Vertu - Luxury Mobile Phone (consumer buying behavior)

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10, 000 pound mobile phone. Why people getting it? This is a proposed idea for a research on factors that influence people on getting a luxury mobile phone

Lifestyle

Factors Influencing Consumer Buying
Behaviors of Luxury Branded Goods
– A case study of Vertu Mobile Phone
Mohd Hasiff bin Bastiar
MSc Integrated Product Design, London, UK

Luxury
BELLPERRE
Premium
Quality
Utility
Basic ZTE NEC

Vertu - Luxury Mobile Phone (consumer buying behavior)

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Vertu - Luxury Mobile Phone (consumer buying behavior)

1. Factors Influencing Consumer Buying Behaviors of Luxury Branded Goods – A case study of Vertu Mobile Phone Mohd Hasiff bin Bastiar MSc Integrated Product Design, London, UK

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15. Premium Quality Utility Basic ZTE NEC

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18. Luxury BELLPERRE Premium Quality Utility Basic ZTE NEC

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58. RATIONAL RELATIONAL EMOTIONAL - memorable brand experiences - high social approval - satisfy emotional desire - status relationship - status stories - self satisfaction - symbolic meaning - very expensive - high brand awareness - high brand presence - very high on quality - extravagant design - unique craftmenship - high quality material FUNCTIONAL

59. RATIONAL RELATIONAL EMOTIONAL - memorable brand experiences - high social approval - satisfy emotional desire - status relationship - status stories - self satisfaction - symbolic meaning - very expensive - high brand awareness - high brand presence - very high on quality - extravagant design - unique craftmenship - high quality material FUNCTIONAL

Vertu - Luxury Mobile Phone (consumer buying behavior)

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