 Who Are the Luxury Consumers in Brazil?Claudio Diniz
Chapter 4 in The Luxury Market in Brazil, 2014, pp 43-62 from Palgrave Macmillan Abstract: Abstract One of the strengths of this book is its in-depth knowledge of luxury consumers and their importance in this market. The goal of this chapter is to introduce their characteristics: aspirations, social class and location, income, spending habits, their expectations of the products, how faithful they are to a brand and which services they look for. To be able to identify a luxury client one must learn what characterizes him or her. One particular aspect is related to percept ions, where ‘having’ is more important than ‘being’. This means that any lack of recognition for ‘being’ requires higher levels of ‘having’ as a password to a social group and to access its status. The condition of ‘having’, however, reflects two sides of consumerism: the satisfaction of a personal need, and social ascension or belonging to a group. The economic elite can be split into two subgroups: emerging (new money) and traditional (old money), where the latter is usually distinguished from the former by a refined taste. Keywords: Credit Card; Sparkling Wine; Luxury Brand; Consumer Loyalty; Shop Assistant (search for similar items in EconPapers) There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-43256-8_4 Ordering information: This item can be ordered from Access Statistics for this chapter More chapters in Palgrave Macmillan Books from Palgrave Macmillan |
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