Consumer Behavior Regarding Luxury Perfumes

  1. Carcelén, Sonia 1
  2. Díaz-Bustamante, Mónica 1
  1. 1 Complutense University of Madrid, Spain
Livre:
Advances in Marketing, Customer Relationship Management, and E-Services

ISSN: 2327-5502 2327-5529

Année de publication: 2016

Pages: 46-70

Type: Chapitre d'ouvrage

DOI: 10.4018/978-1-4666-9958-8.CH003 GOOGLE SCHOLAR lock_openAccès ouvert editor

Résumé

Due to the importance of the fragrances segment within the luxury market and the limited academic and professional literature available regarding the same, this chapter offers a detailed description of the basic characteristics of this segment. Therefore, based on the analysis of primary and secondary information (quantitative and qualitative) regarding the Spanish market, the key elements of luxury fragrance consumer behavior have been described, examining the principle explanatory factors leading to decision making processes for their purchase and use; in other words, the motivations to purchase and consume these products. This knowledge is decisive to permit luxury fragrance brands to appropriately design their global marketing strategies and formulate the appropriate marketing-mix.