Analysis of the Attributes Valued by the Consumer in the Brazilian Acessible Luxury Market

Abstract

This study is important to identify what are the key attributes valued by Brazilian affordable luxury consumers. In short, it is understood that the affordable luxury (or new luxury) basically was composed by middle-class consumers, who apparently wish to express a lifestyle, power and status through their consumer actions; otherwise they do not have enough income to purchase traditional items of luxury - which generally have high price. To achieve the purposes of this study was conducted one extensive literature review and selected 32 items that can determine the consumer behavior of luxury goods. As data analysis method, we used the exploratory factor analysis. In short, it was found that consumers value attributes related to the emotions inherent in luxury goods: the quality and durability of the items; social relations that can be obtained from the possession and use of this kind of goods; the role and tradition of the brand; and the importance of innovation.