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Titre : |
The psychology of Luxury Consumption |
Type de document : |
Mémoire |
Auteurs : |
Pauline GORGUET, Auteur |
Année de publication : |
2019 |
Importance : |
26 p. |
Note générale : |
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Langues : |
Anglais (eng) |
Mots-clés : |
Management INDUSTRIE DU LUXE SECTEUR ; MARQUE ; CONSOMMATION ; CONSOMMATEUR
|
Résumé : |
The Gucci brand is subject to numerous counterfeits. Nevertheless, in recent years, it has become the best-selling and best-known luxury brand in the luxury market! Indeed, in 2018, it was recognized as the fastest growing luxury brand (+ 30% Interbrand, Lyst), and the most consumed by millennials. The digital natives are very different from previous generations: they clearly contribute to the growth of luxury consumption and they expect a lot from the brand’s behaviors. It seems interesting to me to discuss how Gucci managed to reach the millennials and why they are consuming this brand today. This seminar paper examines the psychology of luxury consumption applied to the luxury brand Gucci. Two main topics are explored: i) who are the consumers of the brand and ii) why do they consume these products. In order to answer my problematic “What motivates people to buy Gucci and who are these consumers?”, my seminar paper is organized in different sections: The first chapter which explore the luxury’s sector and the history of the brand Gucci, is followed by a second chapter, the literature review, which covers the luxury consumption during time and the reasons for its consumption. In this chapter, an overview of Gucci's consumers, past and present, will be given. The Third Chapter will be the data collected and the data analysis of my seminar paper. I made primary and secondary data researches to know how people perceive the consumption of the brand Gucci and what are their motivation to consume it. I also want to know who the consumers are today, and that’s why I also made a quantitative research to understand the needs and expectations of the consumers. I really want to know how Gucci have such a high growth since few years, even though it is one of the most counterfeited brands. |
Note de contenu : |
PGE: Bibliogr.P. 23-25 |
Programme : |
PGE-Rouen |
Spécialisation : |
Marketing |
Permalink : |
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