Customer perceived value of Louis Vuitton, especially for Bangkok citizen

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ACKNOWLEDGEMENT

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

DECLARATION

I, [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

Signed __________________ Date _________________

ABSTRACT

Today, consumers have an education and access to information never before and have tools to check what companies say and look for better alternatives. Purpose of the study is to investigate how Louis Vuitton brand can identify the perceived value they are providing to their customers.

The customer perceived value is the customer who appreciates the difference between total benefits and total costs of an offer over other alternative offerings. Maintaining value of brand is a very difficult process and a biggest challenge for the company. The study will be examining a concept that appears in the model of competitive advantage and the concept of management by value is the value for the customer. Quantitative research approach is appropriate for this study. Data gathered will aid in developing a questionnaire to understand the phenomenon. The findings of the study demonstrated that customer perceived value plays an important role in retaining the customer. It is also recommended that managers should take note that there are certain ingredients that are a necessary prerequisite for a successful loyalty program and as such must be taken into account in the design of the loyalty program.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION7

Background of the Study7

Significance of the Study8

Problem Statement9

Rationale for the study9

Limitations for the Study10

Purpose of the Study11

Aims and objectives of the study11

CHAPTER 2: LITERATURE REVIEW13

Brand Value13

Brand Valuation Models14

Cost-oriented brand valuation14

Income Value-oriented brand valuation15

Price Premium-Oriented Brand Valuation15

Elements of customer perceived value16

Conceptual Framework19

Brand Relationships through perceived value21

Perceived Utilities22

Factors that influence purchase of Louis Vuitton products25

Improved customer relationship27

Perceived Quality28

Delivery of value to customer30

Perceived Relative price35

Perceived Financial risk36

CHAPTER 3: METHODOLOGY40

Data Collection40

Questionnaires41

Sampling42

Data analysis42

Validity and Reliability43

Research Ethics44

Confidentiality44

Informed Consent45

Access45

Ethical Issues of Investigation45

Possible Constraints of the Dissertation46

Timetable for the research47

CHAPTER 4: ANALYSIS AND DISCUSSION49

Survey Analysis49

Discussion63

Perceived utility and value for money63

Perceived value and willingness to buy Louis Vuitton64

Perceived financial risk for Louis Vuitton products65

Perceived Quality of Louis Vuitton products66

CHAPTER 4: CONCLUSION AND RECOMMENDATIONS67

Conclusion67

Recommendations and Future Implications68

REFERENCES72

APPENDICES88

Questionnaire88

CHAPTER 1: INTRODUCTION

Background of the Study

Today, consumers have an education and access to information never before and have tools to check what companies say and look for better alternatives. So how do you make the final decisions? Consumers tend to maximize the value within the bounds of search costs, knowledge, mobility and income (Aaker, 1996, 14). Consumers consider what they offer the highest perceived value reporter and act accordingly. The way in which supply meets customer expectations influence their satisfaction and the likelihood of re-purchase the product (Aaker, Kumar & Day, 1998, n.d.).

The customer perceived value is the customer who appreciates the difference between total benefits ...