奢侈品消费心理研究分析【英文】.pptVIP

Psychological Factors of Luxury Consumption Olga Patosha Problem Statement The phenomena of luxury consumption is thoroughly investigated in American and European science, but poorly presented in Russia Results of recent consumer’s research show the luxury consumption increase in Russian market (Maternovsky 2004, BrandStrategy 2007, Yakubaneсs 2010) Luxury refers to products or services of a very high standard connected with pleasure and comfort, bring the owner esteem, apart from functional utility Luxury consumption closely connected with human social behavior. The aim of investiga