The Impact of Second-Hand Luxury Goods on Luxury Purchase Intentions and Status Among Young Adult Consumers in Finland
School of Business | Bachelor's thesis
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(Mikkeli) Bachelor’s Program in International Business
32 + 8
AbstractObjectives The main objective of this study was to review existing literature and examine the second-hand luxury purchase intensions and status perceptions by implementing various luxury consumption models in the context of young adults in Finland. Moreover, with the utilization of quantitative primary research, the goal of this study was to provide managerial implications on how to effectively promote second-hand luxury items to young adults in Finland. Summary The study started with reviewing extent literature on the most recent changes in the field of luxury, second-hand luxury, and luxury status perceptions. Based on the extent literature, four hypotheses and a conceptual framework was visualized. The hypotheses were further examined with a survey questionnaire, which received a total of 139 valid responses. Finally, based on the data analysis on the questionnaire data, main findings and implications were presented. Conclusions This study made successful findings regarding second-hand luxury purchase intensions and status perceptions among young adults in Finland. The findings of the study show that marketers should not treat second-hand luxury consumers as homogenous group but target different segments of consumers with different marketing strategies based on their purchase intensions and status perceptions.
Thesis advisorShukla, Paurav
luxury, second-hand luxury, CSNI, CNFU, status, young adults in Finland, bandwagon, snob