FND151 Consumer Behavior
Instructor: James Oakley
Lous is Vuitton handbag offers a “product of distinguished quality” and “attention to detail,” 63.1373 as well as “one with a story behind it.” Furthermore, while general marketing places importance on “relative Quality,” for Louis Vuitton the concept seems to be “absolute quality,” which prompts consumers to insist on “Louis Vuitton or nothing,” rendering comparisons of Louis Vuitton bags with competing products meaningless the fact that LV creates highly original lines which are difficult to emulate and then register the trademarks and designs. LV developed a wide range of products and other patterns and increase the number of product lines where are careful to have several different colors and shapes to satisfy all consumers’ tastes. LV continually affects consumers emotionally to be synonymous with both elegance and creativity with cultural values they embody, blend tradition and innovation, and kindle dream and fantasy. Clearly LV theme effects community by the fact of the glamour’s impression accompanied by the owner of LV’s product. Consumers who buy LV product care for what they get from the price comparing to absolute quality is quite, Fashionable, Durable goods, Long product life, Exclusivity, Prestige image, Feel good, Fit into high-class society, and practice ego and power. LV is influenced by a high income level who demands uncommon quality products. The most profitable consumer segments for LV are people with higher income. LV Psychographic uses segmentation such as lifestyle and motives to further identify their consumers. For example, LV is targeting Celebrities, powerful, wealthy, and fashionable influenced woman. Demographic
|Age |18 - 54 | |Gender |Woman | |Household Income |$75,000 annual...