master thesis defense
TRANSCRIPT
- 1. Discount Effect on Consumer Perception in Luxury Market Fergan Kitapl Master Thesis Defense
- 2. Agenda 1. Introduction - Research Question 2. Current situation - New Luxury 3. Examples - Implications 4. Results - Managerial Implications & Theoretical Contribution
- 3. Research Question Does discount create negative effect on consumer perception in luxury market?
- 4. Old Luxury Over expensive Traditional Rare Inaccessible Opulence Upper class New Luxury Upper premium Contemporary Prevalent Accessible Status Middle class
- 5. Current Situation Democratization of Luxury Luxurification of Society Shift to Emerging Market Different Customer Expectations Fight with Counterfeit Market
- 6. Discount Implications Scenario 1 Scenario 2 Real Estate Istanbul Sapphire Residence 8M $ penthouse vs. 800K $ studio Same service & Different satisfaction Luxury Fashion Gucci 5K $ beginning of the season vs. 2,5K $ end of the season Same product & Different usage time
- 7. Discount Implications Scenario 3 Automotive industry Ferrari Difference of pleasures Million dollar car vs. hundred dollar keychain Same brand & Different products
- 8. Results Entry-level Product Brand / Line Extension New Brand Outlet Store Pop-up Store Online Flash Selling Customized Discount
- 9. Discount can be applied to Luxury; The Conceptual Model