Consumer behaviour: Luxury buying

 

This article discusses how marketers of luxury products and services can survive in a downturn. There are three main types of luxury buyer: empty-nesters (over-55, baby boomer couples); successful ma ...

The decadent world of luxury isn't obviously aligned with the green movement. However, this paper argues that many longstanding values of luxury brands, such as provenance and sustainability, have bec ...

This article describes how India's share of the global market for luxury products is small but growing. Points discussed include rapid growth of the affluent middle class; growth of lifestyle media, a ...

In this article, Craig Kleber, planning director for Y&R Wunderman in Irvine South California, discusses the success of British luxury car marques - Rolls-Royce, Bentley, Aston Martin, even Range Rove ...

Glyn Atwal, assistant professor of marketing at ESC Rennes School of Business, and Alistair Williams, professor of marketing at Johnson & Wales University US, argue that the battlefield for luxury goo ...

Daniel Dumoulin, co-founder and director of Sundance Brand Agents, analyses the constantly changing perception of luxury and luxury goods, and sees a world in transition. Using many examples, he argue ...

Milton Pedraza, founder and CEO of the Luxury Institute, reports on the findings of a survey of the wealthy - Enhancing the Customer Experience of the Wealthy. He reveals that the internet is by far t ...

Sanjay Nazerali, founder of The Depot, argues that luxury marketing is about to experience a seismic change. While emerging markets such as China and India will keep traditional luxury brands buoyant, ...

In this introduction to Admap's focus on marketing luxury (March 2007), Roderick White discusses what makes a luxury product or experience, and what brands can do to maintain their exclusive status. H ...

Using the fast-growing, affluent masses of India as an example, Shaziya Khan, vice president and strategic planning director at JWT, addresses the paradox of how to market 'exclusive', luxury brands ( ...

The diamond industry is in a crisis, billions of pounds in debt and with both prices and demand largely static. Despite the best efforts of industry giant De Beers to reverse this trend, this article ...

Craig Kleber, planning director at Y&R and Wunderman in Irvine, California, discusses the issues involved in the question 'how do wealthier people buy luxury cars?' He concludes that traditional buyin ...

This paper demonstrates how improved purchasing power has produced an 'elite' group of consumers in the markets of Central and Eastern Europe. A new regional socio-economic classification developed us ...

The paper shows two different sides of state-of-the-art qualitative market research and consulting: elucidating the impact of Constructivism on qualitative market research and its implication for the ...

As marketing-related literature shows, luxury-brand marketing to the segment of personally oriented consumers has not been investigated to a full extent, rendering it difficult to base marketing strat ...

Pamela Danziger, founder of Unity Marketing, reports on research into the factors that influence purchasing of luxury brands. Surprisingly this indicates that the brand name is not the key influence ...

What academics have been calling 'the democratisation of luxury' represents a profound shift in consumer behaviour that is going to fundamentally affect the way brands in certain categories are market ...

Understanding trends in youth markets is challenging due to the dynamism and fluidity of consumer attitudes. This paper aims to outline how a bricolage approach using creative methodologies can help u ...

Caroline Vogt and Shifra Steinberg describe a research project undertaken by Times Newspapers and Red Media to help understand consumers who purchase premium brands – who they are, what motivates them ...

Marketing luxury goods is a paradox. Managers want a certain level of diffusion for their brand in order to achieve success in the marketplace; yet, if their brand is overdiffused, it loses its luxury ...

This paper examines impulse buying resulting from depletion of the common but limited resource that governs self-control. Experimental subjects whose resources were depleted felt increased urges to bu ...

A comprehensive understanding of consumer satisfaction can best be obtained by including both consumer and product factors in the product evaluation process. The research focuses on one particular con ...

The authors’ aim was to investigate the relationship between wine drinkers’ product involvement and their engagement with wine quality. Higher-involvement drinkers seemed more inclined to conceptualis ...

Previous research has examined consumers’ use of self-control to avoid temptations such as overspending and smoking. In this research the authors investigated a form of self-control whereby consumers ...

Previous research suggests that the self image/product image congruity (commonly known as self-image congruence) can affect product preference and purchase intentions. Using the UK precious jewel mark ...