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Aspirational Consumers Presentation
This document discusses a study of aspirational luxury handbag consumers. It found that these consumers are typically college educated males and females around age 40 with household incomes between $90,000-$300,000. The study also examined factors that affect their buying decisions, such as customer service, social media, resale value, sustainability, and how brand perception influences consumer behavior.
Aspirational Consumers Presentation
- 1. A Study ofLuxury Handbag Aspirational Consumers SONYA YVETTE JENNINGS FONTBONNE UNIVERSITY MASTER OF MANAGEMENT GRADUATE STUDENT MAY 2015
- 3. Characteristics of theAspirational Consumers 53% FEMALE and 47% MALE AVERAGE AGE 40 TYPICALLY HAVE A COLLEGE EDUCATION OR HIGHER HOUSEHOLD INCOME OF $90,000 to $300,000 AFFLUENT, BUT NOT RICH UNITE STYLE, SOCIAL STATUS AND SUSTAINABILITY VALUES
- 4. Factors That AffectThe Buying Decision CONSUMER BEHAVIOR CUSTOMER SERVICE SUSTAINABILITY RESALE VALUE SOCIAL MEDIA