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Titre : |
How do the French Generation Z perceive conspicuous consumption consumers? |
Type de document : |
Mémoire |
Auteurs : |
Eugénie GUESSANT, Auteur |
Année de publication : |
2020 |
Importance : |
26 p. |
Note générale : |
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Langues : |
Anglais (eng) |
Mots-clés : |
Management COMPORTEMENT DU CONSOMMATEUR ; INDUSTRIE DU LUXE SECTEUR
|
Résumé : |
The luxury consumers of tomorrow are the new generations, every luxury brand knows it. But what are Generation Z’s preferences towards luxury consumption? What kind of luxury goods do they appreciate?
The aim of this study is to provide a better understanding of how the French Generation Z perceive conspicuous consumption consumers. With the help of a comprehensive literature review, we were able to understand the consumers’ motives to purchase luxury goods which are among others the need for uniqueness, the willingness to belong to a group, the social consumption motivation… We mainly focused our research on consumers owning luxury goods due to conspicuous reasons.
For this study, a quantitative method was used with 170 questionnaires filled by French Generation Z consumers. The results were analysed using SPSS to test the hypotheses. Findings show that Generation Z has rather a negative image of conspicuous consumption consumers, they perceive them as showing off, wanting to show their money, wearing these outfits to impress… |
Programme : |
PGE-Reims |
Spécialisation : |
Wine and Luxury Marketing |
Permalink : |
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