الفهرس 
Research FrameworkOnly 14 pages are availabe for public view
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Abstract
Luxury is usually associated with the finer things in our life. Everyone
wants a bit of luxury. It is a concept that is used often but no one really
understands what it actually means. Considering the amount of profit the luxury
market reaps in annually, the motives behind this should be looked at. The
consumers of luxury brands include both young and old consumers but in order
to understand the increasing demand of young consumers in the luxury market;
an understanding has to be made to analyze the luxury market in terms of the
perceived prestige values which are reflected by motives and to determine the
prestige store factors that influence luxury consumption among young Egyptian
consumers. Since Egypt has widened its market doors to global trade, demand
has been continuously on the rise for luxury brands, especially from young
Egyptian consumers. This study aims to identify the young Egyptian consumers’
prestige values toward luxury fashion brands consumption.
Young consumers have become consumer trendsetters as their spending
power increases, and their western cultural reference points broaden dramatically
(Louis, 2002). Consumers in their twenties are rapidly replacing middle-aged
consumers as the main consumers of global luxury brands (Park, 2000).Realizing
this trend, global luxury brand marketers are developing strategies to attract
young Egyptian consumers with moderate income who have never been
considered as a target market in the traditional sense.
This research addresses the impact of consumer prestige values on luxury
brands consumption and how this relationship is mediated by the prestige
sensitivity factors. A review of the developments in the luxury market has shown
significant changes in demand and supply sides. The luxury market has been
growing rapidly over the last 20 years, and luxury brands, formerly reserved for a
small group of privileged individuals, are now available to more consumers.
Meanwhile, luxury goods manufacturers have been applying new marketing
strategies, and extending their brands without any insights as to the consequences
for their brands. Despite these changes, little research has investigated the luxury
market. Therefore, a systematic review has been undertaken regarding the nature
of luxury brands and research measuring luxury brand consumption such as
prestige values.
Abstract
Luxury consumption has been neglected, and yet many questions arise
concerning the underlying dimensions of luxury shopping. Three scales were
used: questions concerning luxury consumption were used in order to determine
the sample of luxury consumers, a PRECON-scale was used to measure
individual differences in consumers’ prestige shopping preferences and scale was
used to measure the values perceived by prestigious consumer.
The scope of luxury brands covered in this study was limited to fashion
brands for two reasons. First, young Egyptian consumers, the subject of this
study, are increasingly becoming familiar with foreign brand names and
products, especially in the area of fashion. Second, due to the very public and
visible nature of fashion goods, rapid increase in the number of their distribution
channels and diffusion of marketing communications have been most dynamic
around the globe including Egypt.
Data were collected from 402 convenience sampled consumers. Evidence
of reliability and validity presented. Even though the study is conclusive by
nature, the study indicates the representations of the quality in creating the
illusion of luxury.
The results show that in this market, consumers perceive quality as a
brand determinant. Further, strong patron status suggests a “snob effect” in terms
of searching for uniqueness among respondents, who buy exclusive items in an
attempt to distinguish themselves. Hence, rare products indicate respect and
prestige among the respondents. Furthermore, it also showed that luxury
consumers behave similarly worldwide, regardless of the economic or social
surroundings.
Lastly, implications in marketing and industry, and recommendations for
further research are discussed in the conclusion.
Keywords: Consumer prestige values, store sensitivity factors, Luxurious consumption.