Motivation for luxury consumption in the fragrance industry: a study on Romanian and Bulgarian Millennials

Yaneva, Mihaela (2015) Motivation for luxury consumption in the fragrance industry: a study on Romanian and Bulgarian Millennials. [Dissertation (University of Nottingham only)]

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Abstract

The purpose of this report is to generate valuable consumer insight about purchases

in the luxury fragrance industry by Bulgarian and Romanian Millennials. The study also

focuses on the concepts of acculturation and ethnic identification and their mediating effect

on the purchase of luxury perfumes. The literature review examines the topic based on

previous work in the fields of psychology, marketing, consumer behavior and economics and

presents three conceptual frameworks for creating value for luxury goods. Primary data was

collected from 99 participants via self-completion surveys. The results revealed a strong

effect of craftsmanship and outer-directed symbolism on the intention to buy a designer

fragrance. A second small-scale study was executed in order to test the behavioral

difference between immigrants and non-immigrants in terms of motivation for perfume

purchase. Acculturation and ethnic identity proved to be significant mediators in the

consumption process as they impact materialistic values. The project concludes with

discussion of the implications for marketers and directions for further research.

Item Type: Dissertation (University of Nottingham only)
Keywords: luxury goods; luxury consumption; Bulgaria; Romania; Generation Y; Millennials
Depositing User: Yaneva, Mihaela
Date Deposited: 24 Mar 2016 09:25
Last Modified: 26 Oct 2016 00:30
URI: http://eprints.nottingham.ac.uk/id/eprint/30051

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