Age-based consumers segments and perceptions towards accessible luxury goods: an empirical investigation comparing four different ages

Author/s Giovanni Mattia
Publishing Year 2010 Issue 2010/3
Language Italian Pages 23 P. 51-73 File size 952 KB
DOI 10.3280/MC2010-003006
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Researchers’ interest towards luxury sector is mainly focused on the as they say "inaccessible luxury", that is premium price brands "nd products with particular prestige. Minor attention is paid to the effects of "luxury democratization". The present study investigates how luxury perception tend to change according to different age-based consumers segments, the latter by utilizing products basically attributable to the concept of accessible luxury. A group of 22 luxury goods has been specifically selected to this purpose, and subsequently submitted to the comparative evaluation of a sample formed by 456 individuals aging from 18 to 55 years. The paper is divided into three sections: critical review of the existing literature; methodology and findings; conclusions, implications and research limits.

Keywords: Accessible luxury, age-based segmentation, luxury concept, accessible luxury goods price elasticity, luxury goods consumer profile, conspicuous consumption.

Giovanni Mattia, I segmenti generazionali e le percezioni nei confronti degli accessible luxury goods: una ricerca empirica su quattro differenti fasce di età in "MERCATI E COMPETITIVITÀ" 3/2010, pp 51-73, DOI: 10.3280/MC2010-003006