University of Saint La Salle

Market Research to for Gucci Luxury Goods in Bacolod City

ABSTRACT



QUAN TANG, Market Research to Determine demands of Gucci Luxury Goods in Bacolod City. Master in Business Administration, University of St. La Salle, Bacolod, April 2008.
This study focused on a market research program for determine the market demands of Gucci brand luxury goods in Bacolod City. The main reasons why I have chosen this topic �Market Research to Determine demands of Gucci Luxury Goods in Bacolod City� for my project paper are the followings:
Strong and competitive luxury market is one of the essential parts of well-developed market economy. How to reach well-developed luxury consumption market is a complex problem that the economy of fast development countries such Philippine is facing now.
Having studied previous researches regarding luxury goods market of Philippine and the role of marketing in development of luxury business I concluded that there are huge potentials for growing in luxury consumption market which have not learned yet.
As a second largest luxury brand, Gucci group is strong growing and extending around world. In Philippine market, Gucci Makati store have been a successful case in local luxury market. In the role of demonstrate the impacts of a foreign luxury conglomerate such as Gucci Group how to development luxury consumption market in a development country, I develop this study in order to well define the potentials of Gucci luxury goods market development in Bacolod city.
The purpose of this study is intending to clear demonstrate the potentials of market demands for Gucci luxury goods in Bacolod City.
This research both used descriptive quantitative method. Survey technique used to conduct a quantitative study. Primary data collected through questionnaire.
The study results show that there is a potential demand for Gucci luxury goods in Bacolod market, this demand depend on the factors such as consumer age, gender, education, family income and residence, but not on civil status. The demand on Gucci luxury goods is proportional distributed by product styles.
This study is the fulfillment of the requirements for the degree Master in Business Administration.