Factors Influencing Consumer Buying Behaviors of Luxury Branded Goods

– A case study of Vertu Mobile Phone

Mohd Hasiff bin Bastiar MSc Integrated Product Design, London, UK

Premium

Quality

Utility

Basic ZTE NEC

Premium

Quality

Utility

Basic ZTE NEC

Premium

Quality

Utility

Basic ZTE NEC

LuxuryBELLPERRE

Premium

Quality

Utility

Basic ZTE NEC

RATIONAL RELATIONAL

EMOTIONAL

- memorable brand experiences- high social approval- satisfy emotional desire

- status relationship - status stories - self satisfaction- symbolic meaning

- very expensive- high brand awareness- high brand presence- very high on quality

- extravagant design- unique craftmenship- high quality material

FUNCTIONAL

RATIONAL RELATIONAL

EMOTIONAL

- memorable brand experiences- high social approval- satisfy emotional desire

- status relationship - status stories - self satisfaction- symbolic meaning

- very expensive- high brand awareness- high brand presence- very high on quality

- extravagant design- unique craftmenship- high quality material

FUNCTIONAL