• Driving forces for purchasing luxury fashion and lifestyle goods among Millennial and Gen Z consumers  

    Thank you for participating!

  • I would like to invite you to participate in this questionnaire which is part of a research study for my MSc in Marketing at the University of London. To make an informed decision on whether you want to take part in this study, please take a few minutes to read through the project information and indicate your consent to complete the questionnaire. 
     
    What is the purpose of the study?
    This research study is looking at the factors that drive Millennial and Gen Z consumers to purchase luxury fashion and lifestyle products. The questions you will be asked throughout the questionnaire will be focused around how and why you make fashion and lifestyle purchases and what motivating factors are likely to drive you to make these purchases.
     
    For this study, fashion and lifestyle products include items such as clothing, beauty and wellness products, home goods, stationary, fragrance etc.
     
    What is required to take part?
    If you agree to take part, you will be asked to complete 17 questions about your purchasing behaviors and motivators when you buy fashion and lifestyle products. The survey will take approximately 10-15 minutes to complete.  
     
    What are my participation rights?
    Participation in this research guarantees the right to ask questions about how your data will be handled and about the study itself, the right to confidentially and anonymity, the right to refuse to answer questions, and to be given access to a summary of the findings after the project is complete.
     
    If you would like to ask any questions about the survey or project or would like to receive a summary of the survey results when the project is complete, please email me at: al430@student.london.ac.uk.
     
    What will happen to my responses to the study?
    Data collected in this study will be analysed and presented in aggregate from for the purpose of completing the Marketing Research and Analytics course as a part of the MSc in Marketing at the University of London.
     
    Will my responses and information be kept confidential?
    All information will be treated with the strictest confidence throughout the study. All information will be kept in secure folders on a password protected computer. Access to such information will only be allowed to the researcher and research supervisor.
     
    What are the possible risks to taking part?
    There are no risks involved in taking part in this research.
     
    Any further questions?
    If you have any questions or require more information about this study before or during your participation, please contact me by email at: al430@student.london.ac.uk.
     
    For information about the University of London’s data protection policy please visit: http://www.bbk.ac.uk/about-us/policies/privacy#7 

     

    Prior to completing the questionnaire, please check the boxes below to indicate that you consent to participation.

  • 1. What age group are you in?
  • 3. What was your personal income in the past year?
  • 4. How much research do you conduct on average about the product, category and/or brand when making a fashion or lifestyle purchase?
  • 5. On average, what percentage of all your fashion and lifestyle purchases do you make in-person (e.g, at a retail store)?
  • 6. Are you more likely to purchase fashion and lifestyle items that are:
  • 7. How likely are you to consider purchasing a fashion or lifestyle item that you have learned about from seeing a branded advertisement (e.g., a social media ad, a magazine ad, a television commercial etc.)?
  • 8. Would you be likely to purchase a fashion or lifestyle item that you have learned about from an influencer or social media? (Note that an influencer is defined as a person with the ability, and/or a large following, to influence potential buyers of a product or service by promoting or recommending items on social media)
  • 9. On average, in a 1-year period, how often do you purchase fashion or lifestyle products from luxury brands (luxury brands are defined as an expensive product or service that is provided by a company with a reputation for being expensive or high quality, example brands include Gucci, Yves Saint Laurent, Prada, Dior etc.)
  • 10. If money or other factors were not an obstacle from purchasing luxury goods, which of the following brands would you want to purchase an item from?
  • 12. How important is social status to you when purchasing fashion or lifestyle items?
  • 13. How important is self-expression to you when purchasing fashion or lifestyle items?
  • 14. How important is product quality to you when purchasing fashion or lifestyle items?
  • 15. How important are environmental or sustainability concerns to you when purchasing fashion or lifestyle items?
  • 16. How important is brand reputation to you when purchasing fashion or lifestyle items?
  • 17. How important are other people's reviews and/or opinions to you when purchasing fashion or lifestyle items?
  • Should be Empty: