Effect of Brands on Consumers’ Buying Behaviors of Clothes Part 2: Some factors affecting the reason why working women want the famous brand of bags

Abstract

Present paper aims to make it clear what kind of brand-name bags working women possess and what kind of factor affects brand-name bags which working women wish to possess. For this purpose, authors have used factor analysis. The main results are as follows: 1) The brand-names of bags which working women really possess are YURIE NITANI, HERMES, FENDI, marie claire, etc. 2) Brand-names of bags which working women wish to possess are CHANEL, LOUIS VUITTON, PRADA, Salvatore Ferragamo, FENDI, etc. 3) The results of X2 test indicates that significant differences are found between symbols (+, −) of factor scores and place of employment, and brand-names which working women possess and wish to possess. 4) There are three factors affecting brand-names which working women wish to possess: “gorgeous-simple”, “topical-practical”, and “self-oriented —others-oriented”. Authors consider the relationship among these factors and places of employment and brands which working women wish to possess. 5) It is revealed that advertising activities by brand-name companies which give working women information about their brands. 6) There are common factors between brand-names of bags which working women really possess and those which working women wish in their mind to possess. © 1997, The Japan Research Association for Textile End-Uses. All rights reserved.