vertu - luxury mobile phone (consumer buying behavior)
DESCRIPTION
10, 000 pound mobile phone. Why people getting it? This is a proposed idea for a research on factors that influence people on getting a luxury mobile phoneTRANSCRIPT
Factors Influencing Consumer Buying Behaviors of Luxury Branded Goods
– A case study of Vertu Mobile Phone
Mohd Hasiff bin Bastiar MSc Integrated Product Design, London, UK
Premium
Quality
Utility
Basic ZTE NEC
Premium
Quality
Utility
Basic ZTE NEC
Premium
Quality
Utility
Basic ZTE NEC
LuxuryBELLPERRE
Premium
Quality
Utility
Basic ZTE NEC
RATIONAL RELATIONAL
EMOTIONAL
- memorable brand experiences- high social approval- satisfy emotional desire
- status relationship - status stories - self satisfaction- symbolic meaning
- very expensive- high brand awareness- high brand presence- very high on quality
- extravagant design- unique craftmenship- high quality material
FUNCTIONAL
RATIONAL RELATIONAL
EMOTIONAL
- memorable brand experiences- high social approval- satisfy emotional desire
- status relationship - status stories - self satisfaction- symbolic meaning
- very expensive- high brand awareness- high brand presence- very high on quality
- extravagant design- unique craftmenship- high quality material
FUNCTIONAL