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Buyers Behaviour

Table of content

Pages
Introduction

Main Report

1. Components of product theory 1

2. Prestigious Products and comparison 1

2.1 Allian Philippe Watch Haute Joallerie Collection 1
2.2 Gucci 2008-indy large hand bag 3

3. Prestigious Services and comparison 4

3.1 Oxford University 4
3.2 Montage Laguna Beach Hotel 6

4. Prestige seeking consumer behaviour Vigran and Johnson Model 7

6. Implication of Theory 8

References

Introduction

This report is an attempt to prove the applicability of 4 different definitions to 2 products and 2 services. It also provides illustrative explanations about the chosen product and services. Prestige can be defined often stands for specialty and uniqueness.

Any product that is prestigious is perceived by non segment as conspicuous, of high value and expensive. These perceived values are often created by the marketers. What is prestigious in one given situation may not be consider as prestige in other. There are several theories, values and motivators of those values which define prestige.

The products and services taken in to consideration for this particular report are as follows

1. Alain Philippe’s Haute Joallerie Collection-Watches
2. Gucci’s 2008-Indy large -Handbags
3. Oxford University
4. Montage Laguna Beach- hotel

These products and services are introduced and presented with appropriate theories. The theories used in this report are components of product, prestige seeking consumer behaviour which supports the argument and present reasons for this products and services to be considered prestigious.

Each and every product/service is compared with non prestigious products/services and concluded individually.

1. Components of product

A product and service can be considered as prestigious on the basis of its components. The difference in components plays the role in...