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O consumo de luxo inconspícuo ganhou mais relevância recentemente e é uma forma de consumir produtos de luxo sem exibir excessivamente símbolos de status ou com baixa proeminência da marca. O consumidor de luxo inconspícuo ainda não é totalmente compreendido e, portanto, o objetivo deste estudo é entender as suas necessidades, como eles gerem essas necessidades e quais as fontes sociais que os influenciam. Deste modo, para estudar as necessidades e influências dos consumidores de luxo inconspícuo, seguiu-se uma abordagem qualitativa e, com base nas construções discutidas no capítulo da revisão de literatura, foram realizadas entrevistas estruturadas. Além disso, os dados gerados pelas entrevistas foram analisados no Nvivo, um software de análise de dados qualitativos. Os resultados e a análise dos dados deste estudo mostram que o consumidor de luxo inconspícuo é complexo e valoriza diferentes desejos e necessidades. As necessidades funcionais, como a utilidade ou a qualidade, revelaram ser as mais importantes para eles, seguidas pelas necessidades individuais, como o prazer que recebem ao consumir esses produtos. Os resultados mostram que eles planeiam a maioria das suas compras e são consumidores informados e em termos de influência social, embora os social media e os pares mais próximos possam influenciar as suas escolhas, revelam dar uma maior importância aos sites de luxo e páginas de social media das marcas no seu processo de decisão
Inconspicuous luxury consumption is a form of consumption of luxury goods where the consumer does not overly display status symbols or there is low brand prominence and this form of consumption has come to the forefront of attention recently. The inconspicuous luxury consumer is still not fully understood and therefore the aim of this study is to provide an understanding of their needs, how they manage such needs and what sources of social influence there are on them. Thus, in order to study the inconspicuous luxury consumers’ needs and influences, a qualitative approach was adopted and, based on the constructs discussed in the literature review chapter, structured interviews were conducted. In addition, the data generated in the interviews was analysed using Nvivo, a qualitative data analysis software program. The results and data analysis of this study show that the inconspicuous luxury consumer is a complex type of consumer who assigns value to a number of different wants and needs. Functional needs, such as the utility and quality of the product, were shown to be most important for this type of consumer, followed by individual needs, such as the pleasure derived from the consumption of luxury products. The findings of this study show that such consumers plan most of their purchases and are well-informed about the products they buy. In terms of social influence, although social media and their close peers may influence their luxury fashion choices, they are shown to regard the websites and social media pages of luxury brands as more important in the process of making purchase decisions.
Inconspicuous luxury consumption is a form of consumption of luxury goods where the consumer does not overly display status symbols or there is low brand prominence and this form of consumption has come to the forefront of attention recently. The inconspicuous luxury consumer is still not fully understood and therefore the aim of this study is to provide an understanding of their needs, how they manage such needs and what sources of social influence there are on them. Thus, in order to study the inconspicuous luxury consumers’ needs and influences, a qualitative approach was adopted and, based on the constructs discussed in the literature review chapter, structured interviews were conducted. In addition, the data generated in the interviews was analysed using Nvivo, a qualitative data analysis software program. The results and data analysis of this study show that the inconspicuous luxury consumer is a complex type of consumer who assigns value to a number of different wants and needs. Functional needs, such as the utility and quality of the product, were shown to be most important for this type of consumer, followed by individual needs, such as the pleasure derived from the consumption of luxury products. The findings of this study show that such consumers plan most of their purchases and are well-informed about the products they buy. In terms of social influence, although social media and their close peers may influence their luxury fashion choices, they are shown to regard the websites and social media pages of luxury brands as more important in the process of making purchase decisions.
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Moda de luxo Luxo inconspícuo Consumidor de luxo inconspícuo Comportamento do consumidor Influência social Luxury fashion Inconspicuous luxury Inconspicuous luxury consumer Consumer behaviour Social influence