A study into Generation Y females’ self-concept and the role of hedonic luxury consumption

Lee, Loc Fon (2015) A study into Generation Y females’ self-concept and the role of hedonic luxury consumption. [Dissertation (University of Nottingham only)]

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Abstract

As luxury is in a highly competitive industry, recent data had shown there had

been a market slowdown. With an increase of luxury brands emerging over recent

years, luxury brands are competing even more to attract consumers to their

brand, by providing distinctive experiences for the consumer to remember. One

method is to provide a hedonic luxury experience. With Generation Y being the

next largest luxury consumers, it is expected that eventually, more luxury brands

will be focusing on this audience. So, this dissertation will present a study into

Generation Y’s self-concept and the role of hedonic luxury consumption within

their lives, in order to understand how marketers can attract this audience in the

future. This will be implemented with objectives, which will explore Generation Y’s

actual self, ideal self, and social self, and their recent experience in luxury

consumption.

This study was conducted through 10 in-depth interviews using semi-structured

questions on the interview guide. This was implemented through convenience

sampling. The choice of analysis was thematic analysis.

Finally, the overall themes that emerged from this study were the independent

woman, the quality of life, loss, the tangible experience, the real life self online

and nostalgia, and the design.

Item Type: Dissertation (University of Nottingham only)
Depositing User: LEE, LOC
Date Deposited: 13 Mar 2017 14:18
Last Modified: 13 Mar 2017 14:18
URI: http://eprints.nottingham.ac.uk/id/eprint/36860

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