消费者决定购买的品牌和原产地国家的影响奢侈产品.ppt

Brand and country-of-origin effect on consumers decision to purchase luxury products Journal of Business Research (2011),主要框架（思路） qualitative data previously gathered on this topic（ Brand and country-of-origin effect on consumers decision ） questionnaire online in seven countries (China, France, India, Italy, Japan, Russia,and the USA) total sample of 1102 respondents These results concern the differences in therelative importance of components of the consumer decision-making process in respect of the purchase of luxury and non-luxury goods; the relative importance of CoO for consumers making purchasing decisions relating to luxury goods; and the variation in consumers decision-making criteria depending on the maturity of the luxury market Conclusions,System： Brand and country-of-origin consumers decision to purchase luxury products Stakeholder：消费者、（奢侈品）企业决策者 Scenario：说法不一：有影响，没有影响 ，程度不清,Uncertain：外观、稀有性、质量、价格、品牌；创新的方法（上级，尖端技术）;设计（风格，优雅，平衡）;威信（排他性，地位的民族品牌）;和做工（可靠性，耐久性，质量全国制造商）；消费者倾向（内部或外部）；保证 Risk：质量、价格、保证 Ambiguity：原产地的形象 ，品牌,Behavior：从原因解释：一是为自己的快乐，作为一个成功的标志，二是消费者往往购买奢侈品送人的。 Decision-making：选择 Response：Brand functions and brand relational dimension（品牌功能与品牌关系的维度）,System of organization Mechanism Law,方法：问卷调查，数据分析 差距分析研究然后执行单向方差分析和 Scheffe 事后测试 ，,研究问题、 假说，与方法,研究问题：影响因素购买奢侈品的决定 假说：The first hypothesis (H1) is therefore:differences occur in the relative importance of components of the consumer decision-making process in respect to the purchase of luxury and non-luxury goods.（是否是原产地影响购买）,The second hypothesis (H2) : CoO is relatively important for consumers making purchasing decisions on luxury goods. the third hypothesis (H3): consumers decision-making criteria vary depending on the maturity of the luxury market, that is between countries where luxury is traditionally present (France, Italy, Japan, USA) and those where luxury is still a relative newcomer (China, India, Russia).,数据分析,country of origin (CoO)，country of design (CoD), and the country of manufacture/assembly (CoM/A).,If the Scheffe post-hoc tests allow updating of significant differences between countries, classification trees fail to identify stable groups of countries. Instead, each choice variable requires separate analysis. However, some general trends emerge from the results. Or the three main factors of choice (design, brand, and guarantee), India is in the final or penultimate position. China is also in the lower part of the group, although relatively close to the mean, while Russia, on the other hand, is in the upper range. Marked differences therefore exist between the three developing countries in the study regarding the criteria for purchasing luxury products.,Consumers in developed countries show greatly differentiated behaviors.Thus, Japanese consumers, who are rather average on six of eight criteria, differ in highly valuing price and attaching relatively less significance to brand than consumers from other countries. Consumers from the USA appear to pay great attention to design and very little to the various components of CoO. However, they value guarantees less than consumers in other countries. Italian consumers attach roughly the same level of importance to brand (x=4.38), design (x=4.36), and security (x=4.31). For this last variable, they are also ahead of other nations. For French consumers, brand takes a preeminent place but design is relatively unimportant and they rarely take into account CoO and its components (see Fig. 2).,Conclusions,一、Firstly, this research clearly distinguishes those elements that best characterize the luxury sector to consumers. The study identifies four main elements:brand, CoD, design, and CoO. However, refinement of these recommendations is necessary depending on the target location,第二、 the study examines the criteria governing the decision to purchase luxury goods. The criteria that companies should emphasize are