AJIBM  Vol.5 No.9 , September 2015
Analysis of Psychological Factors That Influence Preference for Luxury Food and Car Brands Targeting Japanese People
ABSTRACT
This study examines the strong preference among Japanese people for luxury brands and makes a comparative analysis of the psychological factors that influence the development of purchase intentions and how they differ between the food and car luxury brands. An empirical analysis was performed by using psychological factors that influence the preference for luxury brands, which Sugimoto [1] demonstrated in a study on Japanese people. The results suggested the following: 1) Differentiation from Others is an important factor in developing purchase intentions for both food and car luxury brands and is a particularly important factor for cars; 2) Conformity to Group Norms is not an important factor in developing purchase intentions for both food and car luxury brands in which consumers continue to feel a sense of rarity; 3) Avoiding Cognitive Dissonance is an important factor in developing purchase intentions for both food and car luxury brands; 4) Quality Evaluation is an important factor in developing purchase intentions for food luxury brands only.

Cite this paper
Fujiwara, K. and Nagasawa, S. (2015) Analysis of Psychological Factors That Influence Preference for Luxury Food and Car Brands Targeting Japanese People. American Journal of Industrial and Business Management, 5, 590-600. doi: 10.4236/ajibm.2015.59059.
References
[1]   Sugimoto, T. (1992) Personal Attitude Construct Analysis for Brand Oriented Customers. Journal of advertising science, 27, 101-105.

[2]   Fujiwara, K. and Nagasawa, S. (2015) Relationship between Purchase Intentions for Luxury Brands and Customer Experience: Comparative Verification among Product Categories and Brand Ranks. Science Journal of Business and Management, 3, 1-10.

[3]   Miyazumi, T. (2014) Luxury Chocolate Brand GODIVA to Increase Number of Outlets in Japan to 300 within Next Five Years, Plans to Open Outlet in Tottori by End of Year to Achieve Goal of Having Outlet in Every Prefecture. Nihon Keizai Shimbun, 22 August 2014, 14.

[4]   Schmitt, B.H. (1999) Experimental Marketing: How to Get Customers to Sense, Feel, Think, ACT, Relate. Free Press, New York. [Shimamura, K. and Hirose, M., trans. (2000) DIAMOND, Inc., 100].

[5]   Rae, J. (1834) Statement of Some New Principles on the Subject of Political Economy, Exposing the Fallacies of the System of Free Trade and of Some Other Doctrines Maintained in The Wealth of Nations. Hilliard, Gray, and Co, Boston.

[6]   Veblen, T.B. (1899) The Theory of the Leisure Class: An Economic Study in the Evolution of Institutions. Macmillan, New York. [Taka, T. trans. (1998) Chikumashobo].

[7]   Leibenstein, H. (1950) Bandwagon, Snob, and Veblen Effects in the Theory of Consumers’ Demand. The Quarterly Journal of Economics, 64, 183-207.
http://dx.doi.org/10.2307/1882692

[8]   Vigneron, F. and Johnson, L.W. (1999) A Review and Conceptual Framework of Prestige Seeking Consumer Behavior. Academy of Marketing Science Review, 1, 1-15.

[9]   Dubois, B., Laurent, G. and Czellar, S. (2001) Consumer Rapport to Luxury: Analyzing Complex And Ambivalent Attitudes. Consumer Research Working Article, No. 736, HEC, Jousy-en-Josas.

[10]   Kumagai, S. (2005) Evaluation of Luxury Brands on the Basis of Acceptance Among Female College Students Using Multivariate Analysis. Journal of the Japan Research Association for Textile End-Uses, 46, 693-700.

[11]   Miura, T. (2013) Are Japanese Consumers Tough Consumers? Their Cultural and Modernistic Attributes and Marketing Strategy. Yuhikaku, Tokyo, 43-69.

[12]   Mason, R. (1981) Conspicuous Consumption: A Study of Exceptional Consumer Behavior. St. Martin’s Press, New York.

