Consumer buying behavior of luxury branded good / Darel Nicol Luna Agam … [et al.]
Consumers make many buying decisions every day decisions are the focal point of a marketer's effort. Marketing stimuli consist of four Ps, which are product, price, place, and promotion. Consumer purchases are strongly influenced by cultural, social, personal, and psychological characteristic...
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| Main Authors: | , |
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| Format: | Student Project |
| Language: | en |
| Published: |
2013
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| Subjects: | |
| Online Access: | https://ir.uitm.edu.my/id/eprint/47188/1/47188.pdf https://ir.uitm.edu.my/id/eprint/47188/ |
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| Summary: | Consumers make many buying decisions every day decisions are the focal point of a marketer's effort. Marketing stimuli consist of four Ps, which are product, price, place, and promotion. Consumer purchases are strongly influenced by cultural, social, personal, and
psychological characteristics (Azuma & Fernie, 2003). The luxury sector targets its products and services at consumers at the top-end of the wealth spectrum (Mansharamani & Khanna, 2008). These self-selected elites are more or less price-insensitive and choose to spend their time and
money on objects that are plainly opulence rather than necessities (Mansharamani & Khanna, 2008). For these reasons, luxury and prestige brands have for centuries commanded an unwavering and often illogical customer loyalty. |
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