Browse > Article
http://dx.doi.org/10.29049/rjcc.2018.26.3.427

Luxury value-based segmentation, brand personality, and purchase behavior of Mongolian female consumers  

Amarjargal, Ganbold (College of Business Administration, Incheon National University)
Kim, Jonghoon (College of Business Administration, Incheon National University)
Park, Jee-Sun (Dept. of Fashion Industry, Incheon National University)
Publication Information
The Research Journal of the Costume Culture / v.26, no.3, 2018 , pp. 427-449 More about this Journal
Abstract
The current study aimed to segment Mongolian female consumers based on luxury consumption values and to compare lifestyle, demographic characteristics, purchase behavior, and perceived brand personality among the segments. The survey was administered to consumers who had purchased luxury products in Ulaanbaatar, Mongolia. A total of 184 surveys were used for data analysis. Exploratory factor analysis revealed five luxury values: quality value, hedonic value, conspicuous value, social value, and unique value. Using the five luxury values, clustering analysis was conducted, showing that there were four distinct segments: passive shoppers, showoffs, rational value groups, and hedonists. ANOVAs and chi-square analyses revealed that these four segments differed in consumption values, demographic characteristics, lifestyle dimensions (including appearance consciousness, leisure orientation, life enjoyment, and achievement orientation), and purchase behavior (including purchase frequency, price of products purchased, and product selection criteria). Moreover, value segments showed differences in five dimensions of luxury brand personality: sincerity, professionalism/attractiveness, excitement, materialism, and sophistication. The results suggest that consumption values serve as a significant basis for segmentation. Furthermore, the current study indicates that value segments can be described as consumers' perceived brand personality. The study concludes with a discussion of the results, theoretical and practical implications, and limitations.
Keywords
brand personality; consumption value; luxury brand; Mongolian consumer; purchase behavior;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
연도 인용수 순위
1 Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty?. Journal of Marketing, 73(3), 52-68. doi:10.1509/jmkg.73.3.52
2 Bulldog Reporter. (2018, April 9). The future of luxury marketing: 5 consumer types and trends. Agility PR Solution, Retrieved June 1, 2018, from https://www.agilitypr.com/pr-news/public-relations/future-luxury-marketing-5-consumer-types-trends
3 Central Intelligence Agency. (2018, June). The world factbook: Mongolia. Retrieved June 21, 2018, from https://www.cia.gov/library/publications/resources/the-world-factbook/geos/mg.html
4 Chaiy, S. I. (1992). Systematic analysis of Korean lifestyle. Journal of Consumer Studies, 3(1), 46-63.
5 Choi, N. H., Oyunbileg, T., & Dashsuren, T. (2014). A study of luxury brand consumption in Mongolia. International Business Review, 18(3), 23-44. doi: 10.21739/IBR.2014.09.18.3.23
6 Choi, S.-Y. (2010). 20-30 in lifestyle and fashion brand purchasing behavior study. Unpublished master's thesis, Kookmin University, Seoul, Korea.
7 Choo, H. J., Moon, H., Kim, H., & Yoon, N. (2012). Luxury customer value. Journal of Fashion Marketing and Management: An International Journal, 16(1), 81-101. doi:10.1108/13612021211203041   DOI
8 Chung, H.-Y. (1996). College women's clothing shopping orientation and market behavior. The Research Journal of the Costume Culture, 4(2), 125-143.
9 D'Arpizio, C., Levato, F., Kamel, M.-A., & de Montgolfier, J. (2017, December 22). Luxury goods worldwide market study, fall-winter 2017. Bain & Company, Retrieved May 1, 2018, from http://www.bain.com/publications/articles/luxury-goods-worldwide-market-study-fall-winter-2017.aspx
10 Won, J.-H., & Chung, J.-E. (2015). The segmentation of single-person households based on Sheth's theory of consumption values. Journal of Consumer Studies, 26(1), 73-99.
11 Woodruff, R. B. (1997). Customer value: The next source for competitive advantage. Journal of the Academy of Marketing Science, 25(2), 139-153. doi:10.1007/BF02894350   DOI
12 Yi, Y., & La, S. (2002). Brand personality-brand identification-brand equity model: An exploratory study on the difference between users vs. nonusers. Korea Marketing Review, 17(3), 1-32.
