Le travail présenté ici se veut être une analyse du comportement d'un consommateur bien précis : l'acheteur de produits de luxe, issu de la classe moyenne supérieure libanaise. En nous basant sur ses pratiques mais aussi ses contraintes face à l'acte d'achat, nous tenterons de dresser la liste des facteurs sociaux qui régissent ses actions face aux produits de luxe. Quels sont les interdits ? Qu'est ce qui, au contraire, le pousse à acheter ce type de marchandises ? Cette étude veut comprendre le comportement des acheteurs dans un espace précis - le Liban - qui se révèle instable tant sur le plan géopolitique, social qu'économique. Après de nombreuses guerres civiles et des tensions permanentes entre religions, le pays se trouve face à une problématique délicate. Ainsi, par exemple, un consommateur qui va dans une boutique appartenant à un groupe religieux différent du sien sera considéré comme un traître par son propre groupe. Les conflits religieux et la montée des extrémismes est au cœur de cette problématique. Les groupes extrémistes font appel à leurs fidèles pour boycotter les produits provenant de nombreux pays européens. Le consommateur, quant à lui, se trouve au cœur de tensions issues de plusieurs contraintes. Cela fait aujourd'hui plus d'un an que le Liban se trouve sans président. Les partis politiques, tout comme les milices, sont à la tête d'un système politique privilégiant le clientélisme. Ce système s'est installé suite à la disparition du pouvoir de l'État et met en avant l'échange de produits de luxe contre des services en tout genre et une amélioration du statut social. Notre travail veut montrer comment ces « cadeaux » en général et principalement les produits de luxe ont participé à la cohésion et à la mise en place d'une identité d'un groupe spécifique de Libanais. Chaque individu essaye de construire - ou reconstruire - son identité sociale, essaye également de sécuriser cette identité dans un environnement totalement instable comme c'est le cas dans ce pays sans gouvernement et parlement légaux, et qui ne peuvent plus garantir cette stabilité. L'acteur social tente de trouver de nouvelles stratégies afin de s'assurer une certaine paix au quotidien. Les individus du milieu social concerné se sentent menacés par leur propre environnement mais aussi par les autres environnements socio-religieuses : Maronites, les Chiites, les Sunnites, etc. Ils ont peur pour leurs enfants, leurs proches mais aussi leurs biens : commerces, logements ... Ils doivent donc trouver une manière de s'assurer une certaine sécurité face aux différentes menaces. C'est dans ce cadre que les cadeaux de luxe interviennent et réduisent l'incertitude à la fois face à l'insécurité et aux différentes menaces. / This study explores and analyses the factors involved in the act of consumption of luxury goods of the upper middle-class consumers through a case study on Lebanon. Based on the consumer's behaviour as well as the economic and social constraints he faces, we will try to define the social determinants of luxury goods consumption. What are the banners? What are the factors pushing the upper-middle class to buy such goods? This study aims to understand the behavior of buyers in a specific area - Lebanon - which is geopolitically, economically and socially unstable. After many civil wars and constant tensions between different religious groups, the country is facing a delicate problem. For example, due to social pressure executed by the society of his religious group, the consumer finds himself obligated to buy from shops owned by people of his religious group. If not, he will be considered as a traitor. Religious conflicts and the rise of extremism are at the heart of this problem. Extremist groups call on their followers to boycott products from many European countries. Consumers, meanwhile, are at the heart of tensions from several constraints It has been for more than a year now that Lebanon is without a president. Political parties, like the militias, are at the head of the political system that favors cronyism. This system was installed due to the disappearance of the state power and highlights the role of luxury goods as "gifts" in exchange of all kinds of services and improved social status. The objective of this study is to show how these "gifts" in general, and mainly luxury goods, were involved in the cohesion and the establishment of an identity of a specific group of the Lebanese population. Each individual trying to build - or rebuild - their social identity, is also trying to secure this identity in a totally unstable environment, especially when the legal government and the parliament are unable to guarantee this stability. Therefore, the social actor is trying to find new strategies to ensure some peace everyday. Individuals of a certain social environment feel threatened by their environment but also by other socio-religious environments: Maronites, Shiites, Sunnis, etc. They are afraid for their children, their relatives but also their material properties: retail, housing ... They must find a way to provide certainty about the various threats. It is in this context that luxury gifts intervene and reduce uncertainty both to insecurity and the various threats.

