명품에 대한 국가별 소비자 태도 비교 조사_MBA논문

소개글

명품에 대한 국가별 소비자 태도 비교 조사_MBA논문에 대한 보고서 자료입니다.

목차

1. Introduction
1.1 back ground to the research
1.2 Research problem and justification
1.3 Research objectives
1.4 Methodology
1.5 Definitions
1.6 Limitations
1.7 Conclusion

2. Literature review
2.1 Introduction
2.2 Parents theories and classification model
2.2.1 Attitude and psychological factors
2.2.2 Reference group and social factor
2.2.3 The cross national culture relationship
2.3 Conclusion

3. Methodology
3.1 Introduction
3.2 Justification for the paradigm and methodology
3.3 Research procedure and design
3.4 Questionnaire design
3.5 Measurement(Reliability/validity assessment)
3.6 Ethical considerations
3.7 Conclusion

4. Analysis of data
4.1 Introduction
4.2 The result of analysis
4.2.1. ASAL(Attitudinal Statement About Luxury)
4.2.2. RGF(Reference Group of Social factor)
4.2.3.Conclusion

5. Conclusion and implication
5.1 Introduction
5.2 Conclusion about each research objective
5.3 Implications for theory and practice
5.4 Limitations
5.5 Further research

6. Appendix

7. Reference

본문내용

This research has examined young women's attitudes toward luxury fashion brands in Korea, Japan and Singapore. 98 women living in Seoul, 100 women living in Tokyo and 95 women in Singapore were surveyed for this study. For data analysis, factor analysis, K-mean cluster analysis, discriminant analysis, cross tabulation (p>.05) were used for this study Dubios and Laurent's 34-item scale and Lessing and Park's reference group influence manifestation statements were applied to sample of Korean, Japanese and Singaporean respondents. The study has conducted with the objectives and follow; 1) factors of consumer attitude toward luxury brands, 2) relationship between and individual and a reference group, and examination of the RGF SCORES, 3) the importance factor of attitudes from the three countries, comparing three countries' attitudes, 4) the most popular fashion brands in Asia. And this research believes that all result along with those objectives will be valued information for the companies in the competitive fashion brand industries area.

키워드

대학원,   논문,   명품,   MBA