Using AHP Method Exploring the Key Factors of Choosing to Buy Luxury Products in Flagship Stores with Experiential Marketing

Abstract

Aims: This study investigated the key factors of choosing to buy luxury products in luxury flagship stores based on the concept of experiential marketing. Study Design:  Survey design was used and the questionnaires were distributed to the consumers who had shopped bought luxury products in luxury flagship stores. A total of 30 questionnaires were distributed to the target audience and were all completed and returned. Place and Duration of Study: Survey design was conveniently sampled in Taiwan, starting from March 2015 to July 2015. Methodology: This study, based on the concept of experiential marketing, used Analytic Hierarchy Process (AHP) and Strategic Experiential Modules (SEMs) to explore the key factors of shopping in luxury retailers' flagship stores. Results: Based on the results of the study, the criteria have been ranked according to the following priorities: relate experience, sense experience, act experience, feel experience, and think experience. Furthermore, the best five sub-criteria are “reminder of social regulation and classification,’’ “attract my senses,” “think about actions and matters of behaviors,” “provide utilizable actions,” and “feel interesting.” Conclusion: Since the luxury industry has become a highly competitive market, it is relatively very important to know the demands of the consumers precisely and predict the requirements and the trends of the market. The study concluded that the “relate experience” is the main factor of choosing to buy luxury products in flagship stores. It is because owning boutique packages can reflect the owner’s social status. Luxury companies can create personal interaction with other consumers and sense of fulfillment in order to enhance the value of their products, their brands or their companies. The results of this study can provide the luxury enterprises to develop marketing strategy.