Motives for consumption of luxury goods
Salmela Zernova, Margarita (2010)
Salmela Zernova, Margarita
Arcada - Nylands svenska yrkeshögskola
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Julkaisun pysyvä osoite on
The study brought together researches on status consumption motivations of luxury goods’ consumers and Carl Jung's theory of introversion – extroversion types of psychic. The purpose of the thesis was to find out the link between extroverted and introverted traits of personality and motivations for status consumption of affordable luxury goods by target group of consumers. The motivations were divided to 2 groups, under the hypothesis of their attachment to introverted or extroverted personality type. By using personality test and motivation survey the data for analysis was obtained. After interpretation of results with SPSS programme relationship between introversion-extroversion dimension of personality and only certain motivations were found, while for others disapproved. The thesis research’s results and conclusions are relevant for marketing of luxury goods, product development and advertisement design. They open new possibilities for further advanced studies.