CHAPTER 5: CONCLUSION, IMPLICATIONS AND LIMITATIONS
5.3 Limitations and future research
This work still exposes some limitations, based on that future research can be developed. Most outstanding one is the representative of sample. The sample is selected conveniently and just from some districts in Ho Chi Minh City, so it is not representative of the population. Future research should use probability sampling technique – simple random sampling to make the research‟s findings more generalizable. Secondly, although Ho Chi Minh City is a potential market for international luxury firms, the other areas in Vietnam such as Ha Noi, Da Nang… also expose advantages that are appropriate for luxury companies to penetrate their businesses. Widening the scope of the research to the whole country or making comparison about the difference in attitudes towards purchasing luxury goods of consumers among areas will be encouraged in future research. Finally, this study does not focus on real users of luxury goods because the respondents are required just know about luxury goods to join the survey. Therefore, future studies should concentrate on the respondents who are using luxury goods in order to enhance the practical values for their findings.
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APPENDICES
Appendix A: Guidelines for In-depth Interview Respondents’
information
Original
measurement scales
Comments Final
measurement scales
Brand consciousness Le Thi Hoang Lan
– 28 years old, Office staff
Tran Ngan Ha – 26 years old, Banking Creditor
The more expensive brands are usually my choice.
All respondents stated that they understood the scale meaning.
However, they suggested adding the word “products” to make this scale clearer.
Products of the more expensive brands are usually my choice.
Le Thi Hoang Lan – 28 years old, Office staff Nguyen Thanh Toan – 30 years old, Civil engineer
I am willing to pay higher prices for famous brands.
All respondents recommended the researcher to add the phrase “the products” to make this scale more understandable.
I am willing to pay higher prices for the products of famous brands.
Le Thi Hoang Lan – 28 years old, Office staff
I prefer to buy foreign brands than local brands.
The interviewee suggested adding the word “products” to help the readers easily understand this sentence.
I prefer to buy products of foreign brands than
products of local brands.
Materialism Pham Thi Thuy
Trang – 27 years old, Pharmaceutical Representative
It is important to me to own really nice luxury goods
With regard to this item, respondent suggested the
researcher to emphasize the desire of possessing nice luxury items.
Hence, the phrase “It is important to me” was changed to “I want”
I want to own really nice luxury goods
Dao Nguyen Hong Chi – 26 years old, Credit team leaders Hoang Thi Ngoc Thuy – 26 years old, Customer service staff
The things I own say a lot about how well I‟m doing in life
With this sentence, for more understandable, all respondents
suggested replacing the phrase “how well I‟m doing in life” by “my successes”
The things I own reflect my successes in life
Social influence Dao Nguyen Hong
Chi – 26 years old, Credit team leaders Tran Ngan Ha – 26 years old, Banking Creditor
Before purchasing a luxury branded products, it is important to know what others think of people who use certain brands
All respondents recommended the researcher to change the word “certain” into
“luxury”
Before purchasing a luxury branded products, it is important to know what others think of people who use luxury brands The need for uniqueness
Hoang Thi Ngoc Thuy – 26 years old, Customer service staff
I often buy luxury goods in such a way that I create a personal image that cannot be duplicated
In relate to this item, the interviewee suggested using the word “style” instead of
“image”
I often buy luxury goods in such a way that I create a personal style that cannot be
duplicated Pham Thi Thuy
Trang – 27 years old, Pharmaceutical Representative
I collect unusual products as a way of telling people I‟m different
For more
understandable, the respondent suggested adding the word
“luxury” before
“products”
I collect unusual luxury products as a way of telling people I‟m different Attitude towards purchasing luxury goods
Hoang Thi Ngoc Thuy – 26 years old, Customer service staff
Luxury makes me dream
In regard to this sentence, the
respondent advocated to emphasize the desire of buying luxury products to make this item clearer
Buying luxury goods is my dream
Le Thi Hoang Lan – 28 years old, Office staff
Dao Nguyen Hong Chi – 26 years old, Credit team leaders
The luxury products we buy reveal a little bit of who we are.
All respondents
advocated to change the pronoun “we” into “I”
The luxury products I buy reveal a little bit of who I am
Hoang Thi Ngoc Thuy – 26 years old, Customer service staff
People who buy those products try to differentiate
themselves from others
To make this item clearer, the interviewee recommended adding the phrase “In my opinion” at the beginning
In my opinion, people who buy those products try to differentiate themselves from others
Appendix B: Questionnaire (English Version)
Dear sir/madam
I am Truong Thi Xuan Thao, a student of Master Program of University of Economics Ho Chi Minh City. I am undertaking a research to investigate the attitude of consumers towards
purchasing luxury products. For this purpose, I kindly request you to complete the following short questionnaire regarding your attitude about luxury consumption. It should take you no longer than 10 minutes to finish this questionnaire. Although your response is extremely important to my research, your participation in this survey is entirely voluntary.
