Ramifications of luxury consumption in East Asian collectivistic cultures

dc.contributorAalto Universityen
dc.contributorAalto-yliopistofi
dc.contributor.advisorDel Rio Olivares, Maria
dc.contributor.authorAhponen, Mona
dc.contributor.departmentMarkkinoinnin laitosfi
dc.contributor.schoolKauppakorkeakoulufi
dc.contributor.schoolSchool of Businessen
dc.date.accessioned2017-08-15T14:27:16Z
dc.date.available2017-08-15T14:27:16Z
dc.date.issued2016
dc.description.abstractWhen the aim is to understand consumer behaviour as a whole, people around the world cannot be perceived to have similar motives and mind-sets behind luxury goods consumption, as consumers have differing ideologies and worldviews depending on their cultural and societal backgrounds. Existing literature has dissected the characteristics of East Asian collectivistic tradition as well as the background and mind-sets for luxury consumption in collectivistic and individualistic cultures separately. In relation to the previous research, this paper addresses the cultural and societal characteristics of collectivistic cultures which inherently affect the meaning and ramifications of people’s luxury consumption. Accordingly, the findings are compared to those of the existing literature concerning the practice of luxury consumption in individualistic cultures. Findings of this paper suggest that there are four key divergences between collectivistic and individualistic consumer cultures regarding the consumption of luxury products: values which consumers are looking for, understanding the public meanings of luxury consumption (promoting hierarchical status or promoting personal meanings), the weight of group affiliations on consumption decisions and the legitimately perceived reasons for luxury consumption, as in either conforming to group pressure or making personal decisions. A model of cultural approaches to luxury consumption is presented to clarify these interrelationships. Furthermore, implications for East Asian luxury marketers, limitations of the study and possibilities for future research are discussed.en
dc.format.extent30
dc.format.mimetypeapplication/pdfen
dc.identifier.urihttps://aaltodoc.aalto.fi/handle/123456789/27623
dc.identifier.urnURN:NBN:fi:aalto-201708156529
dc.language.isoenen
dc.programmeMarkkinointien
dc.subject.keywordluxuryen
dc.subject.keywordcollectivismen
dc.subject.keywordindividualismen
dc.subject.keywordconsumer valueen
dc.subject.keywordEast Asiaen
dc.subject.keywordconsumer behaviouren
dc.subject.keywordhedonicen
dc.subject.keywordsymbolicen
dc.subject.keywordself-concepten
dc.titleRamifications of luxury consumption in East Asian collectivistic culturesen
dc.typeG1 Kandidaatintyöfi
dc.type.ontasotBachelor's thesisen
dc.type.ontasotKandidaatintyöfi

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