| dc.description.abstract | The development of economic combine with the young population create a strong
retail environment, particularly in luxury items market. Especially, the Vietnamese
garment market tends to boom strongly in the near future. Vietnam's economy is
considered to be a positive prospect in recent years, so this is a potential market for all
major fashion houses worldwide in general. For the last eight years, many exclusive
wear brands have shown up in Vietnam and achieve seriously great succeed but still
remain some challenges especially Dior brand.
Firstly, beginning with the common base, fashion consumption is increasing
significantly because fashion has become a basic necessity of all people like food.
Today's fashion is not only for women but also for men and children. The proper
dress is not just a function that has turned into fashion. With a better life, people can
afford to pay for better, more valuable, quality products for themselves. The
competition between brands at home and abroad is indispensable in this potential
market. Secondly, a series of fake brand names started to grow in popularity, so the
lack of understanding and information on luxury fashion items brought with it many
disadvantages. This is also a challenge for the Vietnamese market. Therefore, the
purpose of this study was to find out the overall thinking and the important factors
that affect the attitude of buying luxury fashion of people with many famous brands in
general and Dior in particular.
In the literature review, the conceptual model by Bopeng Z. and Jung-Hwan K.
(2012) is applied and developed in this study. Moreover, the theory will be listed and
then offer hypothesizes in order to gain the purpose of this research. This study will
show the factors that affect the customer and the relationships between those factors
and the attitude and intentions of the customer.
Finally, the author has chosen to use the quantitative method to apply in this study
with 400 valid responses. Furthermore, all valid answers will be included in the SPSS
and AMOS software for processing and analysis. Among of five factors affecting
x
attitude and purchase intent, there is only one factor (Fashion Involvement) which is
rejected. This shows that for each different market, the factors can also change. The
limitations of this study will also be mentioned in the last section. It will also give
some insights, practical implications, some suggestions for Dior fashion and some
recommendations for further researchers. | en_US |
