Survey Results

Key Figures

The data from 29 respondents of Google form.

Nationality Ages Income (USD/Annual)

More than half of respondents are from Taiwan. Most respondents fit in the 20~30 years old range and 93.1 % people are single. 82.8% of respondents are familiar with Cartier, but only 24.1% had purchased from Cartier before. There were 79.3% of respondents dreaming of owning products from Cartier. Of those who had purchased Cartier before, 50% purchased new, 25% were gifted and 25% purchased secondhand. 82.8% prefer to shop in-store/ boutique and 10.3% preferred shopping through the brand’s website and only 3.4% through third-party retailers. 3.4% preferred shopping through social media. Also, 65% of respondents’ income are 0~25000 USD annual, 24% of respondents' income are 25000~50000 USD, only 3.4% of respondents’ income are 500000 USD above.

OPEN ANSWER

From left to right with pink being the most popular response and green being the least. The results from the survey showed most respondent’s association of luxury with expensive, lifestyle, excellence and exclusivity. It is important to note that the majority of responders were in their early 20s and their income was a student which explains their focus on price, lifestyle exclusivity and excellence in relation to luxury as a concept and also as the main barrier to purchasing Cartier. Cartier was mostly associated with heritage and the panther. Also, Wedding ring and Wallis Simpson are the iconic elements of Cartier that respondents noticed. Additionally, not all responders dreamt of owning Cartier but those who did mostly noted their jewelry and watches. Also watches and jewelry are the most wanted items for all respondents. Unfortunately, there were a high number of responses that haven't purchased items from Cartier because of the price point but with a high desire of owning Cartier items in the future.