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The Indian Luxury Consumer: Analysis...

Kaur, Jahhaanmeet.

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The Indian Luxury Consumer: Analysis of perceptions and motivations towards Luxury and counterfeiting.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	The Indian Luxury Consumer: Analysis of perceptions and motivations towards Luxury and counterfeiting./
作者:	Kaur, Jahhaanmeet.
面頁冊數:	66 p.
附註:	Source: Masters Abstracts International, Volume: 54-02.
Contained By:	Masters Abstracts International54-02(E).
標題:	Marketing. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1528462
ISBN:	9781321473063

The Indian Luxury Consumer: Analysis of perceptions and motivations towards Luxury and counterfeiting.
Kaur, Jahhaanmeet.

The Indian Luxury Consumer: Analysis of perceptions and motivations towards Luxury and counterfeiting. - 66 p.

Source: Masters Abstracts International, Volume: 54-02.

Thesis (M.A.)--MICA (Mudra Institute of Communications, Ahmedabad) (India), 2014.

India has always had a love affair with luxury, old luxury was only for the elite and royals, however the meaning of luxury, the world over has changed with the emergence of 'Masstige' or mass prestige brands. Earlier the profile of a quintessential luxury consumer was very unidirectional, with the liberalization norms in the country, this has changed. A number of new segments of society can now afford luxury, hence making the demand for luxury extremely complex.

ISBN: 9781321473063Subjects--Topical Terms:

536353
Marketing.

The Indian Luxury Consumer: Analysis of perceptions and motivations towards Luxury and counterfeiting.
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245 1 4 $a The Indian Luxury Consumer: Analysis of perceptions and motivations towards Luxury and counterfeiting.
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500 $a Source: Masters Abstracts International, Volume: 54-02.
502 $a Thesis (M.A.)--MICA (Mudra Institute of Communications, Ahmedabad) (India), 2014.
520 $a India has always had a love affair with luxury, old luxury was only for the elite and royals, however the meaning of luxury, the world over has changed with the emergence of 'Masstige' or mass prestige brands. Earlier the profile of a quintessential luxury consumer was very unidirectional, with the liberalization norms in the country, this has changed. A number of new segments of society can now afford luxury, hence making the demand for luxury extremely complex.
520 $a Another problem that the luxury industry in India is facing is that of counterfeits, the counterfeit industry is growing at double the rates of the genuine luxury segment. The Indian luxury consumer despite being able to afford luxury sometimes buys counterfeits, it is essential to understand the motivation behind such consumer behavior.
520 $a This study aims at analyzing the perceptions of consumers towards luxury and counterfeits, and the motivations that drive them, such studies have been conducted earlier, this research, however brings in the aspect of personality type based on Jung's theory on introversion and extraversion attempting to understand the motivations of consumers when they are classified in the basis of psychographics as opposed to demographics.
520 $a Another aspect this research will look into, is social media activity in the context of content sharing and brand engagement, also under the classification of personality types.
590 $a School code: 1818.
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