Buyer Behaviour Case Study Example | Topics and Well Written Essays - 1750 words

Buyer Behaviour - cutting Study ExampleThe youth today is not lured by goods that are merely expensive. They want shelter for money and they buy luxury goods for self-identity and well-being. Purchasing certain branded luxury goods help them to display their ingest tastes and places. For some it serves to fulfill the emotional needs where they see luxury as an indulgence of their senses. Luxury goods are premium goods with high quality reapings, aesthetic design supported by excellent service, purchased by plurality from the higher income bracket (Cheng, 2006). In the earlier days the term luxury was applied to products that were rare and precious and available to a small seg ment of the people. The luxury items were out of reach of the ordinary people and considered rare. immediately the luxury product market has increased manifold. The young are spontaneously aware of the luxury brands with the men focusing on cars and motorbikes and womens focus on beauty and food. These reflect the desires and fantasies that are conditioned by the social environment and associations with well-being.Interpretation of the word luxury depends upon their socio-economic background. The youth greatly represent the hedonistic effect in their attitude towards luxury items. This implies that they are not influenced by group norms. On the other hand they purchase luxury goods that give them self-fulfillment. They look for exclusive benefits and if products create an emotional value for consumers it represents that the product has been beneficial. The emotional value that the youth look for include pleasure, excitement and aesthetic beauty. They indulge in luxury items as it gives them a sense of well-being and self-respect and would also go the extent of using their credit cards for them. They take these luxuries against bringing up a child while the elders indulged in luxury only after their prefatory responsibilities were fulfilled (Hamilton, 2004). The elders seek more than value when considering purchasing a luxury brand. They try to balance the products tangible and intangible value with price. They assess discretionary purchases as either dispensable or indispensable, based on more deeply held core value (Salzman, 2009). While the youth focus on increasing their influence, power and wealth, the elders seek new priorities driven the fundamentals of human development. The traditional materialistic values are less important for the elders. The elders look for self-actualization in the luxury brand which as per Maslows power structure of needs comes only after all the other needs have been satisfied. Culture has a inviolable impact on the purchasing decisions. The youth are well aware of the luxury brands in areas manage perfumes, clothing, fashion, leather goods, accessories, costume jewelry but not so in tableware. However they are real conscious of the modern sports cars and other different models of cars that emerge everyday. The attitude o f the youth towards cars has definitely undergone a sea change from the 1980s. Marketing communications used by car