Consumption Motives in Luxury Marketing

An Analysis of two Agricultural Markets: Equestrian Sports and Food

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• Publisher: Cuvillier Verlag
• Year: 2015
• Print ISBN: 9783736990388
• eBook ISBN: 9783736980389
• Edition: 1

This dissertation is devoted to attitudes of consumers toward luxury in two agricultural markets, horse sports and foods. Literature postulates a change of perceived luxury definitions and motives for luxury consumption. Accordingly, personally-oriented luxury consumption has gained significance while socially-oriented motives have been pushed into the background. Based on this, the following studies were aimed to reveal how far it has affected the consumer behavior in both agricultural markets. The research results are used to define the target groups for different kinds of luxury marketing and to give recommendations for the design of accordant marketing strategies. The studies provide empirical evidence for the existence of a shift of motives for luxury consumption and luxury definitions away from prestige and conspicuousness toward self-realization, hedonism, intangible values, functionality, sustainability and authenticity. Moreover, the results imply that luxury consumption can be categorized in tangible luxury goods and luxury experience. Despite intersections by means of hedonism and self-realization, the studies revealed differences in the consumption motives for both categories of luxury.

Table of contents

• Contents
• Short summary
• Kurzzusammenfassung
• Introduction
• Chapter I: Personally-Oriented and Socially-Oriented Luxury Motives in Horse Sports
• Chapter II: Luxury Food: Definition and Consumption Motives
• Chapter III: Excursus: Marketing Instruments in a Branch that is Associated with Luxury
• Summary and Discussion
• Limitations and Outlook
• Curriculum Vitae
• Paper and Presentations
• Acknowledgements