[13]   Mason, R. (1992) Modelling the Demand for Status Goods. Association for Consumer Research, Department of Business and Management Studies, University of Salford, Salford, 88-95.

[14]   Bearden, W.O. and Etzel, M.J. (1982) Reference Group Influence on Product and Brand Purchase Decisions. Journal of Consumer Research, 9, 183-194.
http://dx.doi.org/10.1086/208911

[15]   Rossiter, J.R. and Percy, L. (1987) Advertising and Promotion Management. McGraw-Hill Series in Marketing, New York.

[16]   Richins, M.L. (1994) Special Possessions and the Expression of Material Values. Journal of Consumer Research, 21, 522-533.
http://dx.doi.org/10.1086/209415

[17]   Dubois, B. and Laurent, G. (1994) Attitudes toward the Concept of Luxury: An Exploratory Analysis. In: Leong, S.M. and Cote, J.A., Eds., Asia Pacific Advances in Consumer Research, Volume 1, Association for Consumer Research, Singapore, 273-278.

[18]   Pantzalis, I. (1995) Exclusivity Strategies in Pricing and Brand Extension. Unpublished Doctoral Dissertation, University of Arizona, Tucson.

[19]   Dubois, B. and Paternault, C. (1997) Does Luxury Have a Home Country? An Investigation of Country Images in Europe. Marketing and Research Today: The Journal of the European Society for Opinion and Marketing Research, 25, 79-85.

[20]   Wong, N.Y. and Ahuvia, A.C. (1998) Personal Taste and Family Face: Luxury Consumption in Confucian and Western Societies. Psychology and Marketing, 15, 423-441.
http://dx.doi.org/10.1002/(SICI)1520-6793(199808)15:5<423::AID-MAR2>3.0.CO;2-9

[21]   Sugimoto, T. (1997) Consumer Psychology: Understanding Consumer Behavior. Fukumura Shuppan Inc., Tokyo, 82-83, 235.

[22]   Wiedmann, K.P. and Hennigs, N. (2013) Luxury Marketing: A Challenge for Theory and Practice. Springer Science and Business Media, Wiesbaden, 79-81.

[23]   Kapferer, J.N. and Bastien, V. (2009) The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands. Kogan Page, London. [Nagasawa, S., trans. (2011) Toyo Keizai Shinposha, Tokyo, 70-134.]

[24]   Nikkei Sangyo Shimbun, Ed. (2013) Nikkei Market Share Investigation 2014 Edition. Nikkei Publishing Inc., Tokyo, 136-250.

[25]   Fuji-Keizai, Ed. (2013) Food Marketing Handbook No.2 2014 Edition. Fuji-Keizai, Tokyo, 148.

[26]   Fuji-Keizai, Ed. (2013) Food Marketing Handbook No.3 2014 Edition. Fuji-Keizai, Tokyo, 101.

[27]   Nihon Keizai Shimbun (2006) GODIVA’s Revenues in Japan to Double within Five Years, Open 10 Outlets This Term, Expanded Business to Hotels. Nihon Keizai Shimbun, 21 September 2006, 19.

[28]   Fukuda, M. (2013) Understanding Desire: From the Perspective of Brain Science. Koyo Shobo, Tokyo, 73-119.

[29]   Nihei, K. (2008) Reference Group Theory and Advertising Communication Strategy: Toward the Creation of Aspirational Group. Meidai Shogaku Ronso, 90, 75-88.

[30]   Kotler, P. and Keller, K.L. (2006) Marketing Management. 12th Edition, Prentice Hall, London. [Onzo, N. and Tsukitani, M., trans. (2009) Maruzen Publishing, Tokyo, 219.]

[31]   Festinger, L. (1957) A Theory of Cognitive Dissonance. Row & Peterson, Evanston.

[32]   Oshio, S. Analysis of Psychological Data.
http://psy.isc.chubu.ac.jp/~oshiolab/teaching_folder/datakaiseki_folder/09_folder/da09_02.html

 
 
Top