「奢侈平民化」帶動奢侈品牌年年高成長的業績，卻迫使品牌必須面對截然不同的消費者態度與品味。品牌欲持續保有強勢地位，必須了解奢侈在消費者心目中的意義以及消費者如何評估奢侈品牌。因此，本研究欲探討台灣精品消費者認知中構成品牌奢侈的因素，建構衡量品牌奢侈之量表，並以量表探討消費者購買經驗對奢侈認知之影響，及分析個別品牌的現況及優劣勢，研擬具體的競爭策略方向。 本研究選取五個奢侈品牌作為分析標的，進行實證研究，期望達到下列研究目的： (1)驗證品牌奢侈量表，建立評估奢侈品牌的管理工具； (2)探討不同奢侈品牌購買經驗之消費者對各品牌奢侈認知的差異性； (3)探討各奢侈品牌在消費者心目中的知覺定位，擬定未來的策略方向。 依本研究之目的，擬定研究架構及確立抽樣設計，並發放問卷收集消費者資訊。之後以二階驗證性因素分析檢驗品牌奢侈量表模式品質；再利用量表探討不同購買經驗對奢侈認知的影響；最後則以多元尺度分析進行知覺定位分析，經實證分析得到以下研究發現： (1)品牌奢侈包含知覺炫耀性、知覺獨特性、知覺品質、知覺享樂價值與知覺延伸自我等五個構面，其影響力依序排列為知覺享樂價值>知覺延伸自我>知覺獨特性>知覺炫耀性>知覺品質。 (2)台灣地區消費者於購買奢侈品牌之產品後，對品牌奢侈程度的認知無明顯地降低，對品牌的奢侈評價與無購買經驗者沒有顯著差異。 (3)各奢侈品牌的改善重點主要包括知覺品質、知覺享樂價值以及知覺獨特性等三項，其中知覺品質為市場最重要之關鍵因素。 根據實證分析之結果，衍生出許多的策略涵意，包括掌握關鍵因素、規劃競爭策略以及未來發展方向等，可以作為奢侈品牌改善或塑造奢侈形象及規劃策略方向的參考依據。 / “Luxury Democratization” brings great growth to the luxury goods market, but also forced these brands to confront consumers with different attitudes and tastes. As a result, it is critical for luxury brand managers to understand consumer’s perception of brand luxury in order to maintain the brands’ luxury image. This research focused on the confirmation of Brand Luxury Scale to understand Taiwanese cousumers’ perception of brand luxury. Based on the Scale, the influence of purchase experience to luxury perception was tested, and the competitive advantages of five luxury brands were analyzed. Competitive strategies of each brand were futher developed. Research was conducted by using five luxury brands and expected to achieve the following research purposes: (1)Confirm the Brand Luxury Scale to establish a managerial tool for brand luxuriousness evaluation; (2)Use the Brand Luxury Scale to evaluate the influence of purchase experience to luxury perception; (3)Use the Brand Luxury Scale to evaluate consumers’ perception of different brands, and seek to imply different competitive strategies for these brands base on the analysis. After the conduction of research framework, sampling design and data collection, Secondary Comfirmatory Factor Analysis was used to confirm the structure of Brand Luxury Scale. 1-Way ANOVA was used to test the influence of purchase experience to luxury perception. Finally, Multi-Dimensional Scaling Analysis was implied to analyze the perceptual position of each brand. The research findings are as below: (1)Brand Luxury is constructed by five dimensions: Perceived Conspicuousness, Perceived Uniqueness, Perceived Quality, Perceived Hedonic, and Perceived Extended-self. The order of dimensional influence is Perceived Hedonic> Perceived Extended -self> Perceived Uniqueness> Perceived Conspicuousness> Perceived Quality. (2)No difference in brand luxury perception between different purchasing experience consumers was found, showing that the perceptions of brand luxury of Taiwanese consumers’ remain unchanged after purchase. (3)Perceived Quality is the most important dimension of all, and the five luxury brands tested needs to improve in dimensions of Perceived Quality, Perceived Hedonic, and Perceived Uniqueness. According to the results, several managerial implications were derived, including key factors in marketing and competitive strategy of each brand. These strategies can be used in improving the performance of perceived luxuriousness of brand, enhancing brand luxury image, and planning the direction of luxury marketing and brand strategy.

