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Publication
Os Millennials e o Luxo: o impacto das características psicológicas e demográficas no consumo de moda de luxo
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| 2.29 MB | Adobe PDF |
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Abstract(s)
Esta dissertação tem como objetivo o estudo do impacto das características psicológicas e demográficas no consumo de moda de luxo na geração Millennial. Esta geração é definida por vários autores como o grupo mais atrativo no que toca a consumo de produtos relacionados com moda de luxo. “Millennials (Gen Y)”, “A indústria da moda de luxo” e “Decisão de compra: fatores influenciadores” são subtemas abordados ao longo da investigação e com o auxílio dos mesmos, contribuir para um melhor entendimento dos hábitos de consumo desta geração e como as marcas de luxo irão de encontro às necessidades dos seus presente e futuros consumidores. Este estudo inclui a teoria de suporte às práticas seguidamente abordadas no estudo do modelo, via SPSS, e suas respetivas análises e conclusões, finalizando com pistas de investigação futuras. De acordo com a análise dos dados obtidos, é demonstrado que as hipóteses testadas para os fatores demográficos idade, género e rendimento não são suportadas, isto porque a atitude do consumidor não é influenciada por nenhuma destas variáveis, pois o consumidor é capaz de apreciar ou não produtos de luxo. No entanto, as variáveis relativas às dimensões de motivação e preço foram suportadas, ou seja, as questões referentes a características materialistas, hedonistas, entre outras psicológicas e relevantes ao preço, surgem no momento da aquisição deste tipo de produtos, tal como a literatura sugere e a prática confirma. Para investigações futuras sobre o tema é sugerido a coleção de uma amostra de maior tamanho, tal como retirar as características demográficas pois prendem-se com o comportamento humano, o qual é imprevisível e contribuiu para uma classificação moderada do uso dos dados para o estudo em questão.
This dissertation aims to study the impact of psychological and demographic characteristics on the consumption of luxury fashion goods in the Millennial generation. This generation is defined by several authors as the most attractive group when it comes to the consumption of goods related to luxury fashion. “Millennials (Gen Y)”, “The luxury fashion industry” and “Purchase decision: influencing factors” are subthemes addressed throughout the investigation, which aim to contribute to a better understanding of the consumption habits of this generation and how luxury brands will meet the needs of their present and future consumers. This study includes the theory to support the practices discussed below in the study of the model, via SPSS, and their respective analyzes and conclusions, ending with future research clues. According to the analysis of the data obtained, it is demonstrated that the hypotheses tested for the demographic factors such as age, gender and income are not supported. This is because the consumer's attitude is not influenced by any of these variables, as he/she is able to appreciate or not luxury products. However, the variables related to the dimensions motivation and price were supported, that is, the questions regarding materialistic, hedonistic, among other psychological and price-relevant characteristics, arise at the time of purchasing this type of products, as the literature suggests, and practice confirms. For future research on the topic, the collection of a larger sample, as well as removing the demographic characteristics from the study are suggested, as they relate to human behaviour, which is unpredictable and contributed to a moderate classification of the data used for the study in question.
This dissertation aims to study the impact of psychological and demographic characteristics on the consumption of luxury fashion goods in the Millennial generation. This generation is defined by several authors as the most attractive group when it comes to the consumption of goods related to luxury fashion. “Millennials (Gen Y)”, “The luxury fashion industry” and “Purchase decision: influencing factors” are subthemes addressed throughout the investigation, which aim to contribute to a better understanding of the consumption habits of this generation and how luxury brands will meet the needs of their present and future consumers. This study includes the theory to support the practices discussed below in the study of the model, via SPSS, and their respective analyzes and conclusions, ending with future research clues. According to the analysis of the data obtained, it is demonstrated that the hypotheses tested for the demographic factors such as age, gender and income are not supported. This is because the consumer's attitude is not influenced by any of these variables, as he/she is able to appreciate or not luxury products. However, the variables related to the dimensions motivation and price were supported, that is, the questions regarding materialistic, hedonistic, among other psychological and price-relevant characteristics, arise at the time of purchasing this type of products, as the literature suggests, and practice confirms. For future research on the topic, the collection of a larger sample, as well as removing the demographic characteristics from the study are suggested, as they relate to human behaviour, which is unpredictable and contributed to a moderate classification of the data used for the study in question.
Description
Keywords
Millennials Indústria de luxo Moda de luxo Marcas Atitude do consumidor Decisão de compra