UNDERSTANDING MOTIVATION OF VIETNAMESE MIDDLE-CLASS CONSUMERS IN LUXURY CONSUMPTION / Tran Yen Phuong LAM / 2019

Titre : UNDERSTANDING MOTIVATION OF VIETNAMESE MIDDLE-CLASS CONSUMERS IN LUXURY CONSUMPTION Type de document : Mémoire Auteurs : Tran Yen Phuong LAM, Auteur Année de publication : 2019 Importance : 16 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management INDUSTRIE DU LUXE SECTEUR ; CONSOMMATION ; VIET NAM Résumé : Purpose: Luxury consumption is not a new topic for research and study. However, not many researchers have conducted these kind of study for Vietnam market, especially targeting the middle-class consumers, the big potential segment for future consumption in over the world. After studying, five main motivation of Vietnamese middle-class consumers are indicated, belonging to product, personal and social dimensions, such as gifting, other’s influence, investment in future, buying for special occasions and buying in emotion. Even though this study did not find out the relationship among these motivations and purchase intention, this study can be the first step for future research about Vietnam luxury market to help marketers draw the full picture to understand well their targeted segment. Methodology: A logic and structured questionnaire was conducted via online to recruit the respondents in Hanoi and Ho Chi Minh cities. Total 138 questionnaires were collected but only 132 were meaningful for making analysis. Implication: Understanding key motivations of middle-class helps marketers of luxury brands to make the right decisions for penetration or to seek for serving the new customers in Vietnamese market. Programme : PGE-Rouen Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=497682