celebrities are less influential on consumers than anticipated. More realistic ads should increase purchase intent.
  19. 19. Recommendations 1.Perform on a larger scale with more resources: -internal validity could increase as well -use randomization from a larger image bank -to overcome moderating variables that 2. Research could go into a lot more depth about attitudes toward specific aspects of each ad or tabloid image that may influence purchase intent. These aspects could include: -Layout -Environment -Number of handbags -Emphasized elements
  20. 20. Recommendations 3. The counterfeit handbag industry should be addressed in more detail. 4. -Consumer attitudes surrounding ‘fakes’ Research should be applied to other luxuries. -Addresses similarities to further marketers understanding of purchase intent -Concentrate on similar fashion -Who purchases counterfeits and why? luxuries: Eye wear, Footwear, etc. -Product attributes that determine consumer purchases (counterfeit vs. real)
  21. 21. We will now take any QUESTIONS

×