Research Aim: To investigate the motivations behind the purchasing of luxury goods by female millennials.
• To examine the current luxury goods market
• To identify the main motivations behind luxury goods consumption
• To analyse why the female millennial purchases luxury items
• To discuss what motivates this female millennials and influences purchasing behaviour
For this chapter the third objective must be met :
-To analyse why the female millennial purchases luxury items
For this chapter the results from the quantitative research – 200 respondents has to be analysed through SPSS, analysing and testing the hypothesis. Then for the qualitative data, the 5 interviews must be analysed through coding (Mention which type of coding method you will be using and why – Look at Saunders?).
H1: There will be a positive relationship between self-concept congruency and luxury brand loyalty.
H2: There will be a positive relationship between self-concept congruency and the money spent on luxury products.
H3: There is positive influence between conspicuous consumption and purchasing behaviour
H4: There is a positive influence between the 21st century female millennial and luxury brand loyalty
Type of service-Dissertation services
Type of assignment-Dissertation Chapter – Results
Pages / words-8 / 2000
Language style-UK English