Attitude of Japanese millennials toward French luxury brand consumption / Junko USUI / 2019

Titre : Attitude of Japanese millennials toward French luxury brand consumption Type de document : Mémoire Auteurs : Junko USUI, Auteur Année de publication : 2019 Importance : 29 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 CONSOMMATEUR ; COMPORTEMENT DU CONSOMMATEUR ; JAPON ; FRANCE ; INDUSTRIE DU LUXE SECTEUR ; JEUNE Résumé : The purpose of this paper is to research Japanese consumers’ attitude toward French luxury brand consumption. The target of the research is focus on the millennial consumers who age between 23 to 38 because of their large contribution on luxury brand sales. Functional theory of attitude is adapted in this study as the conceptual framework which explain consumer attitudes by classifying into 4 categories: (1) social-adjustive function, (2) value-expressive function, (3) hedonic function and (4) utilitarian function. A total of 263 respondents are participated in the survey. The result shows that value-expressive function has the highest impact on purchase intention of French luxury brands for both female and male sample. Social-adjustive function has second highest influence on purchase intention, and especially male consumers have more orientation on social-adjustive function compare to female consumers in Japan. Conversely, utilitarian function and hedonic function has no significant relevance on impacting millennial consumers’ purchase intention on French luxury brands compare to the social functions (social-adjustive and value-expressive functions). Note de contenu : PGE: Bibliogr.P. 26-29 Programme : PGE-Rouen Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=497684