According to Executive Yuan who is the Directorate-General of Budget, Accounting and Statistics, the annual growth rate of consumer price index (CPI) in 2010, 2011 and 2012 were 0.96%, 1.42% and 1.93% respectively. This indicates that the price index is rising with year. However, the public annual income is not growing commensurately. This coupled with the situation of low wages and high living costs has culminated in the increased disparity between the rich and the poor. Thus, the consumption habit of the public can be divided into two segments which are budget and lavish consumers. In the current M-shaped society, customers are more concerned about their spending in order to achieve a more economical and affordable luxury. Consumers are also more aware of marketing activities; hence budget fashions gradually attracting more public attention. The survey of this study focuses on the age group which is under twenty-nine-year-old. The study aims to investigate the influences between budget fashion and the following concepts including the Integrated Marketing Communication (IMC), customer perceived value and purchase intention.
This study collected 250 valid questionnaires. Structural Equation Model (SEM) is adapted to analyze the relationships between research variables. The results reveal that: (1) there is a positive relationship between Integrated Marketing Communication and consumer perceived value. Customers can be attracted by advertisements (e.g. print advertisement or electronic advertisement), promotion activities, comments on social media, recommendations from salespersons and other new types of marketing methods. The results indicate that if organizations can integrate different marketing methods to enhance customers satisfaction, the purchase intention of consumer will be increased. (2) There is a positive relationship between customer perceived value and customer purchase intention. When customers are satisfied with products, their purchase intention will be elevated. Customers believe that value is obtaining what they want with low price, what they pay with perceived product quality, and also what they receive from their investment. (3) Perceived value plays an intermediary role between integrated marketing communication and purchase intention. This insinuates that integrated marketing communication does not affect customer purchase intention directly. In other words, the necessary requirement to generate purchase intention in customers is the perceived value.