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Age-based consumers segments and perceptions towards accessible luxury goods: an empirical investigation comparing four different ages
Journal Title: MERCATI E COMPETITIVITÀ 
Author/s: Giovanni Mattia 
Year:  2010 Issue: Language: Italian 
Pages:  23 Pg. 51-73 FullText PDF:  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, Age-based consumers segments and perceptions towards accessible luxury goods: an empirical investigation comparing four different ages in "MERCATI E COMPETITIVITÀ" 3/2010, pp. 51-73, DOI:10.3280/MC2010-003006

   

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