Articlehybrid2013

Segmenting Consumers Based on Luxury Value Perceptions

Bahar Teimourpour · Kambiz Heidarzadeh Hanzaee · Babak Teimourpour

20 citations0/0 files storedResearch Journal of Applied Sciences Engineering and Technology

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Consumer Behavior in Brand Consumption and Identification Consumer Behavior and Marketing Influence Consumer Perception and Purchasing Behavior

Abstract

This study seeks to discover consumer segments by using a multidimensional concept of luxury by encompassing functional, individual and social components in the luxury market. Survey data was collected from 1097 consumers in Iran. Eight luxury factors were indentified through an exploratory factor analysis. These factors are used for segmenting these consumers with the K-means method. Cluster analysis of the data resulted in four different behavioral style segments namely: non-luxury consumers, rational consumers, social seeker consumers and materialistic consumers. Each segment shows the importance of luxury value dimensions differently. This study sheds light on the differences between consumers’ viewpoint.

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References

1979Conceiving the self 2009The Theory of the Leisure Class 1982Self-Concept in Consumer Behavior: A Critical Review 1991Managing brand equity : capitalizing on the value of a brand name.1992A Consumer Values Orientation for Materialism and Its Measurement: Scale Development and Validation 1992Managing Brand Equity: Capitalizing on the Value of a Brand Name 1982Reference Group Influence on Product and Brand Purchase Decisions 2001Consumers' Need for Uniqueness: Scale Development and Validation

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2019Investigating the impact of religious commitment on purchase of self-expressive brand products 2014A Study of the antecedents of purchase decision of luxury brands 2016Segmenting Markets Along Multiple Dimensions of Luxury Value: The Case of India 2019Revisiting the Brand Luxury Index: new empirical evidence and future directions

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