13 Yu, Y.-W., Chiu, S.-C., Chen, C.-Y., & Odser, B. (2015, July). An exploratory study on Mongolian women consumer behavior toward purchasing luxury fashion brands. Proceedings of 2015 9th International Conference on Innovative Mobile and Internet Services in Ubiquitous Computing, Blumenau, 496-501. doi:10.1109/IMIS.2015.76
14 Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22. doi:10.2307/1251446   DOI
15 Zhang, F.-F., & Kim, Y.-S. (2012). The effects of sportswear brands' country-of-origin on purchase intention in terms of brand personality as perceived by Chinese university students. The Research Journal of the Costume Culture, 20(2), 208-221. doi:10.7741/rjcc.2012.20.2.208   DOI
16 Vigneron, F., & Johnson, L. W. (1999). A review and a conceptual framework of prestige-seeking consumer behavior. Academy of Marketing Science Review, 1999(1), 1-15.
17 Park, J.-S., Yu, H., & Kim, C. (2016). Chinese female consumers' lifestyle groups and consumer behavior for Korean cosmetics. The Research Journal of the Costume Culture, 24(4), 511-529. doi:10.29049/rjcc.2016.24.4.511   DOI
18 Fennis, B. M., & Pruyn, A. T. H. (2007). You are what you wear: Brand personality influences on consumer impression formation. Journal of Business Research, 60(6), 634-639. doi:10.1016/j.jbusres.2006.06.013   DOI
19 Orth, M. (2011, June 23). The luxury frontier. The Wall Street Journal, Retrieved May 1, 2018, from https://www.wsj.com/articles/SB10001424052702304186404576388153101917860
20 Park, E.-H., & Ku, Y.-S. (2008). Fashion product purchasing behavior according to college students' consumption value typology. Korean Journal of Human Ecology, 17(4), 759-169. doi:10.5934/KJHE.2008.17.4.759   DOI
21 Park, O.-L., & Ryu, M.-A. (2008). Research of purchase behavior of consumer who prefer the fashion brands for wedding. Journal of Fashion Business, 12(5), 14-23.
22 Park, S.-Y., & Lee, Y. K. (2006). Effect of the congruence between brand personality and self-image on customer satisfaction, consumer-brand relationship and brand loyalty in Korean culture. The Korean Journal of Advertising, 17(1), 7-24.
23 Paton, E. (2017, Mary 29). Luxury goods market will return to growth in 2017, Bain report says. The New York Times, Retrieved May 1, 2018, from https://www.nytimes.com/2017/05/29/fashion/luxury-goods-outlook.html
24 Phau, I., & Lau, K. C. (2001). Brand personality and consumer self-expression: Single or dual carriage way? Journal of Brand Management, 8(6), 428-444. doi:10.1057/palgrave.bm.2540042   DOI
25 Plummer, J. T. (2000). How personality makes a difference. Journal of Advertising Research, 40(6), 79-83. doi:10.2501/JAR-40-6-79-83   DOI
26 Rhee, S. H., & Park, S. H. (2010). Study on the brand personality preference by consumer value. Advertising Research, 85, 191-228.
27 Han, S.-P., & Shavitt, S. (1994). Persuasion and culture: Advertising appeals in individualistic and collectivistic societies. Journal of Experimental Social Psychology, 30(4), 326-350. doi:10.1006/jesp.1994.1016   DOI
28 Garfein, R. T. (1989). Cross-cultural perspectives on the dynamics of prestige. Journal of Services Marketing, 3(3), 17-24. doi:10.1108/EUM0000000002489   DOI
29 Han, H. J., & Kim, M. S. (2002). Relating consumption values to pre-purchase decision making of apparels. Journal of the Korean Society of Clothing and Textiles, 26(6), 853-864.