This diploma thesis focuses on the process of designing a luxurious lifestyle within the proč ne?! magazine. The theme aims to analyze the year's activities at several levels. The first level is a quantitative content analysis, where the primary objective is to determine the ratio of advertising to editorial content. Based on these quantitative findings the magazine's content will be confronted with the ownership structure of major advertisers. The second level is represented by expert interviews carried out with the magazine editors who bring valuable additional material. The third level is a qualitative content analysis which focuses on a luxury lifestyle that is constructed through the magazine. This luxury lifestyle will be described through various selected examples of textual and pictorial character. Theoretical introduction provides a broader framework in which the concept of luxury is described. In practical part of the thesis, these findings are used to explain several luxury phenomenons. The final part offers a detailed analysis of the advertiser's structure, their products and stratification within segments of the luxury market through comprehensive visualization.

Title: French luxury companies: Challenge to do E-Commerce withoutaffecting their brand image Authors: Clément LEMAIRE and Paul LASSALLE Supervisor: Jean-Charles Languilaire Level: Bachelor Thesis in Business Administration, Marketing Key words: Marketing, E-commerce, E-merchandising, E-CRM, Louis Vuitton, Luxury market, French market, Website, Brand and Reputation Purpose: How French luxury companies, in a context of changing demand, use the e-commerce without affecting the image of their brand? Method: In the method we explain that we decide to use a descriptive method of research. We collect secondary data from our University Library and primary data from our observation of Louis Vuitton website. We also explain why we choose this company and what the limits of our study are. Theoretical framework: In a first part, we have written all the definitions and information about definitions that we have used in the empirical part. It means E-Commerce, E-Merchandising, Marketing mix and ECRM. Then, we have given some information about website elements as the first page, the graphic website, buying process, electronic payment and website security. Finally, we have defined all the information about the brand and its different powers on the market: We start by a “brand awareness” explication, then we have defined “how is build a brand” to finish by the topic “band and reputation”. Conclusions: We present the answer of our purpose. French Luxury companies use marketing tools in order to protect the image of their brand when they do e-commerce. We also bring some suggestions to Louis Vuitton and give some critics concerning our study. Finally we open our reflexion to related studies that could be interesting to do.

Made available in DSpace on 2016-03-15T19:25:47Z (GMT). No. of bitstreams: 1 Luciana Pianaro.pdf: 2132470 bytes, checksum: 4c550c74dc6caed06610f3cde838a256 (MD5) Previous issue date: 2007-05-03 / This study focuses in the identification of the marketing strategies used by companies in the luxury market of clothing and accessories of international brands that are consolidated in the Brazilian market. The objectives of this research are getting to know the vision of the executives about the concepts and features of luxury goods, especially the brands that these products represent; understand the behavior of their customers; identify the practices of the marketing mix; and to know what the competition in this sector is like. The research, of a qualitative nature, utilized a nonprobabilistic sample of seven marketing executives of seven different companies in the segment. Techniques of content analysis were applied to the treatment and analysis of the data, based in the transcriptions ipsis litteris of the semi-structured interviews, which were recorded in audio format. The results point to similar views about luxury products and brands, each brand having a typical consumer. Regarding the marketing strategies, it was possible to verify a main concern in maintaining the brand intact instead of increasing its market-share. The activities of the marketing mix obey the rules established by the brand s head offices outside of the country, leaving no margin to innovate from its standard, in order not to compromise the international image of the brand. The importance and growing of