Inconspicuous luxurythe meanings underlying younger generations’ consumption

Resumo

The primary purpose of this research is to get insight into the preferences of luxury customers who prefer items with less visible brand indications. It is the purpose of this research to examine how consumers build meaning around their inconspicuous luxury purchasing, what desires they wish to fulfil, and what sentiments they link with their purchase. It focuses on the Millennial and Generation Z generations because of their growing relevance in the luxury industry. To obtain information and gain insight into the topic, both quantitative and qualitative research methods were used. The result is that these generations desire items in the luxury market that are simplistically sophisticated and high-quality; they enjoy the experiential side of luxury and spend time researching before making purchases. They believe luxury can be enjoyed without the approval of others and desire luxury to express their identity and mark achievements. They attach emotional connections to products but understand that there are symbolic meanings beyond their price.

Ficha do documento

Tipo

Dissertação

Ano

2022

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Inglês

Acesso

Acesso aberto

Identificador

oai:repositorio.fgv.br:10438/31926

Palavras-chave

Luxury consumerInconspicuous consumptionMarketingConspicuous consumptionConsumidor de luxoConsumidor inconspicuoConsumo inconspicuoConsumo conspicuoMercado de luxoAdministração de empresasObjetos de luxo - ComercializaçãoComportamento do consumidorConsumidores jovens