The Study of Consumers in Selecting Luxury Goods from a Non-Price Strategy Viewpoint.

• Main Authors: Hsiao-Ping Huang, 黃曉萍
• Other Authors: Heng-Yi Chen
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/hha4q4

碩士 === 高苑科技大學 === 經營管理研究所 === 102 === The purpose of this study is to investigate consumers in selecting luxury goods from a non-price strategy viewpoint. In order to realize the key factor of consumers in selecting luxury goods through the use of Analytical Hierarchy Process (AHP). It will also implement a literature review method and a compilation of expert opinion in outlining the consumers in selecting luxury goods from a non-price strategy viewpoint. The use of an expert questionnaire method will be helpful to create an index that will ultimately be used with AHP to gauge the effectiveness of purchasing decision. A total of 40 questionnaires were sent to the users who had more than five years experience buying and using luxury goods.A total of 40 were returned，with 40 valid ones，for a total of 100% return rate, and 100% validity rate.The result of this research showed the most important key is the building of brand goodwill. Meanwhile, the prior consideration key factor is distributor based assessment. The main crucial five indexes are as follows: brand competition strategy, differentiation strategy, club marketing strategy, allocation of cognitive, product quality. The less critical indexes are sources of supply, degree of interdependence.