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I segmenti generazionali e le percezioni nei confronti degli accessible luxury goods: una ricerca empirica su quattro differenti fasce di et?

Author

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  • Giovanni Mattia

Abstract

L?attenzione degli studiosi nei confronti del settore del lusso risulta soprattutto focalizzata sul cosiddetto "lusso inaccessibile", ossia l?insieme di marche e prodotti con prezzo elevato dal particolare prestigio. Riscuotono minore attenzione gli effetti della democratizzazione del lusso Il presente paper investiga come si modifica la percezione del concetto di lusso in ottica inter-generazionale, utilizzando prodotti e servizi in larga misura di lusso accessibile. ? stato appositamente selezionato un paniere di 22 beni, sottoposto alla valutazione comparativa di un campione di 456 individui omogeneamente distribuiti fra quattro fasce d?et? (18-25; 26-35; 36-45; 46-55). Il lavoro ? suddiviso in tre parti: analisi ragionata della teoria esistente; metodologia e risultati; conclusioni, implicazioni e limiti della ricerca.

Suggested Citation

  • Giovanni Mattia, 2010. "I segmenti generazionali e le percezioni nei confronti degli accessible luxury goods: una ricerca empirica su quattro differenti fasce di et?," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2010(3), pages 51-73.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2010-003006
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