A Consumers Mind: Luxury Desire. Analysis of the social context and behavior in the luxury fashion market = En la mente del consumidor: Deseo de opulencia. Análisis del contexto social y el comportamiento del consumidor en la industria de la moda de lujo

The purpose of this research is to present an analysis about the psychology of the luxury fashion consumer, to understand the different kinds of motivations that influence behaviour towards the purchase of luxury items. Through the exploration of theoretical approaches from both, the consumer psycho...

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Detalles Bibliográficos
Autor Principal: Clavijo Rodríguez, Lina Lorena
Formato: Trabajo de grado (Bachelor Thesis)
Lenguaje:Desconocido (Unknown)
Publicado: 2015
Materias:
Acceso en línea:http://babel.banrepcultural.org/cdm/ref/collection/p17054coll23/id/366
id ir-p17054coll23-366
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spelling ir-p17054coll23-3662020-09-29 A Consumers Mind: Luxury Desire. Analysis of the social context and behavior in the luxury fashion market = En la mente del consumidor: Deseo de opulencia. Análisis del contexto social y el comportamiento del consumidor en la industria de la moda de lujo Clavijo Rodríguez, Lina Lorena The purpose of this research is to present an analysis about the psychology of the luxury fashion consumer, to understand the different kinds of motivations that influence behaviour towards the purchase of luxury items. Through the exploration of theoretical approaches from both, the consumer psychology and the social culture theory, it will be explained how consumers face different kinds of needs and how they try to satisfy them in the luxury marketplace. Some of these needs will have an origin in intrinsic desires, while others will respond to affiliation needs for fitting into a certain social environment. Among the study of the cultural motivations, it will be shown how advertising plays a fundamental role of perception of luxury fashion. A selection of two case of studies of two of the most important luxury brands in the world, will illustrate how the industry uses the media communicate to the consumer the values of luxury brands, while associates to cultural representations of social success. Advertising; Affiliation needs; Comportamiento del consumidor; Consumer behavior; Contexto social; Deseo; Desire; Fashion; Lujo; Luxury; Moda; Motivador de compra; Necesidades de afiliación; Publicidad; Purchasing motivation; Social context Ciencias sociales; Ciencias sociales / Comercio, comunicaciones, transporte 2015 PDF Tesis ENG - Inglés Colfuturo © Derechos reservados del autor http://babel.banrepcultural.org/cdm/ref/collection/p17054coll23/id/366
institution Biblioteca Virtual Banco de la República - Colecciones digitales
collection Custom
language Desconocido (Unknown)
topic Advertising; Affiliation needs; Comportamiento del consumidor; Consumer behavior; Contexto social; Deseo; Desire; Fashion; Lujo; Luxury; Moda; Motivador de compra; Necesidades de afiliación; Publicidad; Purchasing motivation; Social context
Ciencias sociales; Ciencias sociales / Comercio, comunicaciones, transporte
spellingShingle Advertising; Affiliation needs; Comportamiento del consumidor; Consumer behavior; Contexto social; Deseo; Desire; Fashion; Lujo; Luxury; Moda; Motivador de compra; Necesidades de afiliación; Publicidad; Purchasing motivation; Social context
Ciencias sociales; Ciencias sociales / Comercio, comunicaciones, transporte
Clavijo Rodríguez, Lina Lorena
A Consumers Mind: Luxury Desire. Analysis of the social context and behavior in the luxury fashion market = En la mente del consumidor: Deseo de opulencia. Análisis del contexto social y el comportamiento del consumidor en la industria de la moda de lujo
description The purpose of this research is to present an analysis about the psychology of the luxury fashion consumer, to understand the different kinds of motivations that influence behaviour towards the purchase of luxury items. Through the exploration of theoretical approaches from both, the consumer psychology and the social culture theory, it will be explained how consumers face different kinds of needs and how they try to satisfy them in the luxury marketplace. Some of these needs will have an origin in intrinsic desires, while others will respond to affiliation needs for fitting into a certain social environment. Among the study of the cultural motivations, it will be shown how advertising plays a fundamental role of perception of luxury fashion. A selection of two case of studies of two of the most important luxury brands in the world, will illustrate how the industry uses the media communicate to the consumer the values of luxury brands, while associates to cultural representations of social success.
format Trabajo de grado (Bachelor Thesis)
author Clavijo Rodríguez, Lina Lorena
author_facet Clavijo Rodríguez, Lina Lorena
author_sort Clavijo Rodríguez, Lina Lorena
title A Consumers Mind: Luxury Desire. Analysis of the social context and behavior in the luxury fashion market = En la mente del consumidor: Deseo de opulencia. Análisis del contexto social y el comportamiento del consumidor en la industria de la moda de lujo
title_short A Consumers Mind: Luxury Desire. Analysis of the social context and behavior in the luxury fashion market = En la mente del consumidor: Deseo de opulencia. Análisis del contexto social y el comportamiento del consumidor en la industria de la moda de lujo
title_full A Consumers Mind: Luxury Desire. Analysis of the social context and behavior in the luxury fashion market = En la mente del consumidor: Deseo de opulencia. Análisis del contexto social y el comportamiento del consumidor en la industria de la moda de lujo
title_fullStr A Consumers Mind: Luxury Desire. Analysis of the social context and behavior in the luxury fashion market = En la mente del consumidor: Deseo de opulencia. Análisis del contexto social y el comportamiento del consumidor en la industria de la moda de lujo
title_full_unstemmed A Consumers Mind: Luxury Desire. Analysis of the social context and behavior in the luxury fashion market = En la mente del consumidor: Deseo de opulencia. Análisis del contexto social y el comportamiento del consumidor en la industria de la moda de lujo
title_sort consumers mind: luxury desire. analysis of the social context and behavior in the luxury fashion market = en la mente del consumidor: deseo de opulencia. análisis del contexto social y el comportamiento del consumidor en la industria de la moda de lujo
publishDate 2015
url http://babel.banrepcultural.org/cdm/ref/collection/p17054coll23/id/366
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