Market Research on Luxury Watches

Topics: Luxury good, Brand, Branding Pages: 16 (4003 words) Published: September 25, 2012
August 24

AMMR Project

2012

Factors Influencing Consumer Buying Behavior of Luxury Watches

Submitted by Group 4: Amber Yadav 15/68 Amrita Mohanty 15/69 Sailesh Sahu 15/176 Sohini Bera 15/185 Anurag Bajpai 15/268

Table of Contents
Abstract ................................................................................................................................................... 3 Market Trend .......................................................................................................................................... 3 Competitive landscape ........................................................................................................................ 3 Premium Brand & Product Perception................................................................................................ 3 ‘New’ Rich India : .............................................................................................................................. 4 Motivation of Study: ........................................................................................................................... 4 Contribution of the research:............................................................................................................... 5 Literature Review: ................................................................................................................................... 5 Research Objective: ............................................................................................................................ 5 Research Question: ............................................................................................................................. 5 Previous Research contribution : ........................................................................................................ 6 Methodology........................................................................................................................................... 9 Research Method: ............................................................................................................................... 9 Data Collection: .................................................................................................................................. 9 Sampling: ............................................................................................................................................ 9 Measurement & Scaling:..................................................................................................................... 9 RESULT AND ANALYSIS .......................................................................................................................... 10 1. Discriminant Analysis: Work-Ex & Fresher.................................................................................... 10 2. Discriminant Analysis: Gender ...................................................................................................... 11 3. Discriminant Analysis: Abroad Visit ............................................................................................. 12 3) Exploratory Factor Analysis-(Male & Female) .............................................................................. 12 4. Checking the Interpersonal and personal effects shown by males and female while purchase of luxury watch in Store ........................................................................................................................ 16 5. Regression Analysis to check whether long term demand for luxury watches is driven by brand image................................................................................................................................................. 17 6. AMOS ............................................................................................................................................ 18 Model Fit Summary...
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