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ROLE OF CORPORATE LEADERSHIP AND INNOVATION CLAIMS ON CONSUMER PERCEPTION OF PREMIUM PRODUCTS

ALEX GOFMAN

Moskowitz Jacobs Inc., 1025 Westchester Ave., White Plains, NY 10604, USA

Corresponding author.

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MARCO BEVOLO

Jan van Eyckgracht 116, 5645 LG Eindhoven, The Netherlands

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, and

HOWARD R. MOSKOWITZ

Moskowitz Jacobs Inc., 1025 Westchester Ave., White Plains, NY 10604, USA

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https://doi.org/10.1142/S1363919609002467Cited by:4 (Source: Crossref)

Abstract

The paper summarizes the results of a fundamental research project to understand the perception of high-end products by consumers. The first part consisted of a series of in-depth qualitative interviews with over 75 global leaders of luxury and premium companies, star designers and thought leaders. The analysis of the collected data identified five dimensions of high-end offerings, with each dimension having a unique set of four factors. The second part included a massive quantitative (based on Rule Developing Experimentation) survey conducted in the US, UK, Italy and China with about 1800 qualified middle- to upper-class respondents participating in a total of 20 distinct conjoint-based surveys to discover the driving forces behind their perceptions of high-end products. This paper considers in depth one of the five dimensions — leadership and innovation. The analysis of the quantitative part includes mind-set segmentation and demographic subgroups. The research addresses one aspect of today's big question: "How can global brands migrate from being cost-driven commodities to higher margins and profits?" The answer is in the high-end.

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