Research Article

Factors Influencing Customer Satisfaction towards Luxury Clothing: Quiet Luxury and Logomania among Filipino Millennials

Authors

  • Sophia Mae Dealca Marketing Department, College of Commerce and Business Administration, University of Santo Tomas, Manila, Philippines
  • John Rafael D. Estrera Marketing Department, College of Commerce and Business Administration, University of Santo Tomas, Manila, Philippines
  • Christian Lloyd L. Tibalao Marketing Department, College of Commerce and Business Administration, University of Santo Tomas, Manila, Philippines
  • Francis Lawrence B. De Jesus Marketing Department, College of Commerce and Business Administration, University of Santo Tomas, Manila, Philippines

Abstract

People get a variety of advantages and pleasures by wearing luxurious clothing. Apparently, Millennials are anchored towards "Conspicuous Consumption," which leads them to spend heavily on clothing that displays power on their character. Considering that 41.9% of Filipino Millennials belonging to social classes A, B, and C1 are in Metro Manila, this generation group is one of the most significant consumers contributing to luxurious purchases. This study identifies the significant difference in the motivation for luxury clothing of the respondents when grouped according to a.) social status b.) Manner of procuring luxury items & c.) location of the purchasing customer. By employing the mixed method using an online survey questionnaire, this study was able to identify the different motivational factors that drive consumers to buy luxury clothing regardless of its high cost. The data are analyzed using descriptive and inferential statistics to assess the respondents' level of agreement on independent and dependent variables. At the end of this study, the researchers would distinguish the characteristics of individuals who prefer to buy Loud Luxury (Logomania) and Quiet Luxury of Filipino Millennials.

Article information

Journal

Journal of Business and Management Studies

Volume (Issue)

4 (2)

Pages

313-333

Published

2022-04-21

How to Cite

Dealca, S. M., Estrera, J. R. D. ., Tibalao, C. L. L., & Francis Lawrence B. De Jesus. (2022). Factors Influencing Customer Satisfaction towards Luxury Clothing: Quiet Luxury and Logomania among Filipino Millennials. Journal of Business and Management Studies, 4(2), 313–333. https://doi.org/10.32996/jbms.2022.4.2.25

Downloads

Keywords:

Conspicuous Consumption, Customer Satisfaction, Luxury, Millennials, Personal Preference, Luxury Clothing, Logomania, Quiet Luxury