DefinePK

Research Objective

To empirically investigate whether consumer perception of prestige value overshadows or positively influences product attributes and quality, and how purchase intention for masstige products is shaped by functionality, price, and exclusivity.

Methodology

Quantitative research using a positivist philosophy and deductive approach. Data was collected via online Likert scale questionnaires (31 items) distributed through social media. A purposive sampling technique was used, aiming for a sample size of 200. Smart-PLS structural equation modeling was employed for data analysis. The study focused on the Apple iPhone as a masstige product in Pakistan.

Methodology Flowchart

                        graph TD
    A["Data Collection via Online Questionnaires"] --> B["Data Screening and Filtering"];
    B --> C["Smart-PLS SEM Analysis"];
    C --> D["Hypothesis Testing"];
    D --> E["Results Interpretation"];
    E --> F["Conclusion and Recommendations"];                    

Discussion

The study found that for masstige products, perceived prestige value is a significant driver, positively influencing functionality, exclusivity, and price, and ultimately purchase intention. Similarly, perceived product quality positively impacts functionality, exclusivity, and price. However, contrary to some existing literature, perceived product quality and product exclusivity did not show a positive relationship with consumer purchase intention in this study. Functionality and price, however, were found to positively influence purchase intention. The findings suggest that while consumers associate prestige and quality with masstige products, the direct link to purchase intention is more nuanced, with functionality and price playing a more direct role.

Key Findings

- Perceived prestige value positively influences product functionality, exclusivity, and price.
- Perceived prestige value positively influences consumer purchase intention.
- Perceived product quality positively impacts product functionality, exclusivity, and price.
- Perceived product quality does NOT have a positive relationship with consumer purchase intention.
- Product functionality positively impacts consumer purchase intention.
- Product exclusivity does NOT have a positive relationship with consumer purchase intention.
- Product price positively impacts consumer purchase intention.

Conclusion

The research identifies a literature gap regarding how masstige marketing strategies can cater to the mass market, particularly the middle class seeking branded products at reasonable prices. It highlights key aspects for marketers to consider in positioning strategies, including perceived prestige value, perceived quality, exclusivity, functionality, and price. The study contributes to understanding masstige marketing in Pakistan, a growing market for such products.

Fact Check

- The study collected 177 usable responses out of an initial 200 target sample size after data screening.
- Two out of eleven hypotheses were rejected: perceived product quality's positive relationship with consumer purchase intention, and product exclusivity's positive relationship with consumer purchase intention.
- The study was geographically limited to Karachi, Pakistan.

Mind Map