کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
10492968 940287 2016 9 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Where do consumers think luxury begins? A study of perceived minimum price for 21 luxury goods in 7 countries
ترجمه فارسی عنوان
مشتریان کجا فکر می کنند که لوکس شروع می شود؟ مطالعه قیمت حداقل قیمت در نظر گرفته شده برای 21 کالای لوکس در 7 کشور
کلمات کلیدی
لوکس، ادراک قیمت مصرف کننده، توزیع غیر منطقی، لوکس جدید، "مبارک بسیاری"،
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار و مدیریت بین المللی
چکیده انگلیسی
Downward extensions fuel the continuous growth of the luxury sector and the introduction of product lines at accessible prices. Does this blur the traditional concept of luxury associated with expensiveness? Focusing on consumers' perception of the minimum price for a luxury product in 21 categories and seven countries (n = 8376), an extreme dispersion across consumers occurs in terms of where luxury begins, with a large majority citing very low price frontiers. Also, each consumer provides consistent answers about the different categories. Such answers indicate that today expensiveness is a relative concept, as is luxury more generally. The degree of immersion in luxury and financial resources influences the luxury price frontier of each consumer. These results suggest a continuum from the “happy few” to the many less privileged. This extreme heterogeneity across consumers is good news for luxury groups. Such heterogeneity offers a large choice for development strategies from traditional luxury to the new luxury.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 69, Issue 1, January 2016, Pages 332-340
نویسندگان
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