HOW CUSTOMERS PERCEIVED TO LUXURIOUS BRAND AFTER CO-BRANDING TO
MIDDLE-CLASS BRAND
ABSTRACT
Research Purpose
The purpose of this research was to know how the customers perceive to luxury brand after co-branding to mass-fashion brand (middle-class brand). The main objective of the research was to develop the descriptive research purpose as concerned on approaching the individual’s perception in the particular situation (co-branding between luxury brand and middle-class brand). The research is conducted with reference to H&M and Amani co-branding. The research has attempted to answer the following research questions: How UK middle class women perceive luxury products; how was UK middle class women satisfaction with the brand of H&M; how was UK middle class women satisfaction with the brand of H&M; what are the most appealing about luxury products offered by co-branding of H&M and Amani for UK middle class women; how is UK middle class women satisfaction level with luxury products offered by co-branding of H&M and Amani; which aspect is comparatively more focused by UK middle class women in buying H&M and Amani; which element of marketing strategy of H&M and Amani should be most focused for UK middle class women loyalty with this co-brand.
Methodology
In order to achieve the research purpose and answer the research questions, quantitative research method was put into practice. Applying quantitative method, the quantitative data was collected using questionnaire survey. The data was collected approaching H&M and Amani women customers in UK above 18 years. The quantitative data collected was analysed using simple statistics using number and percentage.
Findings/Managerial Implications
In the main middle class women of UK above 18 years purchase luxury products. Middle class women of UK above 18 years excellent quality, high premium price and image and status are the main perception of luxury product. Generally middle class women of UK above 18 years satisfaction level were high with luxury products offered by H&M. In general middle class women of UK above 18 years satisfaction level were either average or low with luxury products offered by Amani. In the main middle class women of UK above 18 years always purchase co-branded luxury products of H&M and Amani. For middle class women of UK above 18 years image and status and uniqueness are the most appealing about luxury products offered by co-branding of H&M and Amani. By and large middle class women of UK above 18 years satisfaction level with luxury products offered by co-branding of H&M and Amani is high is some cases and average in other cases. Normally individual aspect is comparatively more focused (than social aspect)by them in buying H&M and Amani. Generally product and price as elements of marketing strategy of H&M and Amani should be most focused for middle class women of UK above 18 years loyalty with this co-brand.
TABLE OF CONTENTS
Acknowledgement
Abstract
Chapter #1 : INTRODUCTION…………………………………………. 1-4
1.1 BACKGROUND AND RATIONALE………………………………………… 1
1.2 AIMS AND OBJECTIVES………………………………………………………… 3
1.3 RESEARCH QUESTIONS………………………………………………………… 4
Chapter #2 : LITERATURE REVIEW……………………………… 5-22
2.1 INTRODUCTION……………………………………………………………………… 5
2.2 THE CHARACTERISTIC OF CO-BRANDING
BETWEEN LUXURY BRAND AND MEDIUM BRAND 5
2.2.1 Definition……………………………………………………………………….. 5
2.2.2 Target…………………………………………………………………………….. 6
2.3 CO-BRANDING……………………………………………………………………….. 10
2.3.1 Co-branding definition……………………………………………………… 10
2.3.2 Co-branding structure………………………………………………………. 10
2.3.3 Co-branding benefits and opportunities………………………………. 11
2.3.4 The pitfalls and risks of co-branding…………………………………… 13
2.3.5 The related theories: Perception, Attitude and motivation…….. 13
Chapter #3 RESEARCH METHODOLOGY………………………… 23-28
3.1 INTRODUCTION……………………………………………………………………… 23
3.2 RESEARCH METHODOLOGY………………………………………………… 23
3.3 RESEARCH DESIGN……………………………………………………………….. 24
3.3.1 Inductive reasoning………………………………………………………….. 24
3.3.2 Deductive reasoning…………………………………………………………. 24
3.4 RESEARCH METHODS……………………………………………………………. 25
3.4.1 Qualitative Method………………………………………………………….. 25
3.4.2 Quantitative Method………………………………………………………… 26
3.5 DATA COLLECTION……………………………………………………………….. 26
3.5.1 Primary and secondary data………………………………………………. 26
3.6 SAMPLING METHOD……………………………………………………………… 27
3.6.1 Probability and non-probability sampling……………………………. 27
3.7 DATA ANALYSIS……………………………………………………………………. 27
3.8 ETHICAL ISSUES……………………………………………………………………. 27
3.9 VALIDITY AND RELIABILITY………………………………………………. 28
3.10 SUMMARY………………………………………………………………………………. 28
Chapter #4 : FINDINGS AND ANALYSIS…………………………. 29-48
4.1 INTRODUCTION……………………………………………………………………… 29
4.2 ANALYSIS OF FINDINGS………………………………………………………. 29
4.3 SUMMARY………………………………………………………………………………. 48
Chapter #5 CONCLUSION………………………………………………. 49-54
5.1 INTRODUCTION……………………………………………………………………… 49
5.2 SUMMARY OF FINDINGS………………………………………………………. 49
5.3 RESEARCH QUESTIONS………………………………………………………… 51
5.4 MANAGERIAL IMPLICATIONS……………………………………………… 53
BIBLIOGRAPHY……………………………………………………………………………….. 55-60
APPENDIX ………………………………………………………………………………………. 61-63
Questionnaire…………………………………………………………………………….. 62
LIST OF FIGURES & CHARTS
Figure 2.1 ………………………………………………………………………………………. 14
Figure 2.2: the perception and reality ………………………………………………………. 15
Figure 2.3 : Perceptual mapping………………………………………………………………. 15
Figure 2.4 : The perceptual process…………………………………………………………. 16
Figure 2.5. Perceptual mapping (case study of H&M-mani,
Co-branding between Armani and H&M) …………………………………….. 17
Figure 2,6: Attitude……………………………………………………………………………….. 18
Figure 2.7. The model of Motivation Process……………………………………………. 21
Chart 4.1: Frequency of Purchasing Luxury products………………………………… 31
Chart 4.2: Perception of Luxury Product………………………………………………….. 33
Chart 4.3: Consumer Satisfaction with H&M……………………………………………. 35
Chart 4.4: Consumer Satisfaction with Amani …………………………………………. 37
Chart 4.5: Co-branding of H&M and Amani ……………………………………………. 39
Chart 4.6: Co-branding of H&M and Amani and Luxury Product Features……. 41
42
Chart 4.7: Co-branding of H&M and Amani and Luxury
Product and Consumer Satisfaction……………………………………. 43
Chart 4.8: Social/Individual Aspect of Consumers and H&M and Amani …… 45
Chart 4.9: Co-branding and Marketing strategy of H&M and Amani………….. 47
LIST OF TABLES
Table 4.1: Frequency of Purchasing Luxury products………………………………… 30
Table 4.2: Perception of Luxury Product………………………………………………….. 32
Table 4.3: Consumer Satisfaction with H&M……………………………………………. 34
Table 4.4: Consumer Satisfaction with Amani ………………………………………….. 36
Table 4.5: Co-branding of H&M and Amani ……………………………………………. 38
Table 4.6: Co-branding of H&M and Amani and Luxury Product Features……. 40
Table 4.7: Co-branding of H&M and Amani and Luxury
Product and Consumer Satisfaction……………………………………. 42
Table 4.8: Social/Individual Aspect of Consumers and H&M and Amani ……. 44
Table 4.9: Co-branding and Marketing strategy of H&M and Amani…………… 47