30 Han, Y. J., Nunes, J. C., & Dreze, X. (2010). Signaling status with luxury goods: The role of brand prominence. Journal of Marketing, 74(4), 15-30. doi:10.1509/jmkg.74.4.15   DOI
31 Heine, K. (2010). The personality of luxury fashion brands. Journal of Global Fashion Marketing: Bridging Fashion and Marketing, 1(3), 154-163. doi:10.1080/20932685.2010.10593067   DOI
32 Hennigs, N., Wiedmann, K.-P., Klarmann, C., & Behrens, S. (2015). The complexity of value in the luxury industry: From consumers' individual value perception to luxury consumption. International Journal of Retail & Distribution Management, 43(10/11), 922-939. doi:10.1108/IJRDM-07-2014-0087   DOI
33 Shank, M. D., & Langmeyer, L. (1994). Does personality influence brand image?. The Journal of Psychology: Interdisciplinary and Applied, 128(2), 157-164. doi:10.1080/00223980.1994.9712719   DOI
34 Holbrook, M. B. (1996). Special session summary customer value C a framework for analysis and research. Advances in Consumer Research, 23, 138-142. Retrieved March 1, 2018, from http://acrwebsite.org/volumes/7929/volumes/v23/NA-23
35 Holbrook, M. B. (2005). Customer value and autoethnography: Subjective personal introspection and the meanings of a photograph collection. Journal of Business Research, 58(1), 45-61. doi:10.1016/S0148-2963(03)00079-1   DOI
36 International Monetary Fund. (2017, December). 2017 Mongolia country infographic. Retrieved June 1, 2018, from http://www.imf.org/en/about/infographics/2017-mongolia-country-infographic-english
37 Sanchez-Fernandez, R., & Iniesta-Bonillo, M. A. (2007). The concept of perceived value: A systematic review of the research. Marketing Theory, 7(4), 427-451. doi:10.1177/1470593107083165   DOI
38 Schultz, P. W., & Zelezny, L. (1999). Values as predictors of environmental attitudes: Evidence for consistency across 14 countries. Journal of Environmental Psychology, 19(3), 255-265. doi:10.1006/jevp.1999.0129   DOI
39 Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22(2), 159-170. doi:10.1016/0148-2963(91)90050-8   DOI
40 Shin, J. W., & Park, E. J. (1989). A study on the predictors of criteria on clothing selection. Journal of the Korean Society of Costume, 13, 123-134.
41 Shukla, P., & Purani, K. (2012). Comparing the importance of luxury value perceptions in cross-national contexts. Journal of Business Research, 65(10), 1417-1424. doi:10.1016/j.jbusres.2011.10.007   DOI
42 Sirgy, M. J. (1982). Self-concept in consumer behavior: A critical review. Journal of Consumer Research, 9(3), 287-300. doi:10.1086/208924   DOI
43 Smith, J. B., & Colgate, M. (2007). Customer value creation: A practical framework. Journal of Marketing Theory and Practice, 15(1), 7-23. doi:10.2753/MTP1069-6679150101   DOI
44 Snoj, B., Korda, A. P., & Mumel, D. (2004). The relationships among perceived quality, perceived risk and perceived product value. Journal of Product & Brand Management, 13(3), 156-167. doi:10.1108/10610420410538050   DOI
45 Kim, H.-H., & Kim, Y.-S. (2010). Effect of perceived cosmetic brand personality on the preference of women consumer in 20-30's. The Research Journal of the Costume Culture, 18(6), 1211-1227.   DOI
46 Ivens, B., & Valta, K. S. (2012). Customer brand personality perception: A taxonomic analysis. Journal of Marketing Management, 28(9/10), 1062-1093. doi:10.1080/0267257X.2011.615149   DOI
47 Jeon, K.-R., & Lee, M.-S. (2008). A study on life style and clothing purchasing behaviors of female consumers: Focused on comparison with adolescence, middle age, and senescence. The Research Journal of the Costume Culture, 16(3), 444-460.   DOI
48 Jung, J. H. (2015). A study on risk perception of fashion designer brands, attitude to these brands and purchase behavior according to college students' lifestyle. Unpublished doctoral dissertation, Kookmin University, Seoul, Korea.
49 Kapferer, J.-N., & Valette-Florence, P. (2016). Beyond rarity: The paths of luxury desire. How luxury brands grow yet remain desirable. Journal of Product & Brand Management, 25(2), 120-133. doi:10.1108/JPBM-09-2015-0988   DOI
50 Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22. doi:10.2307/1252054   DOI
51 Kim, S. (1999). A study on the structure of clothing consumption values and the relation between clothing consumption values and, clothing involvement and fashion leadership. Unpublished doctoral dissertation. Ewha Woman's University, Seoul, Korea.
52 Kolesnikov-Jessop, S. (2009, October 5). Luxury goes local in Asia. The New York Times, Retrieved May 1, 2018, from https://www.nytimes.com/2009/10/06/fashion/06iht-rshop.html
53 Biron, B. (2017, July 7). Social media is driving growth in the luxury menswear market. Digiday, Retrieved June 1, 2018, from https://digiday.com/marketing/social-media-driving-growth-luxury-menswear-market
54 Aaker, D. A. (1996). Building strong brands. NY: The Free Press.
55 Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-356. doi:10.2307/3151897   DOI
56 Snyder, C. R., & Fromkin, H. L. (1977). Abnormality as a positive characteristic: The development and validation of a scale measuring need for uniqueness. Journal of Abnormal Psychology, 86(5), 518-527. doi:10.1037/0021-843X.86.5.518   DOI
57 Aaker, J. L., Benet-Martinez, V., & Garolera, J. (2001). Consumption symbols as carriers of culture: A study of Japanese and Spanish brand personality constructs. Journal of Personality and Social Psychology, 81(3), 492-508. doi:10.1037/0022-3514.81.3.492   DOI
58 Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644-656. doi:10.1086/209376   DOI
59 Bagwell, L. S., & Bernheim, B. D. (1996). Veblen effects in a theory of conspicuous consumption. The American Economic Review, 86(3), 349-373.