The aim of the work – to propose the ways and means to increase the value of fresh meat to consumers The ways to increase perceived value of fresh meat and means to implement it is based on evaluation of the importance of perceived value factors of fresh meat to consumers. The importance of meat value creating and influencing factors was evaluate by determining the concept of perceived product value to consumers, by performing analysis of construct and management process of perceived value.

Submitted by Hugo de Andrade Lucatelli (h.lucatelli@hotmail.com) on 2017-06-10T00:54:14Z No. of bitstreams: 1 Tese_Hugo Lucatelli.pdf: 1969280 bytes, checksum: 7eca95ab0a82921b3b59ee3d58c073e0 (MD5) / Approved for entry into archive by Suzinei Teles Garcia Garcia (suzinei.garcia@fgv.br) on 2017-06-12T12:08:05Z (GMT) No. of bitstreams: 1 Tese_Hugo Lucatelli.pdf: 1969280 bytes, checksum: 7eca95ab0a82921b3b59ee3d58c073e0 (MD5) / Made available in DSpace on 2017-06-12T13:04:48Z (GMT). No. of bitstreams: 1 Tese_Hugo Lucatelli.pdf: 1969280 bytes, checksum: 7eca95ab0a82921b3b59ee3d58c073e0 (MD5) Previous issue date: 2017-05-23 / Paper I – The paper shows that in bundle markets, when a monopolist faces sizeable constraints on supply capacity, implementing a two-part tariff is the optimal strategy for the firm. This contractual design allows the firm setting the consumers’ consumption level at the firm’s desired point. In this scenario, it is expected the final tariff of the contract to be smaller than it would be in a fixed tariff contract, what lead to the entrance of more consumers in the market. This equilibrium improves the welfare of producers and consumers. Paper II – The aim of this work is to study the optimal pricing strategy of a firm that introduces a new product and competes by quality and price in a market. In this environment, prices are not only able to signal quality, but can also change the quality perceived by the consumers. This work analyzes the problem in a theoretical dimension in an environment where firms are aware of their ability to change the consumers experience with its pricing policy. The paper analyzes the model fit to the empirical literature. Paper III – The third essay of this thesis empirically analyzes the relationship between perceived quality and the elements which form the consumers’ satisfaction: prices, market competition and product/service intrinsic quality. Using Brazilian data on mobile telecommunications, this study estimated these relationships. We found a robust connection between prices and satisfaction, endorsing the results found to others markets by the literature. As was expected, competition also seems to promote better services supply, what translates into better consumers’ evaluations. Finally, services with better operational quality appear to have substantial better consumers' rating. These results are especially important for markets where consumers evaluate the whole experience of consuming the service, as we verified in the robustness test. The analysis also found some evidence of the existence of important infrastructure bottlenecks in the sector. In an environment where the telecommunication services tend to converge, with high probability of demand growth, network sizing problems could become relevant. / Ensaio I – O ensaio mostra que em mercados de pacotes, quando um monopolista enfrenta significativas restrições de capacidade de oferta, implementar contratos compostos por tarifas de duas partes é a estratégia ótima para a firma. Este desenho contratual permite a firma posicionar o nível de consumo dos consumidores no nível ótimo desejado. Neste cenário, espera-se que a tarifa final do contrato seja inferior à tarifa exercida em um contrato composto por uma tarifa fixa, o que implica na entrada de mais consumidores no mercado. Este equilíbrio melhora o bem-estar da firma e dos consumidores, de forma agregada. À luz do modelo apresentado, o trabalho discute o uso de franquias de consumo em contratos de provisão de internet fixa no Brasil. Ensaio II – O ensaio tem como objetivo estudar a estratégia ótima de preços de uma firma que introduz um produto novo em determinado mercado consumidor e compete em preços e qualidade em um ambiente onde os preços, não apenas sinalizam a qualidade do bem, mas também têm a possibilidade de alterar a percepção sensorial e a classificação de