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O autoconceito e o consumo de roupa e acessórios de marcas de luxo
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Resumo(s)
O mercado de luxo tem apresentado taxas de crescimento consideravelmente contrastantes com as crises económicas que têm tido lugar, pelo que se torna pertinente compreender o comportamento do consumidor de produtos de luxo. Mas mais do que perceber o que motiva os consumidores, é pertinente entender os seus esquemas mentais, subjacentes não só à compra, mas também ao uso do produto em diferentes contextos. Compreender de que forma a perceção que o indivíduo tem de si próprio e o modo como gostaria de ser e ser visto pela sociedade têm impacto nas suas decisões de compra de roupa e acessórios de marcas de luxo. Assim, a questão central de investigação deste estudo é: "Como é que o autoconceito se relaciona com o consumo de roupa e acessórios de marcas de luxo?", que se pretende ver respondida através de um estudo qualitativo, com a realização de sete entrevistas individuais em profundidade (cinco mulheres e dois homens). Os resultados revelam que, de facto, o autoconceito guia o consumo e que os produtos de luxo podem ser uma extensão dos seus consumidores, já que no estudo empírico realizado os entrevistados afirmam que as suas roupas e acessórios de marcas de luxo refletem o que são e os ajudam a expressar as suas identidades. No entanto o consumo de luxo também pode ser utilizado para as pessoas se aproximarem do que gostariam de ser, uma vez que associam bens de luxo a um elevado nível de vida e reconhecimento de sucesso profissional.
The luxury market has shown growth rates quite contrasting with the economic crises that have taken place, so it is relevant to understand the consumer behavior of luxury goods. But more than understand what motivates consumers, it is apposite to understand their mental schemas, underlying not only the purchase but also the use of products in specific contexts. Understand how the individuals perception of themselves and how they would like to be and be seen by society have an impact on their decisions to buy luxury brand clothing and accessories. Thus, the central question of investigation of this study is: "How does the self-concept relate to the consumption of clothes and accessories of luxury brands?", which is intended to be answered through a qualitative study, with the conduct of seven individual in-depth interviews (five women and two men). The results reveal that, in fact, self-concept guides consumption and that luxury products can be an extension of their consumers, since in the empirical study carried out the interviewees affirm that their clothes and accessories from luxury brands reflect what they are and help them to express their identities. However, luxury consumption can also be used for people to get closer to what they would like to be, since they associate luxury goods with a high standard of living and recognition of professional success.
The luxury market has shown growth rates quite contrasting with the economic crises that have taken place, so it is relevant to understand the consumer behavior of luxury goods. But more than understand what motivates consumers, it is apposite to understand their mental schemas, underlying not only the purchase but also the use of products in specific contexts. Understand how the individuals perception of themselves and how they would like to be and be seen by society have an impact on their decisions to buy luxury brand clothing and accessories. Thus, the central question of investigation of this study is: "How does the self-concept relate to the consumption of clothes and accessories of luxury brands?", which is intended to be answered through a qualitative study, with the conduct of seven individual in-depth interviews (five women and two men). The results reveal that, in fact, self-concept guides consumption and that luxury products can be an extension of their consumers, since in the empirical study carried out the interviewees affirm that their clothes and accessories from luxury brands reflect what they are and help them to express their identities. However, luxury consumption can also be used for people to get closer to what they would like to be, since they associate luxury goods with a high standard of living and recognition of professional success.
Descrição
Mestrado em Marketing
Palavras-chave
luxo mercado de luxo marcas de luxo consumo autoconceito autoconceito dependente autoconceito independente autoconceito ideal autoconceito real luxury luxury market luxury brands consumption self-concept dependent self-concept independent self-concept ideal self-concept real self-concept
Contexto Educativo
Citação
Pereira, Marcos António Valente (2020). "O autoconceito e o consumo de roupa e acessórios de marcas de luxo". Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão