Luxury Consumer Behaviour 6 à 8

Question 1

External Factors

Answer 1

Social Media

Income and Social Class

Culture and Subculture

Question 2

Brand Communities

Answer 2

they aligns with consumers

*Informal social influence
= adjust their attitudes or behaviors to align with the norms and values of the community.

*Normative social influence
= explicit or implicit pressure to conform to the norms and expectations of a group in order to be accepted

Question 3

Word of Mouth

Answer 3

Help us be aware of a product

Can be damaging for a product/brand

Question 4

Rumor definition

Answer 4

company is saying something and the rumor says the other

Question 5

Mass media exemples

Answer 5

Use of the radio to educate and express ideas

ex: Hitler and Roosevelt

Question 6

New model to control and talk to more people

Answer 6

Seeking alternatives

1. Two step flow model (talk to the opinion leader like influencers and they will talk to individuals)
2. Word of mouth

Question 7

Social Class

Answer 7

Way of life

Factors: education, culture, work

Question 8

Luxury c.b new segmentation

Answer 8

1. Luxury Fonctional
   - product will last
   - logical decision
2. Luxury is a reward
   - demonstrate success
   - say: i’ve made it
3. Luxury is indolgence
   - Self indolgence
   - emotional approach
   - more impulse buying

Question 9

Mass class definition

Answer 9

the ones able to buy luxury items on a small scale

Question 10

Social class around the world

Answer 10

China
Japon
Middle east
UK

Question 11

Culture is socielty’s personality

Answer 11

• Society dictates ethycs values
• consider cultural context
• how to view a product

Culture determine the overall priorities and dictate the way you consume

Question 12

Myths definition

Answer 12

story with symbolics, elements symbolizing cultures

• Mythical ways to see culture
• stories to express culture’s values

Question 13

Rituals definition

Answer 13

good business (for ex weddings - rite of passage, social injunction)

Rituals and luxury are closely linked

Question 14

3 compo to make an attitude

Answer 14

Beliefs
Affect
Behaviour

Question 15

Power of Attitude

Answer 15

Predisposition to evaluate a product positively or negatively

Determine wether you purchase or not

Question 16

Standard learning hierarchy

Answer 16

Cognition - affect - behaviour

Question 17

Low involvment hierarchy

Answer 17

Cognition - behaviour - affect

Question 18

Experimental hierarchy

Answer 18

affect - behaviour - cognition

Question 19

Communication’s model

Answer 19

Persuasion (attempt to change consumer’s attitude)

Consensus ( more willing to give when others are doing it)

Reciprocity (More likely to give when you receive)

Authority (technique you use with celebrity or professors)

Question 20

Elements that make the message more valuable

Answer 20

Attractiveness
Credibility

Question 21

Effectiveness of a message

Answer 21

Fear
Humour
Sex references

Question 22

7 steps to effective decision making

Answer 22

1. Identify the decision
2. Collect informations
3. Look for alternatives
4. Compare
5. Choose the best decision
6. Bring into action
7. Analyze and review

Question 23

Shopping experiences

Answer 23

Influences the buying

Experience in the store

Consumer’s needs and want

Question 24

Sustainable Luxury

Answer 24

Make the business more sustainable and not especially for the planet