60 Bayasgalan, T., Kang, M. S., & Park, S. K. (2016). The effects of Mongolian consumer's perceived value on purchase intention in the scarcity of brand bags. Journal of Korea Research Association of International Commerce, 16(3), 197-220.
61 Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2001). Consumer behavior (9th ed.). Orlando: Harcourt College Publishers.
62 Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203-220. doi:10.1016/S0022-4359(01)00041-0   DOI
63 Suh, H. S., & Shin, S.-Y. (2012). A study on sportswear brand loyalty and purchase behaviors according to lifestyles of 20's single women. The Research Journal of the Costume Culture, 20(4), 500-514. doi:10.7741/rjcc.2012.20.4.500   DOI
64 Sung, Y., Choi, S. M., Ahn, H., & Song, Y.-A. (2015). Dimensions of luxury brand personality: Scale development and validation. Psychology & Marketing, 32(1), 121-132. doi:10.1002/mar.20767   DOI
65 Sung, Y., & Tinkham, S. F. (2005). Brand personality structures in the United States and Korea: Common and culture‐specific factors. Journal of Consumer Psychology, 15(4), 334-350. doi:10.1207/s15327663jcp1504_8   DOI
66 The world bank in Mongolia. (2018, March 29). Overview. The World Bank, Retrieved May 8, 2018, from http://www.worldbank.org/en/country/mongolia/overview
67 Tian, K. T., Bearden, W. O., & Hunter, G. L. (2001). Consumers' need for uniqueness: Scale development and validation. Journal of Consumer Research, 28(1), 50-66. doi:10.1086/321947   DOI
68 Veblen, T. B. (1899). The theory of the leisure class. Boston: Houghton Mifflin.
69 Wiedmann, K.-P., Hennigs, N., & Siebels, A. (2009). Value‐based segmentation of luxury consumption behavior. Psychology & Marketing, 26(7), 625-651. doi:10.1002/mar.20292   DOI
70 Lee, G.-N., & Shin, S.-Y. (2012). Purchase behaviors on imported fashion luxury brand's bag according to the types of consumption values of female consumers in 20's and 30's. Fashion & Textile Research Journal, 14(4), 554-566. doi:10.5805/KSCI.2012.14.4.554   DOI
71 Levy, S. J. (1959). Symbols for sale. Harvard Business Review, 37(4), 117-124.
72 Lee, J.-Y., & Oh, K.-Y. (2016). The segmentation strategic of Mongolia market through the relation analysis among life style, personality, and consumption type. Journal of Product Research, 34(5), 41-49.
73 Lee, O.-H. (2005). A study on the Japanese female college students' lifestyle and clothing benefits sought. The Research Journal of the Costume Culture, 13(6), 857-870.
74 Lee, S.-H. (2000). A study on conspicuous consumption and clothing shopping motives according to life style. The Research Journal of the Costume Culture, 8(6), 842-852.
75 Malar, L., Krohmer, H., Hoyer, W. D., & Nyffenegger, B. (2011). Emotional brand attachment and brand personality: The relative importance of the actual and the ideal self. Journal of Marketing, 75(4), 35-52. doi:10.1509/jmkg.75.4.35   DOI
76 Mass market: Consumers revel in the influx of high-end retail, but room for growth remains. (2013). In The Report: Mongolia 2013 (pp. 161-162). Oxford Business Group, Retrieved June 1, 2018, from https://oxfordbusinessgroup.com/overview/mass-market-consumers-revel-influx-high-end-retail-room-growth-remains
77 Odbayasal, B., & Kang, D. (2017). Mongolian lifestyle types and characteristics. Journal of Business, 2(1), 23-28. doi:10.31152/JB.2017.05.2.1.23   DOI
78 Only the best: High-end shopping is coming into its own in the capital. (2012). In The Report: Mongolia 2012 (p. 147). Oxford Business Group, Retrieved June 1, 2018, from https://oxfordbusinessgroup.com/analysis/only-best-high-end-shopping-coming-its-own-capital