Luxury marketing: adapting value propositions

How do you convince a consumer to buy luxury products? This is one of the very important questions asked by managers involved in marketing luxury goods. Luxury consumption – especially one related to conspicuousness – seem to have changed dramatically in the last few months with consumers clearly avoiding any conscious attempt to signal wealth. [...]

Written on April 14, 2009 | Posted in Luxury marketing | 3 comments

Impulsive buying behaviour in recession

Researchers suggest that 90% people across the world make occasional impulse purchases. However, when asked about impulsive buying behaviour approximately 30% to 50% only classify themselves as impulsive. This highlights two interesting issues: (1) consumers’ own understanding of what is impulsive; and (2) the difference between what consumers portray and what they really do. While [...]

Written on April 2, 2009 | Posted in Marketing Research | 1 comment