Czy postrzeganie luksusu zależy od rynku? Wyniki międzynarodowych badań konsumenckich

• Autorzy: Beata Stępień , Henryk Mruk

Warianty tytułu

Does the Perception of Luxury Depend on the Market? Results of the International Consumer Survey

• Języki publikacji: PL

Abstrakty

Konsumenci dóbr luksusowych, kupując to samo w skali świata, kierują się często różnymi motywacjami i wyobrażeniami na temat wartości i znaczenia luksusu. Celem artykułu jest identyfikacja przejawów i przyczyn zróżnicowania postrzegania luksusu przez konsumentów pochodzących z tzw. młodych, rozwijających się rynków luksusu (z Polski, Turcji, Arabii Saudyjskiej i Portugalii) w porównaniu z opiniami konsumentów niemieckich (zaliczanych do tzw. starej kolebki luksusu). Bazą dla analizy są wyniki międzynarodowych ankietowych badań konsumenckich badających percepcję luksusu. Z przeprowadzonych analiz wynika, że podobieństwo psychograficzne konsumentów różnicuje percepcję luksusu w większym stopniu niż miejsce zamieszkania, wiek, płeć, wykształcenie czy rozporządzalny dochód. (abstrakt oryginalny)

EN

Consumers of luxury goods buying the same in the world are often driven by different motivations and ideas about the value and importance of luxury. The aim of the article is to identify the manifestations and causes of diversification of the perception of luxury by consumers coming from the so-called young, growing luxury markets (from Poland, Turkey, Saudi Arabia and Portugal) in comparison with opinions of German consumers (coming from the old luxury market). The basis for the analysis are the results of international consumer survey surveys examining the perception of luxury. The analyzes show that the psychographic similarity of consumers differentiates the perception of luxury to a greater extent than place of residence, age, sex, education or disposable income. (original abstract)

Słowa kluczowe

PL

Dobra luksusowe; Percepcja; Psychologia postrzegania; Badania konsumenckie; Analiza porównawcza

EN

Luxury goods; Perception; Psychology of perception; Consumer research; Comparative analysis

• Czasopismo: Marketing i Rynek
• Rocznik: 2018
• Numer: nr 8
• Strony: 3-11

Twórcy

autor

Beata Stępień

• Uniwersytet Ekonomiczny w Poznaniu

autor

Henryk Mruk

• Uniwersytet Ekonomiczny w Poznaniu

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