Are Millennials a Global Cohort? Evidence from the Luxury Goods Sector

• Autorzy: Beata Stępień , Ana Pinto Lima , Michael Hinner
• Języki publikacji: EN

Abstrakty

EN

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)

Słowa kluczowe

EN

Customer value; Luxury goods; Generation X; Generation Y; Social value

PL

Wartość klienta; Dobra luksusowe; Pokolenie X; Pokolenie Y; Wartość społeczna

• Czasopismo: Journal of Intercultural Management
• Rocznik: 2018
• Tom: 10
• Numer: nr 2
• Strony: 139--158

Twórcy

autor

Beata Stępień

• Poznań University of Economics and Business, Poland

autor

Ana Pinto Lima

• ISCAP Porto Polytechnic, Portugal

autor

Michael Hinner

• TU Bergakademie Freiberg, Germany

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Identyfikatory

DOI

10.2478/joim-2018-0012