Your personal information will be kept confidentially and not be disclosed without your
permission. If you have concerns or questions about this study, such as scientific issues, how to do any part of it, please contact me with email address: cyvy@rocketmail.com, or phone number:
+84 0987282093).
I. Section A
This section of the questionnaire explores your knowledge regard to luxury products.
Luxury products, mentioned in this survey, are the products that represent a list of attributes including high quality, beauty, sensuality, exclusivity, high price, and uniqueness. For example, BMW cars, LV bags, Chanel perfumes, Rolex watch, Vertu phone …
1. Do you know luxury products?
Yes No
If your answer for question 1 is No, you can stop your work here. Thank you for your co- operation in completing this questionnaire.
If your answer for question 1 is Yes, please continue answering the questions in Section B and Section C.
II. Section B
This section explores your attitude and perceptions regarding luxury consumption.
To what extent do you agree with each of the following statements, please indicate your answer using the following 5-point scale where:
1. = Strongly disagree 2. = Disagree
3. = Neutral 4. = Agree
5. = Strongly agree Strongly disagree Disagree Neutral Agree Strongly agree
Question 1 2 3 4 5
1 Products of the more expensive brands are usually my choice
1 2 3 4 5
2 The higher the price of a product, the better its quality
1 2 3 4 5
3 I am willing to pay higher prices for the products of famous brands
1 2 3 4 5
4 I prefer to buy products of foreign brands than
products of local brands. 1 2 3 4 5
5 I admire people who own expensive homes, cars,
and clothes 1 2 3 4 5
6 I like to own things that impress people 1 2 3 4 5
7 Purchasing luxury goods increases my happiness 1 2 3 4 5
8 I want to own really nice luxury goods 1 2 3 4 5
9 The things I own reflect my successes in life 1 2 3 4 5 10 Before purchasing a luxury branded products, it is
important to know what brands will make good impression on others
1 2 3 4 5
11 Before purchasing a luxury branded products, it is important to know what others think of people who use luxury brands
1 2 3 4 5
12 I would buy luxury products if they can help me fit in with my social group better
1 2 3 4 5
13 I actively avoid using luxury branded products that are not in style
1 2 3 4 5
14 I often buy luxury goods in such a way that I create a personal style that cannot be duplicated
1 2 3 4 5
15 I like to own new luxury goods before others do 1 2 3 4 5 16 When a luxury product becomes popular among
others, I avoid buying or using it. 1 2 3 4 5
17 I collect unusual luxury products as a way of telling people I‟m different
1 2 3 4 5
18 Buying luxury goods is my dream 1 2 3 4 5
19 The luxury products I buy reveal a little bit of who I am.
1 2 3 4 5
20 In my opinion, people who buy those products try to differentiate themselves from others.
1 2 3 4 5
21 I have high intention to purchase luxury products 1 2 3 4 5 22 I have strong possibility to purchase luxury
products
1 2 3 4 5
23 I‟m likely to purchase luxury products 1 2 3 4 5
III. Section C – Background information
This section of the questionnaire refers to background or biographical information. The information will allow me to classify and compare groups of respondents.
1. Gender
Male Female
2. Age group in years
19 – 23 24 – 30 31 – 40 41- 50 > 51 3. Income per month (1,000,000vnd / month)
2 – 5 5– 8
8 – 11 >11
Thank you for your co-operation in completing this questionnaire!
Appendix C: Questionnaire (Vietnamese Version)
PHIẾU KHẢO SÁT
Kính chào Anh/ Chị, tôi tên Trương Thị Xuân Thảo, hiện đang là học viên cao học của Trường Đại Học Kinh Tế TP. HCM. Tôi đang nghiên cứu về thái độ của người tiêu dùng đối với việc mua hàng xa xỉ. Rất mong Anh/ Chị dành ra khoảng 10 phút để trả lời Phiếu khảo sát này. Mặc dù câu trả lời của các Anh/ Chị rất quan trọng đối với nghiên cứu của tôi, tuy nhiên việc tham gia cuộc khảo sát này hoàn toàn không bắt buộc.
Thông tin cá nhân của Anh/ Chị sẽ được giữ bí mật hoàn toàn. Trong quá trình thực hiện phiếu khảo sát này, nếu Anh/Chị có bất kỳ thắc mắc nào, xin vui lòng liên lạc với tôi thông qua địa chỉ email: cyvy@rocketmail.com hoặc số điện thoại 0987282093.
I. Phần A
Phần này tìm hiểu về sự hiểu biết đối với hàng xa xỉ của Anh/ Chị
Sản phẩm xa xỉ được đề cập trong phiếu khảo sát này là các sản phẩm đắt tiền, có chất lượng cao, đẹp, độc đáo, sang trọng và hiếm người sử dụng. Ví dụ, xe BMW, túi xách LV, nước hoa Chanel, đồng hồ đeo tay Rolex, điện thoại Vertu, điện thoại iPhone….
