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ASSOCIATION FOR CONSUMER RESEARCH Labovitz School of Business Economics, University of Minnesota Duluth, 11 E. Superior Street, Suite 210, Duluth, MN 55802 Segmentation and Consumption of Luxury Fragrances: a Means-End Chain Analysis Luciane Stefanes Alonso, PUC-PR, Brazil Renato Zancan Marchetti, PUC-PR, Brazil The main aim of this article is to analyze the associative relationship between values, benefits and attributes as perceived by female consumers of luxury fragrances who reside in the city of Curitiba in Brazil. To achieve this, the Means-End Chain model (Gutman 1982) was used, operationalized by the Association Pattern Technique (APT). Furthermore, to broaden the understanding of the phenomenon, segmentation was performed to determine the attitudes of the interviewees concerning the consumption of luxury goods (Dubois, Laurent and Czellar 2001). Three groups emerged: dreamers, skeptics and connoisseurs, with different categorization, selection and consumption processes of luxury fragrances. [to cite]: Luciane Stefanes Alonso and Renato Zancan Marchetti (2008) ,Segmentation and Consumption of Luxury Fragrances: a Means- End Chain Analysis, in LA - Latin American Advances in Consumer Research Volume 2, eds. Claudia R. Acevedo, Jose Mauro C. Hernandez, and Tina M. Lowrey, Duluth, MN : Association for Consumer Research, Pages: 40-46. [url]: /volumes/14139/la/v2_pdf/LA-02 [copyright notice]: This work is copyrighted by The Association for Consumer Research. For permission to copy or use this work in whole or in part, please contact the Copyright Clearance Center at /. Segmentation and Consumption of Luxury Fragrances: A Means-End Chain Analysis Luciane Stefanes Alonso, Pontifícia Universidade Católica do Paraná, Brazil Renato Zancan Marchetti, Pontifícia Universidade Católica do Paraná, Brazil