There is a perceived notion in the society that all women regardless of their age, have a passion for handbags, and can sacrifice a lot of items including some necessities to save in order to purchase their preferred handbag brands. Owning an expensive handbag for women nowadays triggers a gratifying experience the same way by which owning an expensive jewelry does. Expensive handbags provide women with a feeling of pride as they get associated with a renowned fashion designer. An outfit matched with their preferred designer handbag complements their appearance. As a result, many fashion companies such Hermes and Channel also deals with handbags. The purpose of conducting this research is to assess the impact of lifestyle on influencing women to buy expensive handbags.
Research objectives
i. To determine the perception of women on expensive designer handbags
ii. To investigate the role of lifestyle in influencing women to purchase expensive designer handbags
Research questions
i. What is the perception of women towards expensive designer handbags?
ii. What is the role of lifestyle in influencing women to purchase expensive handbags?
Research Methodology
Research methodology refers to the work plan on how the research will conduct the research. The researcher will use a variety of research methods and instruments to conduct this research.
Research design
The researcher will employ an exploratory research design in this study. An exploratory design was found appropriate for this study because the popularity of expensive handbags among women is a relatively new lifestyle trend in the society; hence it has not very thoroughly researched on.
Sampling
The researcher will use the stratified random sampling method in this study. This sampling method was preferred in order to allow the researcher to group the women into various age groups, to assess their preference for expensive handbags.
Research instrument
The main research instruments to be used in this study are questionnaires and interview schedule
Data collection
The data will be collected from both primary and secondary sources. The primary data collection method will include interviews, questionnaire administration and focus group discussion. Secondary data will be collected from the books, journals, research papers, dissertations and from the internet.
Data analysis and presentation
The collected data will be analyzed using descriptive statistics like mean, frequencies and percentage, and then presented using tables, graphs and charts.
