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How Consumers Make Purchase Decisions?

 

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  • Product Description
 

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 communicating characteristics 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.

Product Specifications
SKU :COC64582
AuthorVilawan Hansaward
LanguageEnglish
BindingPaperback
Number of Pages80
Publishing Year2013-01-16T00:00:00.000
ISBN9783659322068
Edition1 st
Book TypeSales & marketing
Country of ManufactureIndia
Product BrandLAP LAMBERT Academic Publishing
Product Packaging InfoBox
In The Box1 Piece
Product First Available On ClickOnCare.com2015-07-08 00:00:00
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