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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

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10, 000 pound mobile phone. Why people getting it? This is a proposed idea for a research on factors that influence people on getting a luxury mobile phone

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Page 1: Vertu - Luxury Mobile Phone (consumer buying behavior)

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

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Premium

Quality

Utility

Basic ZTE NEC

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Premium

Quality

Utility

Basic ZTE NEC

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Premium

Quality

Utility

Basic ZTE NEC

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LuxuryBELLPERRE

Premium

Quality

Utility

Basic ZTE NEC

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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

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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

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