Perception on luxury brands of Romanian cosumers - Olteanu, Otilia Nicoleta
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Many studies have been made on luxury consumers but most of them provide information about luxury consumers' behavior from well developed countries. This paperwork describes the reasons behind consumers' decision to buy luxury brands from a developing country- Romania- where people are still not as well educated as western countries regarding luxury consuming. Starting from the five concepts of luxury buying reasons - conspicuous luxury, snob effect, perceived social or emotional value and quality perception- this paperwork shows an analysis on Romanian luxury consumers depending on their level of education, earnings, gender and age.…mehr

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Produktbeschreibung
Many studies have been made on luxury consumers but most of them provide information about luxury consumers' behavior from well developed countries. This paperwork describes the reasons behind consumers' decision to buy luxury brands from a developing country- Romania- where people are still not as well educated as western countries regarding luxury consuming. Starting from the five concepts of luxury buying reasons - conspicuous luxury, snob effect, perceived social or emotional value and quality perception- this paperwork shows an analysis on Romanian luxury consumers depending on their level of education, earnings, gender and age.
Autorenporträt
Otilia Nicoleta Olteanu.Masters degree graduate on Business Development and an enthusiast on luxury marketing strategies and luxury consumers.