Dissertation Masstige final.pdf


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Table of Contents
Introduction………………………………………………………………………………………………9
1.0-

2.0-

CHAPTER 1: Literature Review……………………………………………………………...12
1.1-

Introduction………………………………………………………………………….12

1.2-

Understanding Branding…………………………………………………………..12
1.2.1Definition of brand……………………………………………………..12
1.2.2Reasons for branding………………………………………………….14
1.2.3Brand strategies: essential elements of enduring brand………..22
1.2.4Different product-market strategies………………………………...24

1.3-

Understanding Mass Market……………………………………………………...27
1.3.1Definition…………………………………………………………………27
1.3.2Mass marketing mix…………………………………………….………27
1.3.3Consumer behavior……………………………………………………28

1.4-

Understanding Luxury……………………………………………………………...30
1.4.1Definition of Luxury……………………………………………………..30
1.4.2Origins of Luxury…………………………………………………………32
1.4.3Different levels of luxury and luxury consumer behavior……….33
1.4.4Democratization time: new custom and emergence of “luxury
pleasure”………………………………………………………………...36
1.4.5Key success factors…………………………………………………….38

1.5-

Understanding Masstige concept………………………………………………39
1.5.1Definition of masstige………………………………………………….39
1.5.2Objectives for both brands…………………………………………...40
1.5.3A democratized mix marketing……………………………………..42
1.5.4How a masstige operation works……………………………………44

1.6-

Findings……………………………………………………………………………….45
1.6.1Conclusion……………………………………………………………….45
1.6.2Hypotheses..……………………………………………………………..46

CHAPTER 2: Methodology………………………………………………………………….47
2.1-

Introduction…………………………………………………………………….……47

2.2-

Research method and instrument……………………………………………...47

2.3-

Sampling……………………………………………………………………………..48

2.4-

Pilot study……………………………………………………………………….……48

2.5-

Questionnaire design analysis……………………………………………….…..49

2.6-

Choice of statistics test……………………………………………………………51

2.7-

Recommendations for improvement…………………………………………..52
2.7.1Sample…………………………………………………………………....52

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