1. Anh/ Chị có biết đến sản phẩm xa xỉ không?
Có Không
Nếu câu trả lời của Anh/Chị cho câu 1 là Không, Anh/Chị có thể dừng việc trả lời phiếu khảo sát tại đây. Chân thành cám ơn sự giúp đỡ của Anh/Chị.
Nếu câu trả lời của Anh/Chị cho câu 1 là Có, xin Anh/Chị vui lòng tiếp tục trả lời các câu hỏi ở phần B và phần C.
II. Phần B
Phần này tìm hiểu về thái độ, nhận thức của Anh/ Chị đối với việc mua hàng xa xỉ
Xin cho biết mức độ đồng ý của Anh/ Chị đối với các phát biểu sau bằng cách đánh dấu ( X ) vào ô tương ứng, với:
Ô số 1: Hoàn toàn không đồng ý Ô số 2: Không đồng ý
Ô số 3: Trung dung Ô số 4: Đồng ý
Ô số 5: Hoàn toàn đồng ý Hoàn
toàn không đồng ý Không đồng ý Trung dung Đồng ý Hoàn toàn đồng ý
Câu hỏi
1 Tôi thường chọn mua sản phẩm của nh ng thư ng hiệu đ t tiền
1 2 3 4 5
2 Theo tôi, sản phẩm càng đ t tiền thì chất lượng càng tốt
1 2 3 4 5
3 Tôi sẵn sàng trả nhiều tiền h n để mua sản phẩm của các thư ng hiệu nổi tiếng
1 2 3 4 5
4 Tôi thích mua sản phẩm của nh ng thư ng hiệu nước ngoài h n là của các thư ng hiệu trong nước
1 2 3 4 5
5 Tôi rất ngưỡng mộ nh ng người có nhà, xe, và quần áo đ t tiền
1 2 3 4 5
6 Tôi thích sở h u nh ng thứ mà có thể gây ấn tượng với người khác
1 2 3 4 5
7 Việc mua s m hàng hóa xa xỉ làm tôi thấy vui h n 1 2 3 4 5 8 Tôi rất muốn sở h u nh ng món hàng xa xỉ thật sự
đẹp
1 2 3 4 5
9 Nh ng món đồ mà tôi sở h u nói lên mức độ thành công của tôi trong cuộc sống
1 2 3 4 5
10 Trước khi mua một sản phẩm xa xỉ, điều quan trọng là phải biết thư ng hiệu nào gây ấn tượng mạnh với người khác
1 2 3 4 5
11 Trước khi mua một sản phẩm xa xỉ, việc biết được suy nghĩ của người khác đối với nh ng ai dùng hàng xa xỉ thì rất quan trọng
1 2 3 4 5
12 Tôi sẽ mua hàng xa xỉ nếu nó giúp tôi trở nên hòa nhập h n với nh ng người xung quanh tôi
1 2 3 4 5
13 Tôi chủ động tránh sử dụng các sản phẩm xa xỉ mà không có phong cách
1 2 3 4 5
14 Tôi thường mua hàng xa xỉ như một cách để tạo ra phong cách cá nhân mà không bị trùng lặp
1 2 3 4 5
15 Tôi muốn sở h u nh ng món hàng xa xỉ mới ra trước nh ng người khác
1 2 3 4 5
16 Khi một sản phẩm xa xỉ trở nên phổ biến, tôi sẽ không mua hoặc không sử dụng nó
1 2 3 4 5
17 Tôi mua nh ng sản phẩm xa xỉ độc đáo nhằm tạo sự khác biệt cho bản thân
1 2 3 4 5
18 Mua hàng xa xỉ là m ước của tôi 1 2 3 4 5
19 Theo tôi, mua hàng xa xỉ là một cách thể hiện đẳng cấp bản thân
1 2 3 4 5
20 Theo tôi, nh ng người mua hàng xa xỉ là nh ng người muốn mình khác biệt so với người khác
1 2 3 4 5
21 Tôi đang cân nh c việc mua hàng xa xỉ 1 2 3 4 5
22 Rất có khả năng tôi sẽ mua hàng xa xỉ 1 2 3 4 5
23 Tôi rất muốn mua hàng xa xỉ 1 2 3 4 5
III. Phần C – Thông tin cá nhân
Phần này liên quan đến các thông tin cá nhân. Xin Anh/ Chị cho biết một số thông tin sau để phục vụ cho việc phân loại và so sánh các nhóm đối tượng khảo sát.
1. Giới tính:
Nam N 2. Nhóm tuổi:
19 – 23 tuổi 24 – 30 tuổi 31- 40 tuổi
41- 50 tuổi trên 51 tuổi 3. Mức thu nhập tháng: ( Triệu VND)
2 tới 5 5 tới 8 8 tới 11 trên 11
----CẢM ƠN ANH CHỊ ĐÃ THAM GIA KHẢO SÁT---