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...
Autor Principal: | |
---|---|
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 |
---|---|
recordtype |
dspace |
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 |
_version_ |
1682459931893039104 |
score |
12,131701 |