由本研究的實證分析結果可得知，名牌崇尚群確實是精品包市場的主要消費族群，故對精品包市場做出消費族群之區隔有其必要性。 Due to the booming consumption in Asian market in recent years, numerous European luxury brands began to focus on Asian market. Within the accumulated gross of 80 billion U.S. dollars in global luxury goods market, Asian market alone takes up 37% of the share; and Taiwan possesses 3% in the Asian market which is equivalent with Singapore and Southeast Asia. Evidently, Taiwan’s consumption in luxury goods market should not be overlooked. To luxury brand corporations, precisely segmenting target consumer and applying effective marketing communication strategy are the keys to increase profits. Therefore, the study aims to investigate the purchase decisions imposed by consumers who have purchased luxury handbags in Taiwan.
The four customer values of luxury brand: social value, individual value, functional value, and financial value in this study are according to the study results of Wiedmann et al. (2009). The study applying four customer values of luxury brands as targeting variable, and investigates the luxury value and purchase decisions of different groups of customer value on luxury brand.
This study applies MANOVA to analyze the data. Independent variables are the different groups of customer value on luxury brand, and dependent variables are customer value and consumer purchase decisions on luxury brand.
The results of this study are as follow:
1.The differences between the different groups of customer value on luxury brand, and the score of luxury brand conscious group is higher than utilitarian group.
2.The differences between the different groups of consumer purchase decisions on luxury brand, and the score of luxury brand conscious group is higher than utilitarian group.
In conclusion, the luxury brand conscious group is the primary consumers of luxury brand handbag market. Therefore, market segmentation is necessary.
