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Stępień Beata (Poznań University of Economics and Business, Poland), Pinto Lima Ana (ISCAP Porto Polytechnic, Portugal), Hinner Michael (TU Bergakademie Freiberg, Germany)
Are Millennials a Global Cohort? Evidence from the Luxury Goods Sector
Journal of Intercultural Management, 2018, vol. 10, nr 2, s. 139-158, rys., tab., bibliogr. 37 poz.
Słowa kluczowe
Wartość klienta, Dobra luksusowe, Wartość społeczna, Pokolenie X, Pokolenie Y
Customer value, Luxury goods, Social value, Generation X, Generation Y
Klasyfikacja JEL: D12, M31
summ., This paper is result of o project financed by the Polish National Centre of Science funds (DEC-2013/11/B/HS4/01484).
Objective: to investigate whether Millennials are internally consistent and distinguished cohort in terms of the perception of luxury.
Methodology: mixed: the international e-survey results, conducted in 5 different countries (Poland, Portugal, Turkey, Germany and Saudi Arabia, 1193 responses) and 4 FGI, conducted in the groups of younger and older Millennials in Poland and Portugal.
Findings: Millennials demonstrate strong country-specific differences in evaluating luxury value drivers; from avowed hedonic status-seekers (mainly Saudi Arabians), through moderately enthusiastic luxury products admirers (Portuguese, Turkish, Polish) to stand-outs, individualists who contest the overall CVPL as represented mostly by Germans. The evaluation of luxury is not cohort specific but rather a matter of the family and material status strengthened by socio-cultural pressure.
Value Added: Global consumption behavioral patterns regarding luxury are permeated by local cultural influences, but are not global cohorts' specific, due to their internal cultural, age, income and family status diversity.
Recommendations: Communication strategies in a luxury sector should be adjusted more to the country-specific and less to the specific needs of global cohorts. (original abstract)
Pełny tekst
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