accessories sales to the brands were noticed, since they allow an increase of the aspiring customer base of the brand. Amongst the relevant findings, one of them was the use of payment through installments and the good quality service of the sellers in relation to other countries. Another interesting finding was the fact that all the researched brands consider only other brands that sell similar products as competitors, not recognizing the competition of any national brand. / Esta dissertação trata da identificação das estratégias de marketing utilizadas pelas empresas do segmento de roupas e acessórios de luxo cujas marcas são internacionais e consolidadas no mercado brasileiro. Os objetivos da pesquisa que a fundamentaram foram os de conhecer a visão dos executivos sobre conceitos e atributos de produtos de luxo e em especial das marcas que representavam; entender o comportamento de consumo dos seus clientes; identificar as práticas do composto de marketing; e por fim conhecer como se configura a competição nesse setor. A pesquisa, de natureza exploratória qualitativa utilizou uma amostra não probabilística composta por sete executivos de marketing de sete empresas desse segmento. Para o tratamento e a análise dos dados foram aplicadas técnicas de análise de conteúdo, com base na transcrição ipsis litteris dos depoimentos dos entrevistados gravados em áudio, obtidos por meio de um roteiro padrão semiestruturado. Os resultados apontaram visões similares sobre produtos e marcas de luxo, sendo que cada marca possui um consumidor típico. Sobre as estratégias de marketing verificou-se uma preocupação maior em zelar pela marca do que aumentar market-share. As atividades do composto de marketing obedecem às regras estabelecidas pelas matrizes das marcas fora do país, não deixando margens para se inovar muito além do seu padrão de forma a não comprometer a imagem internacional da marca. Percebeu-se um crescimento das vendas e importância dos acessórios para as marcas, pois estes permitem aumentar a base de clientes aspirantes a consumidores da marca. Entre as constatações relevantes, uma delas foi a política do parcelamento das compras e a do bom atendimento dos vendedores em relação a práticas de outros países. Outra constatação que se ressalta foi o fato de que todas as marcas pesquisadas consideram concorrentes apenas aquelas que vendem produtos similares, não reconhecendo a concorrência de nenhuma marca nacional.

以往高級精品只有貴族階級才有權利配帶。時至今日，中產階級消費者如一般上班族亦開始購買精品，使得人們對於精品的消費投入逐年增加。法國的精品產業靠著出口高級時裝、首飾、化妝品等精品，每年為法國政府帶來豐沛的外匯收入。除此之外，精品產業與其他同為景氣循環產業相比，復甦力道實為有過之而無不及；因此，精品產業之高獲利成長力與強勁復甦力道成為許多其他產業所探究及效法的對象。 現存精品相關文獻鮮少文獻探討精品創新相關議題，而在探討精品消費行為的研究中，除了探討精品消費動機與知覺價值外，並未進一步探討精品新產品隨著時間的擴散，消費者購買精品之動機與消費者特性是否產生變化。因此，本研究擬採用過往多半用於高科技產業之創新擴散理論，並以精品產業龍頭A精品公司為例，試圖探討精品新產品之擴散模式為何；另外，本研究除了探討客觀時間之擴散模式，亦針對精品具有較強烈之社會影響特性，亦加入同儕情境，更深入了解主觀時間的擴散模式。最後，本研究也會針對早期精品消費者與晚期精品消費者所注重的精品知覺價值是否有所不同的現象進行研究。 由量化問卷調查與質化深度訪談之綜合分析，本研究發現：(1)精品新產品擴散模式屬於Bass模型，所有潛在的精品消費者皆可分為受到廣告影響的創新者或口碑影響模仿者兩類；(2)精品新產品擴散模式由客觀因素與主觀因素共同建構而成，除了將採用者依客觀時間分為早期與晚期，本研究另外提出客觀早期的模仿者(即主觀落後者)與客觀晚期的創新者(即主觀創新者)；(3)精品知覺價值類型與客觀購買時間的先後並無顯著差異；(4)「撞包」顧慮是由於挑剔心態與跟隨心態並存的現象，對消費者的購買決策並無實際影響力。 / Before long, only blue blood has the right to possess luxury goods. Nowadays, middle class also starts to buy luxury goods, which increases the yearly consumption of luxury goods. By exporting high class garments, accessories, make-ups and so on, luxury good industry in France yields immeasurable foreign exchange income to French goverment. Besides, the strength of recovery in luxury goods industry is much stronger than other business-cycle industries. Therefore, with high-profit and strong recovery, luxury goods industry become the benchmark of other industries. Among the existing literatures of luxury goods, few literatures discuss issues related to the innovation of luxury goods. And in the researches of luxury-goods consumer behaviors, in addition to exploring the consumer motivations and perceived values, the changes or not of consumer characteristics and motivations with time-spreading lacks further probes. Thus, based on the theory of diffusion of innovations that mostly applied to high-technology industry, this study tries to explore the new product diffusion model of luxury goods in the case of a leading luxury brand A. Moreover, owing to stronger social influencs that luxury goods characteristic of, this study not only discussing the real time periods, but also deeply look into peer sithations in order to understand the diffusion model in subjective