Buyer Behaviour Case Study Example | Topics and Well Written Essays - 1750 words

Buyer Behaviour - Case Study ExampleThe juvenility today is not lured by goods that ar merely expensive. They want value for money and they purchase sumptuosity goods for self-identity and well-being. Purchasing certain branded luxury goods help them to display their own tastes and values. For near it serves to fulfill the emotional needs where they see luxury as an indulgence of their senses. Luxury goods are premium goods with high quality products, aesthetic design back up by excellent service, purchased by people from the higher income bracket (Cheng, 2006). In the earlier days the term luxury was applied to products that were rare and scarce and on tap(predicate) to a small segment of the people. The luxury items were out of reach of the ordinary people and considered rare. Today the luxury product market has increased manifold. The young are spontaneously aware of the luxury brands with the men focusing on cars and motorbikes and womens focus on beauty and food. These ref lect the desires and fantasies that are conditioned by the loving environment and associations with well-being.Interpretation of the word luxury depends upon their socio-economic background. The youth greatly represent the hedonistic effect in their attitude towards luxury items. This implies that they are not influenced by class norms. On the other hand they purchase luxury goods that give them self-fulfillment. They look for exclusive benefits and if products create an emotional value for consumers it represents that the product has been beneficial. The emotional value that the youth look for include pleasure, excitement and aesthetic beauty. They indulge in luxury items as it gives them a sense of well-being and self-respect and would also go the conclusion of using their credit cards for them. They prefer these luxuries against bringing up a child while the elders indulged in luxury only after their basic responsibilities were set up (Hamilton, 2004). The elders seek more th an value when considering purchasing a luxury brand. They try to balance the products tangible and intangible value with price. They assess discretionary purchases as either dispensable or indispensable, based on more deeply held core values (Salzman, 2009). While the youth focus on potpourri magnitude their influence, power and wealth, the elders seek new priorities driven the fundamentals of human development. The traditional materialistic values are less important for the elders. The elders look for self-actualization in the luxury brand which as per Maslows hierarchy of needs comes only after all the other needs have been satisfied. Culture has a strong conflict on the purchasing decisions. The youth are well aware of the luxury brands in areas like perfumes, clothing, fashion, leather goods, accessories, costume jewelry but not so in tableware. However they are very conscious of the modern sports cars and other different models of cars that emerge everyday. The attitude of the youth towards cars has definitely undergone a sea change from the 1980s. Marketing communications used by car