| Summary: | 碩士 === 世新大學 === 公共關係暨廣告學研究所(含碩專班) === 103 === For the past few years, the M-formed consumption pattern is the basic manifestation in the mass market. Not only the luxury products leading the high-end market, but some masstige products such as ZARA, H&M, and Uniqlo in fashion industry, or IKEA in house furnishings industry are also taking the public by storm in the low-end market. It reflects the raise of mass consumption influences. The same situation happens in aviation industry too. According to the growth of LCC (Low Cost Carrier), traveling aboard becomes more approachable to people. Products with premium quality and affordable price are normal options to consumers today.
This research is trying to explore the subjective attitude of customers about LCC by making use of depth interviews, the qualitative research method based on the characteristics of masstige products. There are 8 interviewees, age between 25-35 years old will be surveyed. In the process of interviews, some factors under perceived value, including the emotional response, quality, reputation, monetary price, and the behavior price. And in customer satisfaction, factors as assurance, tangibles, responsiveness, reliability, and empathy will be involved in the questions for searching the perception of customers about masstige products.
This research discovers that, even though consumers used to keep a strategic forward looking before purchasing masstige products, the perceived sacrifice, especially the monetary cost will be considered mostly. If the perceived cost could be compressed, it will balance the strategic consumer behaviors and induce the purchasing. Because of the high expectation of the low price, most consumers do not focus on the good service quality and feel negative to tangibles, responsiveness, and reliability factors about masstige products. This research also shows that, about the assurance factor, consumers mention some concepts of comparisons such as ranking or reputation. However, about the empathy factor, the performance of masstige products could be optimized by building up the atmosphere in service environments or exposing the information from multiple channels.
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