time periods. At last, this study will explore the differences of perceived values between early adoptors and late adoptors. Under comprehensively analysis from qnantative Questionnaire surveys and in-depth interviews, findings are as followed. (1)The new product diffusion model of luxury goods is highly close to Bass model. All potential luxury-goods customers can be divided to advertisement-influenced innovators and word-of-mouth-influenced imitators. (2)New product diffusion model of luxury goods is constructed by objective factor and subjective factors. In addition to classifying adoptors into early and late according the real time period, this study proposes other classifications: objectively early imitators (subjective followers) and objectlvely late innovators (subjective innovators). (3)Perceived value of luxury goods would not significantly sway with the objective doption time. (4)The fear of having the same bag with others results from the coexisting of Snob effect and Bandwagon effect, which has no actual influences on consumption decisions.

<p>Title: French luxury companies: Challenge to do E-Commerce withoutaffecting their brand image</p><p>Authors: Clément LEMAIRE and Paul LASSALLE</p><p>Supervisor: Jean-Charles Languilaire</p><p>Level: Bachelor Thesis in Business Administration, Marketing</p><p>Key words: Marketing, E-commerce, E-merchandising, E-CRM, Louis Vuitton, Luxury market, French market, Website, Brand and Reputation</p><p>Purpose: How French luxury companies, in a context of changing demand, use the e-commerce without affecting the image of their brand?</p><p>Method: In the method we explain that we decide to use a descriptive method of research. We collect secondary data from our University Library and primary data from our observation of Louis Vuitton website. We also explain why we choose this company and what the limits of our study are.</p><p>Theoretical framework: In a first part, we have written all the definitions and information about definitions that we have used in the empirical part. It means E-Commerce, E-Merchandising, Marketing mix and ECRM. Then, we have given some information about website elements as the first page, the graphic website, buying process, electronic payment and website security. Finally, we have defined all the information about the brand and its different powers on the market: We start by a “brand awareness” explication, then we have defined “how is build a brand” to finish by the topic “band and reputation”.</p><p>Conclusions: We present the answer of our purpose. French Luxury companies use marketing tools in order to protect the image of their brand when they do e-commerce. We also bring some suggestions to Louis Vuitton and give some critics concerning our study. Finally we open our reflexion to related studies that could be interesting to do.</p>

Abstract Problem: Previously, only few wealthy individuals had the opportunity to engage luxury consumption. Today, money and time is a lot more dispersed and thus give the regular citizen a chance to purchase luxury goods. Productivity and quality management has led to a growing production of luxury goods and has been spread to the mass population. Previous studies have proven that there is a relationship between possessions and identities, but lack research on younger consumers and their agendas for luxury consumption. Purpose: The purpose of this research is to explore how young consumers are using luxury consumption when constructing their identities and if this new group of luxury consumers consume luxury goods in a new way. Method: In order to fulfill the purpose of this thesis, an epistemological relativistic assumption has been made, and includes a qualitative exploratory research design with an inductive approach. The primary data was collected through semi-structured interviews, where participants had an interest in luxury consumption. Conclusion: Our findings suggests that there is a new group of young consumers who construct their identity through luxury consumption, based on the symbolic meanings and the perceived personal reward. This social group uses luxury consumption to conform with their preferred social references, but also to differentiate themselves. Certain possessions, interests and the environment an individual live in were all found to be important tools for young consumer when they construct their identity. “We are what we buy” has been proven to be a central concept in young consumers identity creation of this study.

