Trading Up to New Luxury Brands
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- Date Submitted: 12/26/2010 08:09 AM
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GIMPA MBA COURSE: MARKETING MANAGEMENT (GMBA 606)
INDIVIDUAL ASSIGNMENT ONE: CASE 6-“TRADING UP” TO NEW LUXURY BRANDS
QUESTION ONE. ARE YOU A COCNSUMER WHO TRADES UP TO NEW LUXURY BRANDS? THINK OF AN ITEM YOU OWN THAT IS H.IGH END IN ITS CLASS. IT MIGHT BE AN IPOD, A COMPUTER OR PERHAPS A BICYCLE. DO TOU CONSIDER THIS ITEM TO BE A NEW LUXURY BRAND? EXPLAIN WHY OR WHY NOT
Answer to question one
Yes, I trade up to New Luxury Brands. I have just bought a new HP Laptop (G72) personal computer. I consider it a New Luxury Brand because it provides me with higher utility levels of quality, taste and aspiration. Its accessories and features like the Bluetooth, web cam and wide screen (17.5”) get me so emotionally attached to it such that I carry it along almost ever where I go.
Furthermore, considering its price relative to other Laptop PC brands in the same category, it is not so expensive so as to out of reach. I observed that a lot of young professionals own it.
QUESTION TWO. DO YOU BELIEVE THE AUTHORS OF THE BOOK WHEN THEY SUGGEST THAT MORE AND MORE CANADIANS CONSUMERS ENGAGE IN TRADING UP BEHAVIOUR? WHAT ITEMS DO YOU OWN THAT YOU HAVE TRADED UP FOR? WHAT PRODUCT CATEGORIES DO YOU TRADE DOWN ON?
Answer to question two
It is difficult to make a categorical statement on whether or not more and more Canadians consumers engage in trading-up behaviour. The case does cite any research and the elements that were considered in arriving at this suggestion. But if in reality a research was conducted and it came out that more and more Canadian consumers are willing, even eager to pay a premium price for remarkable goods and services in categories that are important to them and for which reason they choose the low-cost alternative in product categories that are of little importance to them, then I can assert they engage in trading up behaviour.
I trade up on my Laptop, Home Theatre, made in UK Shirts and Ties whilst trading down on kitchen wares,...
INDIVIDUAL ASSIGNMENT ONE: CASE 6-“TRADING UP” TO NEW LUXURY BRANDS
QUESTION ONE. ARE YOU A COCNSUMER WHO TRADES UP TO NEW LUXURY BRANDS? THINK OF AN ITEM YOU OWN THAT IS H.IGH END IN ITS CLASS. IT MIGHT BE AN IPOD, A COMPUTER OR PERHAPS A BICYCLE. DO TOU CONSIDER THIS ITEM TO BE A NEW LUXURY BRAND? EXPLAIN WHY OR WHY NOT
Answer to question one
Yes, I trade up to New Luxury Brands. I have just bought a new HP Laptop (G72) personal computer. I consider it a New Luxury Brand because it provides me with higher utility levels of quality, taste and aspiration. Its accessories and features like the Bluetooth, web cam and wide screen (17.5”) get me so emotionally attached to it such that I carry it along almost ever where I go.
Furthermore, considering its price relative to other Laptop PC brands in the same category, it is not so expensive so as to out of reach. I observed that a lot of young professionals own it.
QUESTION TWO. DO YOU BELIEVE THE AUTHORS OF THE BOOK WHEN THEY SUGGEST THAT MORE AND MORE CANADIANS CONSUMERS ENGAGE IN TRADING UP BEHAVIOUR? WHAT ITEMS DO YOU OWN THAT YOU HAVE TRADED UP FOR? WHAT PRODUCT CATEGORIES DO YOU TRADE DOWN ON?
Answer to question two
It is difficult to make a categorical statement on whether or not more and more Canadians consumers engage in trading-up behaviour. The case does cite any research and the elements that were considered in arriving at this suggestion. But if in reality a research was conducted and it came out that more and more Canadian consumers are willing, even eager to pay a premium price for remarkable goods and services in categories that are important to them and for which reason they choose the low-cost alternative in product categories that are of little importance to them, then I can assert they engage in trading up behaviour.
I trade up on my Laptop, Home Theatre, made in UK Shirts and Ties whilst trading down on kitchen wares,...