The paper "Hong Kong University Marketing Survey" is a perfect example of a marketing case study. The aim of this study was to explore the attitudes of Hong Kong university students towards affordable luxury clothes. In response to that, the study generated two questions; Q1: What are the Hong Kong university students’ attitudes towards the purchase of affordable luxury clothes? Attitudes towards the purchase of affordable luxury clothes Descriptive statistics As shown in the table above, the majority of the respondents 24(40%) spend money in the range of HKD$3,000-5,000 to buy affordable luxury clothes. This was closely followed by 22(36%) who were respondents spending less than HKD$3,000.
Majority of these respondents buy affordable luxury brands once in few months 21(35%) because a good number of the 29(48.3%) believe that it is quite expensive for them. This implies that the respondents demonstrate the willingness to buy affordable luxury clothes once in a few months even if they find them quite expensive. Consumer favorite clothing brands As shown in the table above, the most favorite clothing brand is Abercrombie & Fitch (μ =.57; SD = . 500) followed by Calvin Klein (μ =.48; SD = . 504) and Agnes B (μ =.40; SD = . 494).
This indicates that Hong Kong university students have a higher likelihood to purchase some brands than others. These brands are specifically Calvin Klein, Abercrombie & Fitch and Agnes B. Price perceptions towards the purchase of affordable luxury clothes The following hypothesis was generated with regard to the attitudes of university students towards affordable luxury clothes. H11: Customer perceptions on price influences the frequency of purchase affordable luxury clothes H10: Customer perceptions on price does not influence the frequency of purchase affordable luxury clothes From the table above, consumers who purchase luxury clothes more than once a month perceive them as affordable 8(57.1%) compared to those who buy once in few months 13(52.6%) or once a year 3(50%) who perceive them as quite expensive.
This indicates that customers who deem luxury clothes as affordable will more than once a month buy their favorite brands. The value (phi = . 508; p = 0.05) is significant as well as Pearson chi-square (15.474; p=0.05). We reject the null hypothesis and accept the alternative hypothesis that customer perceptions on price influence the frequency of purchase affordable luxury clothes. Attitudes towards attributes of clothing brands On attributes that customers associate with specific brands when planning to buy their favorite brand, the following hypothesis was generated. H21: Customers have attitudes specific towards attributes of brands they intend to buy H20: Customers have no specific attitude towards of attributes brands they intend to buy From the table above, the component transformation matrix shows that the factors are highly correlated.
Most of the factors are loaded on component 1 with only two variables (size and country of origin) loaded on component 2.
We take component 1 has to have the highest number of attributes that influence the attitude of customers towards a given brand. Again, the factor loadings are highly correlated and show that they influence customer attitudes towards affordable luxury brands. The attributes are; quality, design, price, popularity, fashionable, sales promotions, brand name and enjoyment/self-esteem. The identity matrix Bartlett’ s Test Of Sphericity was used to test the null hypothesis and shows a value of (. 772) at a significant level of p=0.001. We reject the null hypothesis and accept the alternative hypothesis that customers have specific attitudes towards attributes of brands they intend to buy.