期刊名称：International Journal of Economic Practices and Theories
印刷版ISSN：2247-7225
出版年度：2012
卷号：2
期号：3
页码：143-152
语种：English
出版社：International Journal of Economic Practices and Theories
摘要：Due to frequent changes in the luxury sector but mostly to its specificity, the answers to two of the most important questions are still controversial: “who is the luxury consumer?”and “how he/she consumes? “. Conducting a study among young female luxury consumers, the main purpose of the paper was to identify the existence of significant differences in luxury products and services consumption. The TwoStep cluster analysis indicated a five cluster solution based on the categories of luxury consumed and the differences were significant as the segments vary from segments of consumers who have only luxury cosmetics/perfumes to segments of consumers who engage in consumption of almost all types of luxury. Unexpected luxury consumers were discovered, with family precarious financial situation that doesn’t stop them to desire and consume luxury – they may engage in trading-up or down actions, consume accessible luxury or even take part to the “sugar daddy” phenomenon. The study is unique by approach and brings significant contribution both to luxury literature and for the luxury business domain
