| 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 : |
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| 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 |
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Attitude of Japanese millennials toward French luxury brand consumption / 2019 
