1,721,105 research outputs found
Il lusso esteriorizzato e il lusso interiorizzato
No full textL'ambito della presente ricerca è l'industria dei beni di lusso, con una particolare attenzione al settore della moda. Il settore del lusso: soprattutto nel corso degli ultimi decenni, si è fortemente sviluppato, tanto da assumere un peso economico rilevante per diversi paesi ed essere posto al centro di un dibattito internazionale, ancora in corso, riguardante le sue caratteristiche attuali ed il suo futuro sviluppo.
Questo testo tratta il lusso e cerca di tracciarne le caratteristiche salienti basandosi non solo su concettualizzazioni e risultati provenienti dalla letteratura, scientifica ma anche sui risultati di una ricerca di tipo esplorativo, dunque qualitativo, finalizzata a conoscere meglio il concetto stesso del lusso, i consumatori del lusso e le dinamiche di consumo in questo settore. Generalmente, in un'ottica di marketing, per la definizione dell'ambito competitivo si considerano fondamentali due tipi di analisi, quella della concorrenza e quella del comportamento dei consumatori. Nel presente lavoro ci si sofferma sulla seconda, in relazione al mercato del lusso e considerando soprattutto il ruolo dei cosiddetti stimoli interni, la loro elaborazione e il processo di consumo. L'analisi del comportamento del consumatore risulta necessaria per orientare l’attività dell'impresa nelle scelte relative alla segmentazione del mercato, al posizionamento del prodotto e alla definizione della migliore combinazione delle politiche di marketing (marketing mix).
La presente ricerca è stata progettala per indagare sulle motivazioni più profonde legate all'acquisto dei prodotti di lusso, dunque per approfondire la conoscenza sulle determinanti d'acquisto dei luxury goods. Si è voluto così dare un contributo alla ricerca scientifica di marketing che si occupa dell'analisi dei fattori discriminanti che giocano un ruolo chiave nelle decisioni di acquisto (key discriminating features o KDFs) nell'ambito dei luxury goods
Anziani che Acquistano Luxury Goods per Status o per Stile Personale: Differenze in Termini Socio-demografici e Psicografici
No full textBranded vs. Generic drugs: the role of self-perceived seriousness of disease
Full text linkPurpose -This study aims at exploring the role of perceived disease seriousness in consumers' preference for generic versus branded drugs, by shedding light on new factors impacting consumer purchase behaviour for pharmaceutical products.
Design/methodology/approach - An exploratory study based on a quantitative analysis has been conducted with a sample of 100 participants who have been presented with two different scenarios: one related to more serious disease (as in cardiological disease) and one related to less serious disease (as in the seasonal flu). This paper considered Italy as a research setting where the recent mandatory prescription of the active ingredient by doctors leaves the final purchase decision in consumers' hands
Findings-Results show that, although consumers are free to choose whether to buy a branded or a generic prescribed active ingredient, their choice is mainly driven by the role of the brand. Consumers' intention to buy generic drugs is higher in the case of diseases perceived as less serious, while the intention to buy branded drugs is higher in the case of disease perceived as more serious.
Originality/value - This study contributes to marketing research and practice by proposing that consumers' perceived seriousness of their disease should be considered as a further factor in identifying new marketing strategies in those contexts in which the choice between branded or generic drugs is free
Luxury purchasing among older consumers: Exploring inferences about cognitive Age, status, and style motivations
Full text linkThis research deals with the possibility that luxury purchasing among older consumers is related to their cognitive age (i.e., the age they feel) and, accordingly, the study reported herein assesses the effects of the underlying luxury motives on cognitive age. Results show that older consumers who relate luxury goods purchasing mainly to status reasons tend to feel younger than those who consider luxury goods purchasing primarily as a means to express their individual style. Furthermore, the study finds that, in order to meet their needs and wants, older consumers with a lower cognitive age rely more on brands than specific products; so their luxury goods purchasing intention is influenced more by brand images than product characteristics. These findings have marketing implications in the context of planning ad hoc advertising strategies aimed at luxury selling to older consumers
Externalised vs. internalised consumption of luxury goods: Propositions and implications for luxury retail marketing
Full text linkThis study conceptualises the dichotomy of luxury goods consumption ('externalised luxury' vs. 'internalised luxury') in terms of six dimensions: on the one hand ostentation, materialism and superfluousness (which refer to luxury as a social statement) and, on the other hand individual lifestyle, emotions/hedonism and culture (which refer to luxury as individual style). Through this literary framework, it presents a series of propositions that might be tested in future research, one for each dimension, about retail strategies and operations for fashion luxury brands. Implications for retail managers of luxury companies are discussed for each proposition, considering the main aspects of retailing strategies and tools (e.g. assortment, sales force, in-store experience and atmospherics) together with possible theoretical developments. © 2012 Taylor and Francis Group, LLC
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