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Editorial Cuvillier

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Consumption Motives in Luxury Marketing

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Consumption Motives in Luxury Marketing (Tienda española)

An Analysis of two Agricultural Markets: Equestrian Sports and Food

Laura Helena Hartmann (Autor)


Indice, PDF (96 KB)
Lectura de prueba, PDF (180 KB)

ISBN-13 (Impresion) 9783736990388
ISBN-13 (E-Book) 9783736980389
Idioma Inglés
Numero de paginas 284
Laminacion de la cubierta Brillante
Edicion 1. Aufl.
Lugar de publicacion Göttingen
Fecha de publicacion 10.07.2015
Clasificacion simple Tesis doctoral
Area Agricultura
Palabras claves Marketing, Luxusmotive, Reitsport in Deutschland und China, Lebensmittel

This dissertation is devoted to attitudes of consumers toward luxury in two agricultural markets, horse sports and foods. Literature postulates a change of perceived luxury definitions and motives for luxury consumption. Accordingly, personally-oriented luxury consumption has gained significance while socially-oriented motives have been pushed into the background. Based on this, the following studies were aimed to reveal how far it has affected the consumer behavior in both agricultural markets. The research results are used to define the target groups for different kinds of luxury marketing and to give recommendations for the design of accordant marketing strategies.
The studies provide empirical evidence for the existence of a shift of motives for luxury consumption and luxury definitions away from prestige and conspicuousness toward self-realization, hedonism, intangible values, functionality, sustainability and authenticity. Moreover, the results imply that luxury consumption can be categorized in tangible luxury goods and luxury experience. Despite intersections by means of hedonism and self-realization, the studies revealed differences in the consumption motives for both categories of luxury.