How Consumers Make Purchase Decisions? - Hansaward, Vilawan
32,99 €
inkl. MwSt.
Versandkostenfrei*
Versandfertig in 6-10 Tagen
  • Broschiertes Buch

There are many reasons why consumers decide to buy luxury goods today, some as an investment, some to reflect status and wealth, while others aim to enhance their quality of life by surrounding themselves with desirable objects. This research looks to identify and understand the 'tangible' and 'intangible' trends of buying high-end luxury goods. This work can help practitioners communicate the essence of their products and/or services in alignment with the end-consumers 'rationale' for purchasing. Consumer Perceived Value is used to rationalise the characteristic features. This paper looks at…mehr

Andere Kunden interessierten sich auch für
Produktbeschreibung
There are many reasons why consumers decide to buy luxury goods today, some as an investment, some to reflect status and wealth, while others aim to enhance their quality of life by surrounding themselves with desirable objects. This research looks to identify and understand the 'tangible' and 'intangible' trends of buying high-end luxury goods. This work can help practitioners communicate the essence of their products and/or services in alignment with the end-consumers 'rationale' for purchasing. Consumer Perceived Value is used to rationalise the characteristic features. This paper looks at the stereotypes of 'luxury' and 'premium' goods as separate categories. This provides a background to the main focus of this research by identifying the complex emotional and pragmatic impulses to buy for 'profit' or for 'pleasure'. Three social workshop experiments have been conducted to explore if providers today have been targeting their audience effectively when it comes to communicatingcharacteristics like material value, rarity, heritage and craftsmanship. Finally, this research gives suggestions for equating prominence of a product when different people perceive luxury in many ways.
Autorenporträt
Her excellent educations include a Master of Design in Innovation and Creativity, a Bachelor¿s degree in Communication Management, and successful completion of numerous marketing, communications, brand development, product branding, product development, and related industry seminars and studies.