The purpose of this study was to investigate the antecedents and reinforcements of fairtrade purchase intention and to examine the effect of reporting good fairtrade practices on consumers’ punishment behavior. A stratified sample of 240 English-speaking, American, adult subjects was collected online. First, the Behavioral Perspective Model (BPM) (Foxall, G., 2007) was modified and four manipulations varying luxury/commodity product type and open/closed purchase settings were presented. The results of paired-sample t-tests demonstrated closed purchase settings did not increase luxury purchase intention by itself. A split-plot ANOVA combining closed setting and the participant’s fairtrade learning history did not produce significant results, but post-hoc testing revealed a significant effect of positive learning history on purchase intention. Two separate, repeated-measures ANOVA found that utilitarian reinforcement was not affected by purchase setting, but informational reinforcement was significantly increased by the presence of others. Second, four manipulations of good/bad press events were presented without/without the firm’s fairtrade performance history mentioned in a news article. A two-way, between-subjects ANOVA produced insignificant results for the effect of information on willingness to pay. Importantly, the type of event significantly affected willingness to pay, accounting for 18% of the variation, with positive events generating higher willingness to pay than negative, regardless of whether fairtrade performance information was included. This study suggested firms would benefit from including cues for the social reward aspect of luxury fairtrade purchasing in marketing efforts and from preventing missteps rather than bragging about past practices. Future research suggestions included further analyzing the effect of information on punishment of bad corporate actors, investigating the credibility of self-declaration of fairtrade certification versus independent certification labels, and incorporating the effect of culture into the BPM.

Goal of my diploma thesis is evaluation of premium car brands on the Czech market in terms of market share and image among the target group. The thesis is divided into eight chapters. First chapter is focused on basic marketing terminology and strategic marketing. Second chapter describes marketing mix in detail. Third chapter defines brand, specifies differences between premium and luxury brand, summarizes brand functions for the consumer as well as for the company, describes brand valuation models and finally defines brand identity, brand image and positioning. Fourth chapter analyses market shares developent of leading premium and luxury car brands on the Czech market. Fifth chapter introduces and evaluates model portfolios of selected premium and luxury car brands. Sixth chapter describes target groups of the most successful premium car brands according to their brand identity. Seventh chapter summarizes results of my own survey and define the image of the leading premium car brands. Last chapter involves my suggestions and recommandations which lead to better position of the leading premium car brands on the Czech market.

