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How Far Would You Go For Luxury? An Exploratory Study Among Romanian Female Students That Consume Luxury

Author

Listed:
  • CIORNEA RALUCA

    (Universitatea Babes-Bolyai, Cluj-Napoca, Facultatea de Stiinte Economice si Gestiunea Afacerilor)

  • POP MARIUS DOREL

    (Universitatea Babes-Bolyai, Cluj-Napoca, Facultatea de Stiinte Economice si Gestiunea Afacerilor)

  • BACILA MIHAI FLORIN

    (Universitatea Babes-Bolyai, Cluj-Napoca, Facultatea de Stiinte Economice si Gestiunea Afacerilor)

  • DRULE ALEXANDRA MARIA

    (Universitatea Babes-Bolyai, Cluj-Napoca, Facultatea de Stiinte Economice si Gestiunea Afacerilor)

Abstract

The main purpose of the paper is to identify actions that Romanian female students consuming luxury have been taken and would be willing to take in order to obtain the desired luxury products, deepening the â€Å"compromise†dimension. Although not based on previous studies, as is the only one of its kind in the luxury domain, the study took into account the â€Å"sugar daddy†and the â€Å"extreme saving†phenomena, mentioned in few books and considered to exist among young female luxury consumers. The research is based on primary data collection, where a questionnaire-the data gathering tool-was applied among female students under 30 years, resulting 273 luxury consumers. The results that were obtained using the statistical program SPSS 19, showed that a small percent of the respondents mentioned that have made compromises to have luxury goods and services, like telling lies, engaging in relationships or have been financially supported by someone. The lack of past compromises for the other consumers is mainly due to the inconsistency between compromises and their moral and ethical standards, respectively to the low importance(desire) given to luxury. However, some of those who mentioned the previous reasons believe that in future there is a certain probability to make some compromises for luxury, especially for luxury cars, homes or clothing. In addition, many of those who have made compromises in the past are also willing to make in the future. But, in order to obtain luxury products, most consumers are willing to save or to get a job, seeing savings as a form of compromise. The authors contribution is given by the originality and uniqueness of the subject discussed, as there are no similar studies in the luxury domain both in Romania and at international level. Although the study has as a limit the use of a sample from a single city, we believe that the research is significant for the luxury sector, contributing on the one hand to outlining of the general profile of Romanian luxury consumer by identifying aspects related to consumer behavior, and secondly by identifying a new segment of Romanian luxury consumers, without high income but willing to take various actions in order to have luxury products.

Suggested Citation

  • Ciornea Raluca & Pop Marius Dorel & Bacila Mihai Florin & Drule Alexandra Maria, 2012. "How Far Would You Go For Luxury? An Exploratory Study Among Romanian Female Students That Consume Luxury," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(1), pages 1127-1133, July.
    • Handle: RePEc:ora:journl:v:1:y:2012:i:1:p:1127-1133
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    File URL: http://anale.steconomiceuoradea.ro/volume/2012/n1/166.pdf
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    References listed on IDEAS

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    1. Uche Okonkwo, 2007. "Luxury Fashion Branding," Palgrave Macmillan Books, Palgrave Macmillan, number 978-0-230-59088-5, March.
    2. Pop Nicolae Al. & Fotea Ioan S. & Mihoc Florin & Pop Liviu N., 2009. "A Holistic Approach Of Relationship Marketing In Launching Luxury New Products," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 4(1), pages 808-813, May.
    3. Jean-Noël Kapferer & Vincent Bastien, 2009. "The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands," Post-Print hal-00786813, HAL.
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    Cited by:

    1. Marina OCHKOVSKAYA, 2015. "Perception and Consumption of Global Luxury Brands in Russia and Romania: Comparative Cross-Cultural Aspects," Management Dynamics in the Knowledge Economy, College of Management, National University of Political Studies and Public Administration, vol. 3(2), pages 279-299, June.

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    More about this item

    Keywords

    luxury consumer; consumer behavior; compromise; luxury products; luxury;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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