Real Lives, Real Luxury

Prashant Saxena

Chapter 4 in The Luxury Market in India, 2012, pp 40-47 from Palgrave Macmillan

Abstract: Abstract Brand practitioners may know the demographics and ‘profile’ of the Indian luxury consumer, but do they intrinsically understand the emotions, attitudes and degree of attachment which consumers have for luxury brands and services? There is a need to identify the different thought processes with which urban India consumes luxury. Semi-structured interviews were conducted to gain in-depth and contextually rich insights. The outcome of the study was a collection of factual short stories. These are real stories told by real people that uncover the aspirations, reasoning and societal influences of contemporary luxury consumption. The following three stories of four luxury consumers, each of whom are in a different situation, narrate how they seek and treat luxury in their own unique way. These anecdotes, to make them more refined, are riddled with our own observations too.

Keywords: Luxury Brand; Charter Accountant; Real Story; Real Estate Firm; Study Consumer Behaviour (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-26416-9_5

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DOI: 10.1057/9781137264169_5

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