In recent years, luxury consumption has expanded and grown significantly in comparison to past years. Today luxury is more accessible by society than ever before. Various studies have shown and proven how luxury consumption tends to have negative effects on individuals. The negative circumstances that emerge as consequences can be of cognitive character, but also in the form of financial, personal, social and/or professional problems, debt, and compulsive purchases. In addition to these findings, recent studies have also shown that people are ready to compromise in a variety of ways such as saving more money, working overtime, or withdrawing from essential expenses.  For these various reasons, the purpose of this study is to identify possible experienced motives that can work as reasons for luxury consumption amongst the young Swedish population. Furthermore, this study aims to examine regret in relation to this type of consumption. The literature review of this study covers subjects of cognitive dissonance, regret theory, possessions and the extended self and the motives hedonic, symbolic and instrumental. The research method applied in this study is of a qualitative character. The data collection was executed through the use of semi structured interviews where a total number of fifteen young Swedish individuals chose to participate. The results of this study reveal that luxury consumption can be based on the hedonic motive where pleasure, joy, satisfaction or reaching a desired goal are common reasons. Moreover, the results of this study also reveal that luxury consumption can be based on the symbolic motive, where individuals desire to symbolise/express themselves, impress others, seek confirmation, to fit in and/or follow hidden norms in society. Furthermore, luxury is desired for the pure quality, where the high price of luxury products equals higher perceived quality.  Moreover, regret in this type of consumption is regularly occurring. The reasons for regret can be caused by the product itself, by comparison to other possible alternatives or because of impulsive/compulsive/stressful decisions. This feeling of regret can exist in the form of cognitive dissonance, that is a feeling of discomfort for a small number of participants. For a larger number of participants, the feelings are separated, where regret is a more rough and painful feeling. Solutions to suppress these feelings are through giving away the products to be used, persuade the mind that the purchase is deserved, or to shed a positive light at the purchase by looking at it as additional knowledge/ experience. / Under de senaste åren konsumeras lyx mer, och har blivit mer tillgängligt för allmänheten i jämförelse till tidigare år. Ett flertal studier har visat på hur lyxkonsumtion tenderar att ha negativa effekter på individer. De negativa omständigheterna som framträder som konsekvenser av lyxkonsumtion kan vara av en kognitiv karaktär, men även i form av finansiella, personliga, sociala och/eller professionella problem, skuldsättning, och kompulsiva köp. Dessutom visar studier även att människor är redo att kompromissa på olika sätt som att spara mer pengar, jobba övertid eller att utebliva nödvändiga utgifter. För dessa diverse anledningar är syftet med denna studie att identifiera möjliga upplevda drivkrafter för lyxkonsumtion för det unga svenska samhället. Vidare ämnar studien även att undersöka ånger i förhållande till denna typ av konsumtion. Teorigenomgången för denna studie behandlar ämnen om kognitiv dissonans, regret theory, ägodelar och det förlängda jaget samt motiven hedonic, symbolic samt instrumentell. Empiriinsamlingen skedde genom en kvalitativ forskningsmetod som i sin tur bestod av femton semistrukturerade intervjuer med svenska ungdomar som lyxkonsumerar. Resultaten av denna studie visar på att lyxkonsumtion kan ske med anledning av hedonistiska aspekter där glädje, nöje, tillfredsställelse eller en avklarad målsättning var vanligt förekommande anledningar. Fortsättningsvis visar studien även att symboliska motiv var en vanlig drivkraft för lyxkonsumtion, där individer strävar efter att symbolisera/uttrycka sig, imponera på andra, få bekräftelse, passa in i samhället samt följa osynliga normer. Utöver detta var lyx eftersträvat på grund av kvalitet, där höga priset av lyxprodukter förutsätter högre upplevd kvalitet.  Avslutningsvis påvisar resultaten av denna studie att ånger inom denna typ av konsumtion är vanligt förekommande. Orsakerna för ånger kan bero på själva produkten, på jämförelse av produkten med andra alternativ eller på grund av impulsiva/kompulsiva/hastiga beslut. Känslan av ånger kan vidare vara i form av en kognitiv dissonans, som i sin tur betecknas som en känsla av obehag av en liten del av deltagarna i denna studie. För en större del av deltagarna var känslorna åtskilda, där ånger var en grövre och mer smärtsam känsla. Lösningar för att dämpa detta obehag är genom att ge bort produkten för användning, övertala sig själv att köpet är förtjänat, eller genom att omvandla köpet till ytterligare erfarenhet/lärdom.