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Real Lives, Real Luxury

In: The Luxury Market in India

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  • Prashant Saxena

Abstract

Brand practitioners may know the demographics and ‘profile’ of the Indian luxury consumer, but do they intrinsically understand the emotions, attitudes and degree of attachment which consumers have for luxury brands and services? There is a need to identify the different thought processes with which urban India consumes luxury. Semi-structured interviews were conducted to gain in-depth and contextually rich insights. The outcome of the study was a collection of factual short stories. These are real stories told by real people that uncover the aspirations, reasoning and societal influences of contemporary luxury consumption. The following three stories of four luxury consumers, each of whom are in a different situation, narrate how they seek and treat luxury in their own unique way. These anecdotes, to make them more refined, are riddled with our own observations too.

Suggested Citation

  • Prashant Saxena, 2012. "Real Lives, Real Luxury," Palgrave Macmillan Books, in: Glyn Atwal & Soumya Jain (ed.), The Luxury Market in India, chapter 4, pages 40-47, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-26416-9_5
    DOI: 10.1057/9781137264169_5
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