qualidade dos consumidores. Busca-se avaliar o problema em sua dimensão teórica, ao estudar o comportamento das firmas em um ambiente em que são conscientes quanto a sua capacidade de alterar a experiência dos consumidores e a sua reputação de mercado com a sua política de preços. O artigo avalia o ajuste do modelo a literatura empírica. Ensaio III – O terceiro ensaio da tese estuda, empiricamente, a relação entre qualidade percebida e os elementos formadores da satisfação do consumidor: preços, competição de mercado e qualidade intrínseca do produto ou serviço. Utilizando dados do mercado de telefonia móvel do Brasil, o trabalho estimou estas relações. Encontramos uma robusta associação entre preços e satisfação, em linha com os resultados estabelecidos pela literatura para outros mercados. Competição, como esperado, também parece promover a oferta de melhores serviços, o que se traduz em melhores avaliações dos consumidores. Por fim, serviços ofertados com melhor qualidade operacional apresentam sensíveis melhores notas dos usuários. Estes resultados são especialmente importantes em um mercado onde os consumidores avaliam toda a experiência de consumo com o serviço, conforme foi verificado no exercício de robustez deste artigo. O trabalho também encontrou evidências de que existem gargalos de infraestrutura importantes no setor. Em um ambiente onde há tendência de convergência de serviços de telecomunicações, com indicativo de crescente demanda, problemas de dimensionamento de rede podem se tornar relevantes.

Tesis por compendio / [ES] La tesis doctoral se enfoca en desarrollar un sistema de gestión de calidad para productos cárnicos, que integre la evaluación sensorial y los estudios de opinión de los consumidores, con el fin de maximizar la satisfacción del cliente de manera sostenida. A través del análisis de los atributos intrínsecos (como sabor, textura, apariencia, color y olor) y extrínsecos (precio, origen, método de producción y salud), se busca identificar qué aspectos valoran más los consumidores. Además, se emplean metodologías clásicas y novedosas para evaluar la percepción de los consumidores, contribuyendo a la diferenciación y competitividad en el sector cárnico. Los estudios también revelan cómo factores como el contenido de grasa y el tipo de carne influyen en la aceptación del producto, mostrando una correlación entre las evaluaciones sensoriales y los análisis instrumentales. / [CA] La tesi doctoral se centra en desenvolupar un sistema de gestió de qualitat per a productes càrnics, que integriel'avaluació sensorial i els estudis d'opinió dels consumidors, amb la finalitat de maximitzar la satisfacció del client de manera sostinguda. A través de l'anàlisi dels atributs intrínsecs (com el sabor, la textura, l'aparença, el color i l'olor) i extrínsecs (preu, origen, mètode de producció i salut), es pretén identificar quins aspectes valoren més els consumidors. A més, s'utilitzen metodologies clàssiques i innovadores per avaluar la percepció dels consumidors, contribuint a la diferenciació i competitivitat en el sector càrnic. Els estudis també revelen com factors com el contingut de greix i el tipus de carn influeixen en l'acceptació del producte, mostrant una correlació entre les avaluacions sensorials i els anàlisis instrumentals. / [EN] The doctoral thesis focuses on developing a quality management system for meat products that integrates sensory evaluation and consumer opinion studies, with the aim of maximizing customer satisfaction in a sustained manner. Through the analysis of intrinsic attributes (such as flavor, texture, appearance, color, and odor) and extrinsic attributes (price, origin, production method, and health), it seeks to identify which aspects consumers value the most. Additionally, both classic and innovative methodologies are used to assess consumer perception, contributing to differentiation and competitiveness in the meat sector. The studies also reveal how factors such as fat content and type of meat influence product acceptance, showing a correlation between sensory evaluations and instrumental analyses / Cardona Morales, M. (2025). Integración de la evaluación sensorial y de estudios de opinión de consumidores en un sistema de gestión de calidad de productos cárnicos [Tesis doctoral]. Universitat Politècnica de València. https://doi.org/10.4995/Thesis/10251/214735 / Compendio