consumer behaviour
Consumer Motivation
All 8 of them agreed that what motivates them to possess an item from Chanel is because owning an item from Chanel puts them in the limelight and makes them the object of jealously. This gives them the feeling of authority.
According to Rachel (the youngest in the group), whenever I carry my 2.55 (Chanel quilted bag), my peers will all look up to me and tell me how much they envy me. It gives me a sense of power.
Shay Chua seconded Rachel opinion adding that her Chanel bag, watch and jacket is what sets her apart from the rest of the other aunties on the streets, especially when they are carrying a counterfeit Chanel bag. She claims that she gets preferential treatment because of her Chanel items.
Consumer Knowledge
All 3 participants are well aware of Chanels brief history (Chanel is a French label started by Coco Chanel in 1910s) and the products offer by Chanel. Each and everyone of them can list down what Chanel has to offer.
Consumer Attitude Assessment
They relate to us that Chanel is one of the international brands that will pop up in their minds when they wish to indulge themselves in something sumptuous and extravagant.
Evelyn said that the way Chanel emphasize on non-complexity make other brands seems outdated. She expressed that the other competitors such as Gucci, Versace and Christian Dior could match with Chanel in terms of refine quality and beauty.
Consumer intentions, attitudes, beliefs and feelings
They all believe that Chanel provides good quality along with beautiful designs.
Says Evelyn, the higher the price, the better the quality. Everyone agreed with her statement.
Culture, ethnicity and social class
As our participants are brand conscious and ambitious with a hunger to outdo every other woman, it is their culture to have the desire to possess as many
Chanel (or any other designer label) items as possible.
According to our participants, this statement is true regardless of race,
All 8 of them agreed that what motivates them to possess an item from Chanel is because owning an item from Chanel puts them in the limelight and makes them the object of jealously. This gives them the feeling of authority.
According to Rachel (the youngest in the group), whenever I carry my 2.55 (Chanel quilted bag), my peers will all look up to me and tell me how much they envy me. It gives me a sense of power.
Shay Chua seconded Rachel opinion adding that her Chanel bag, watch and jacket is what sets her apart from the rest of the other aunties on the streets, especially when they are carrying a counterfeit Chanel bag. She claims that she gets preferential treatment because of her Chanel items.
Consumer Knowledge
All 3 participants are well aware of Chanels brief history (Chanel is a French label started by Coco Chanel in 1910s) and the products offer by Chanel. Each and everyone of them can list down what Chanel has to offer.
Consumer Attitude Assessment
They relate to us that Chanel is one of the international brands that will pop up in their minds when they wish to indulge themselves in something sumptuous and extravagant.
Evelyn said that the way Chanel emphasize on non-complexity make other brands seems outdated. She expressed that the other competitors such as Gucci, Versace and Christian Dior could match with Chanel in terms of refine quality and beauty.
Consumer intentions, attitudes, beliefs and feelings
They all believe that Chanel provides good quality along with beautiful designs.
Says Evelyn, the higher the price, the better the quality. Everyone agreed with her statement.
Culture, ethnicity and social class
As our participants are brand conscious and ambitious with a hunger to outdo every other woman, it is their culture to have the desire to possess as many
Chanel (or any other designer label) items as possible.
According to our participants, this statement is true regardless of race,